Museum brand 'MU:DS' sales soar 90% in first half, driven by Pensive Bodhisattva miniature and BTS collaboration

The National Museum of Korea's merchandise brand, 'MU:DS,' has seen a significant surge in sales, reaching 21.8 billion won in the first half of the year. This represents a remarkable 90% increase compared to the same period last year, indicating a growing consumer interest in experiencing cultural heritage through everyday items.

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The museum merchandise brand 'MU:DS' recorded sales of 21.8 billion won in the first half of this year, an increase of about 90% compared to the same period last year.

The brand's flagship product, the miniature Pensive Bodhisattva statue, has been a consistent bestseller. It sold approximately 12,000 units in the first half alone, pushing its cumulative sales past 61,000 since its 2021 debut. The statue gained even wider attention after being revealed as a personal collection item of BTS member RM, leading to temporary stockouts.

Collaborations have also driven sales, particularly a joint product with HYBE featuring BTS. Launched on March 20, this collaboration generated about 43 million won in sales at the National Museum of Korea's shop within just two days, coinciding with a concert in Gwanghwamun.

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The Pensive Bodhisattva miniature was the most popular product.

Foreign visitors are increasingly contributing to MU:DS's success. Their sales in the first half of the year nearly doubled compared to the previous year, reaching around 1 billion won. Popular items among international tourists include art prints, magnets, and the Pensive Bodhisattva miniature, demonstrating a global appeal for Korean cultural artifacts.

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This product, MU:DS's representative steady seller, sold about 12,000 units in the first half alone, and its cumulative sales since its launch in 2021 have exceeded 61,000.