The National Museum Foundation of Korea’s merchandise brand MU:DS, which drew attention last year for “open-run” lines, plans to release a BTS collaboration in March and use it to accelerate its push into global markets.
The foundation said Wednesday it plans to introduce “BTS MU:DS” in March.
A foundation official said product development is underway and the release will be timed to BTS’ comeback. The official declined to disclose designs or a detailed launch schedule.
The collaboration is expected to speed MU:DS’ overseas expansion. BTS are set to hold a festival blending tradition and modern culture on the 21st at Gwanghwamun Square and Gyeongbokgung Palace. The performance is to be livestreamed on Netflix to more than 190 countries and regions, a move widely seen as a major platform for publicizing the group’s return.
MU:DS, which reinterprets traditional cultural elements with a modern sensibility, aligns with the stated aim of the Gwanghwamun event. With fans awaiting a full-group comeback, observers say MU:DS could benefit from a so-called “BTSnomics” effect.
The foundation’s 2024 “Dalmageun” series with BTS, inspired by national-treasure-level artifacts such as the pensive bodhisattva and a white porcelain moon jar, drew strong attention at home and abroad. The brand also gained wider recognition after BTS leader RM disclosed he owns a MU:DS miniature modeled on the gilt-bronze pensive bodhisattva.
The latest collaboration is also seen as a step toward a full-scale global rollout. The National Museum of Korea, the foundation and HYBE signed a memorandum of understanding in October last year to cooperate on overseas expansion and promotion using HYBE’s global distribution network.
With BTS set to begin a “BTS World Tour Arirang” starting with the Gwanghwamun performance and running through next year for a total of 82 shows in 34 locations, analysts say MU:DS could also raise its profile worldwide.
At the MOU signing, National Museum of Korea Director Yu Hong-jun said the collaboration with HYBE would help “deliver the beauty of Korea’s cultural heritage to the world” by bringing tradition and modernity together and broaden the reach of K-culture. HYBE Chairman Bang Si-hyuk said the company would “do its best” to promote cultural pride worldwide by mobilizing its infrastructure and commitment.
MU:DS posted record annual sales last year of 41.3 billion won. Boosted by the popularity of “K-pop Demon Hunters,” the “magpie and tiger” badge sold about 90,000 units for 1.3 billion won in revenue, and other products also performed strongly.
MU:DS has also promoted Korean cultural heritage abroad. MU:DS items sold out within a week during an overseas traveling exhibition of donations from the late Lee Kun-hee held at the Smithsonian’s National Museum of Asian Art in Washington.
During the 2026 Milan-Cortina d’Ampezzo Winter Olympics, 19 popular MU:DS items — including the “pensive bodhisattva miniature Mind series,” the “magpie and tiger” badge and key rings — will be sold at the Korea House in Italy.
* This article has been translated by AI.
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