Mews X Buchang Confectionary Unveils Limited Edition of 'APEC 2025'...K-food diplomatic topic

Oct 23, 2025

Mews X Buchang Confectionary Unveils Limited Edition of 'APEC 2025'...K-food diplomatic topic



MU:DS, a cultural product brand at the National Museum of Korea, has joined hands with traditional dessert brand Buchangjegwa to present a limited edition of 'APEC 2025 KOREA'. The collaboration, which combines the beauty of tradition and a trendy sense, is drawing attention as a special attempt to promote K-food and K-culture to the world stage.

This project is a collaborative project jointly promoted by FG, a youth company, and the National Museum Cultural Foundation, wishing for the success of the APEC 2025 Gyeongju Summit. In particular, the National Museum Cultural Foundation, which has recently attracted public attention due to the craze for `K-Pop Demon Hunters," has joined hands with youth companies to create a new trend that combines culture and lifestyle.

Above all, this collaboration is not just a brand collaboration, but a symbolic project where tradition and tradition meet. The traditional desserts of Buchangjegwa and the cultural heritage of the museum meet to convey the message that the most Korean is the most global.




We hope this product will serve as an opportunity to show the dignity of Korean desserts to the world through APEC, said an official from the Buchang Confectionery Division.

Interest in K-food has exploded since President Lee Jae-myung recently emphasized in a broadcast that `Now K-food is the language of diplomacy and the new face of the Republic of Korea.' The collaboration between Buchang Confectionary, National Museum Cultural Foundation, and FG is considered a project that attracts attention at the peak of its flow.

"This collaboration is not just a product, but a symbol of Korean culture and food spreading all over the world. It will become a new K-food standard created by tradition and trend, public and private sector," said FG CEO Lee Kyung-won.




Meanwhile, FG and Buchangjegwa are working with a number of celebrities to run the 'Smile Gyeongju' campaign in hopes of successful hosting of the 'APEC 2025 race'. It is expected to be a public participation project that promotes Gyeongju's cultural charm and spreads a positive image through K-culture.



This article was translated by Naver AI translator.