HYBE Partners with National Museum of Korea to Globalize K-Culture

By Jaewan, Ko

Oct 02, 2025

HYBE Partners with National Museum of Korea to Globalize K-Culture
HYBE·National Museum·National Museum Culture Foundation MOU signing ceremony, National Museum Director Yoo Hong-joon (left) and HYBE Chairman Bang Si-hyuk. Photo=HYBE



HYBE joined hands with the National Museum of Korea and the National Museum Cultural Foundation for the global expansion of K-culture.

HYBE signed a memorandum of understanding with the National Museum Cultural Foundation and the National Museum of Korea on the morning of the 2nd to enhance the brand value of K-cultural products and expand their entry into the global market. At the signing ceremony, Chairman Bang Si-hyuk, National Museum Director Yoo Hong-joon, and National Museum Cultural Foundation President Jung Yong-seok attended to share their influence in the global market through cooperation between K-cultural products and the K-pop industry, which are recognized globally.

The National Museum of Korea has 440,000 cultural heritages and is the largest museum in Korea in charge of preservation, research, exhibition, and education. The National Museum of Korea, which ranked eighth in the world's museum visitor rankings last year with 3.79 million annual visitors, is expected to surpass 5 million visitors this year, and is expected to be upgraded to the top five museums worldwide.




The National Museum Cultural Foundation is a public institution that promotes various projects to promote culture and spread values at home and abroad by utilizing the National Museum's cultural heritage, launching a unique cultural product brand MU:DS based on the National Museum's cultural heritage.

HYBE Partners with National Museum of Korea to Globalize K-Culture
President of the National Museum Cultural Foundation, Yoo Hong-joon, Director of the National Museum of Korea, and Chairman Bang Si-hyuk (from left) Photo =HYBE
The National Museum of Hivewa and the National Museum Cultural Foundation plan to collaborate in all directions by utilizing each company's expertise, focusing on product development and commercialization that combines the design elements of ▲ National Museum Products 'Mutes' and HYBE Music Group Artist IP ▲ cooperation in entering overseas markets using Hive's global distribution network ▲ public relations cooperation to spread the collection and contents of the National Museum of Korea.

In particular, Hive and National Museum products 'MU:DS' have already collaborated once last year through the official product of the 'Dalmajung' series, so another synergy is expected. The official product 'Dalmajung', which added the brand value of BTS to the traditional Korean beauty introduced last year, drew attention at home and abroad by dissolving design elements obtained from six national treasure-level artifacts owned by the National Museum of Korea, including Bangasayusang and white porcelain moon jars, into modern and practical items such as landscapes, key rings, and jewelry.




In addition, BTS formed a relationship by filming a congratulatory speech and performance video for the online virtual graduation ceremony 'Dear Class of 2020' held by YouTube during the COVID-19 period in 2020 at the National Museum of Korea.

HYBE Partners with National Museum of Korea to Globalize K-Culture
Yoo Hong-jun, director of the National Museum of Korea (left), and Bang Si-hyuk, chairman of the HYBE. Photo =HYBE
Chairman Bang Si-hyuk said "I am happy and honored to be with the National Museum of Korea, which symbolizes the history and identity of the K-culture, and the National Museum Cultural Foundation, which is striving to enhance its value."This collaboration is very meaningful for HYBE, who is trying to raise K-culture's status on the world stage with music, artists and content, and we will do our best to promote our cultural pride to the world by bringing all of HYBE's infrastructure and heartfelt messages."

Yoo Hong-jun, director of the National Museum of Korea, said "It is a major task of the National Museum to publicize our traditional culture, which is the root and source of inspiration of K-culture to the world."This collaboration with HYBE will serve as an opportunity for tradition and modernity to convey the beauty of Korean cultural heritage to the world and further broaden the horizon of K-culture." Starting with this collaboration, we hope that the National Museum of Korea will be able to communicate with more people and convey the experience of traditional culture living and breathing in a modern sense," he added.




"It is very meaningful to be able to convey the value of our culture to the world with HYBE, a global company representing Korea, and the National Museum of Korea," said Chung Yong-seok, president of the National Museum of Korea Foundation. "We look forward to meeting more people in the global market through this collaboration." In the future, we will do our best to promote the beauty and meaning of our relics and to ensure that K-cultural heritage and K-culture grow together and establish themselves firmly in the world."



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