[OSENWORLD] HYBE has signed a landmark memorandum of understanding (MOU) with the National Museum of Korea and the Korea National Museum Cultural Foundation to expand the global influence of Korean cultural heritage.
The signing ceremony took place on Oct. 2 at the National Museum in Seoul, with HYBE chairman Bang Si-hyuk, National Museum director Yoo Hong-jun, and Cultural Foundation president Jung Yong-seok in attendance. The three parties agreed to strengthen the value of Korea’s cultural products and extend their reach into the global marketplace by linking museum heritage with K-pop’s worldwide influence.
As part of the partnership, HYBE and the museum’s cultural brand MU:DS will collaborate on developing merchandise that blends HYBE artist IP with designs inspired by national treasures. HYBE will also use its global distribution network to bring these products overseas while jointly promoting the museum’s collections to international audiences.
The collaboration follows last year’s “Dalmajung” project, which fused traditional Korean aesthetics—such as the iconic White Porcelain Moon Jar and the gilt-bronze pensive bodhisattva—with BTS branding to create modern lifestyle items that gained attention at home and abroad.
Bang Si-hyuk commented, “It is an honor to collaborate with institutions that represent Korea’s history and identity. HYBE will devote all our resources and passion to share the pride of Korean culture with the world.”
National Museum director Yoo Hong-jun added, “As the root and inspiration of K-culture, our mission is to share traditional heritage with a global audience. This collaboration with HYBE creates an opportunity to show the beauty of our cultural assets in new and modern ways.”
With this initiative, HYBE and the National Museum aim to broaden K-culture beyond music, positioning Korean heritage as a powerful global brand in its own right.
/k_inside@osen.co.kr
Courtesy of HYBE
