Rediscovering Tradition:How the National Museum of Korea's “Myuze” Brand Is Turning Heritage into Trend In recent years, the National Museum of Korea has not only preserved Korea’s rich cultural heritage but has also reimagined how we connect with it—through fashion, lifestyle, and art. One of the most exciting outcomes of this effort is “Myuze,” a portmanteau of museum and goods, which has transformed traditional artifacts into must-have lifestyle items for a new generation of culture lovers. When Tradition Becomes Trend https://www.hankookilbo.com/News/Read/A2025071602160000629?did=NA It all began with a few quirky items—badges, keyrings, and bookmarks—that subtly reinterpreted Korea’s iconic cultural imagery. But it wasn’t long before one particular product went viral: the magpie-tiger badge, whose cartoon-like design bears an uncanny resemblance to characters from the Netflix film K-pop Demon Hunters. What may have started as a coincidence quickly turned into a cultural moment. Fans of both K-pop and Korean folklore were instantly captivated. As younger audiences rediscover traditional motifs through the lens of pop culture, the demand for these items has skyrocketed. Far from being simple souvenirs, Myuze goods have become a cultural phenomenon—merging nostalgia, artistry, and contemporary sensibility. A Sixfold Growth in Sales https://www.museum.go.kr/MUSEUM/contents/M0804010000.do Between 2020 and 2023, sales of Myuze products grew from 3.76 billion KRW to 21.28 billion KRW, marking nearly a sixfold increase. This wasn’t just driven by museum visitors. The museum’s online shop has become a destination in its own right, drawing waves of customers eager to get their hands on limited-edition releases and newly launched collections. Among recent standout items are the “Denny Taegeukgi” (a reinterpretation of the historical Korean flag created by American diplomat Owen N. Denny) and the “Royal Robe Beach Towel,” a clever twist that combines ancient regalia with summer leisure. These items are both symbolic and practical—offering a fresh, fun way to celebrate Korean identity. Innovation Meets Heritage https://www.hankookilbo.com/News/Read/A2025071602160000629?did=NA So what’s driving the popularity of Myuze? One key factor is the brand’s commitment to creative innovation through public participation. Every year, the National Museum Foundation hosts open design contests, encouraging young artists and designers to create new products inspired by historical artifacts. The result is a catalog filled with playful and inventive items. One example is the “Drunken Scholar Color-Changing Cup Set,” which reveals hidden artwork when a cold drink is poured in. Then there are everyday essentials like mini sauce bowls shaped like celadon pots, Korean-inspired mechanical keyboards, and even cultural-themed heat packs—designed not only for utility but also for Instagram-worthy aesthetics. Global Appeal, Local Roots https://www.hankookilbo.com/News/Read/A2025071602160000629?did=NA Foreign tourists are also falling in love with Myuze goods. Whether it’s a unique gift to take home or a way to feel connected to Korean culture, visitors have praised the products for their high quality, originality, and storytelling. Rather than being mass-produced trinkets, these items tell a story—one that bridges the past with the present. This growing appeal mirrors a larger cultural shift among Millennials and Gen Z in Korea and beyond. Tradition is no longer seen as outdated; it’s being rebranded as hip, authentic, and even luxurious. From hanbok-inspired fashion to modern reinterpretations of folk art, the new generation is proudly embracing its heritage—often with a modern twist. From Souvenirs to Cultural Content https://www.hankookilbo.com/News/Read/A2025071602160000629?did=NA Experts believe that Myuze isn’t just selling products—it’s shaping a new category of cultural content. These aren’t just mementos from a museum visit. They’re part of a larger movement that places traditional Korean identity at the heart of contemporary culture—alongside K-pop, K-drama, and K-beauty. With growing interest in sustainable living, craftsmanship, and identity-based design, Myuze goods are also perfectly aligned with global consumer trends. As Korea continues to export its culture through media, design, and cuisine, museum brands like Myuze are set to play a bigger role in how the world experiences and understands Korean tradition. 🛍️ Looking to shop Myuze goods? You can find them at the National Museum of Korea's physical store or visit their online shop. But act fast—many items sell out quickly! ✨ In the age of fast trends and fleeting fads, Myuze is proving that tradition, when thoughtfully reimagined, never goes out of style. #Myuze #NationalMuseumOfKorea #KoreanTradition #MuseumGoods #KCulture #CulturalContent #SeoulMuseum #KoreanHeritage #ModernTradition #MagpieTiger #KoreanDesign #CreativeSouvenirs #ArtMeetsCulture #Taegeukgi #RoyalRobeTowel #ColorChangingCup #KoreanCrafts #TraditionMeetsTrend #HeritageRedefined #KoreanCultureReimagined #MuseumShopping #GiftIdeasFromKorea #CulturalInnovation #KPopInspired #KStyle #GlobalKCulture