"Room for Contemplation" Unveiled in LA... National Museum Foundation of Korea Launches Overseas Exhibition of MU:DS

Utilizing Hanok Spaces: Showcasing Products Inspired by Korean Cultural Heritage
Modern Reinterpretation of Cultural Assets such as the Pensive Bodhisattva and Moon Jar

The National Museum Foundation of Korea will hold a special exhibition of its national museum product brand, "MU:DS," in Los Angeles, United States.

The foundation announced that from May 7 to July 7, it will host "MU:DS, K-Culture Unboxed in Los Angeles" at the Korean Cultural Center in Los Angeles. This exhibition showcases museum products that reinterpret traditional Korean cultural heritage into modern brand content.

"MU:DS" is a national museum product brand operated by the National Museum Foundation of Korea. The brand has expanded the formative beauty and symbolism of iconic artifacts such as the Pensive Bodhisattva, Moon Jar, Irworobongdo (Sun, Moon and Five Peaks folding screen), and Silla Golden Crown into everyday items and design products.

This exhibition focuses on demonstrating the potential for museum products to evolve beyond simple souvenirs and become content for the K-culture industry. By observing local visitors’ reactions in Los Angeles, a major cultural content hub, the foundation aims to gauge the possibility of expanding into the global market.

The exhibition utilizes the Hanok (traditional Korean house) space on the first floor of the Korean Cultural Center in Los Angeles. It presents a harmony of traditional spaces and modern products through sections like the "Anbang" (main room), embodying the restrained beauty of white porcelain and the Moon Jar, and the "Sarangbang" (study room), reflecting images of Irworobongdo, the Gonryongpo (royal robe), and the Silla Golden Crown.

A "Room for Contemplation in LA," inspired by the signature exhibition space of the National Museum of Korea, will also be featured. This area reinterprets the contemplation and tranquility symbolized by the Pensive Bodhisattva in the bright and free atmosphere of Los Angeles. By combining miniature versions of the Pensive Bodhisattva in various poses, such as "Thumbs Up" and "Cheek Heart," with video content, the exhibition offers visitors an accessible and friendly experience of Korean culture.

On-site, products created in collaboration with global brands and artists such as BTS, Starbucks, and Casetify will also be introduced. To encourage post-exhibition purchases, QR codes will be installed to connect visitors to an overseas-exclusive online shop.

The foundation will begin full-scale overseas expansion of MU:DS, starting with this special exhibition in Los Angeles. In the second half of the year, it plans to establish the brand’s first showroom in Northern Europe at the Korean Cultural Center in Sweden and is considering on-site sales in conjunction with the "Stockholm Korean Culture Festival," which is scheduled to open in August 2027.

Collaboration with major European museums is also underway. Starting with the placement of MU:DS products in the museum shop of the Guimet Museum of Asian Art in France this month, the foundation will introduce products linked to the "Lee Kun-hee Collection" touring exhibition at the British Museum in September.

Jung Yongseok, President of the National Museum Foundation of Korea, said, "This special exhibition in Los Angeles demonstrates that products based on Korean cultural heritage can be expanded into global industrial content," adding, "We will continue to cooperate with international cultural institutions to nurture MU:DS as a leading K-culture brand."

This content was produced with the assistance of AI translation services.