NMK's 'Costume Contest and MU:DS' Craze... PR Director KIM JAE HWAN: "7 Million Visitors Expected This Year, Youth and College Students Free Even If Fees Introduced"

[Joo Young-jin's News Briefing]

When quoting this interview, please credit SBS's "Joo Young-jin's News Briefing." Copyright belongs to SBS.

■ Broadcast: SBS "Joo Young-jin's News Briefing" Monday–Friday (14:00–15:20)
■ Host: Anchor Joo Young-jin
■ Guest: KIM JAE HWAN, Head of Cultural Exchange and Public Relations Division, National Museum of Korea
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● Interview

KIM JAE HWAN / Head of Cultural Exchange and Public Relations Division, National Museum of Korea
"Over 5.7 million visitors as of late September... Expecting 7 million visitors this year"
"Room of Quiet Contemplation offers a different depth of emotion than other artifacts"
"Will establish customer information data system before introducing admission fees"
"Revenue from admission fees goes to the national treasury... Free admission for students will continue"
"Visitors can experience diverse world cultures in addition to Korean culture"

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▷ Joo Young-jin / Anchor: Just a few years ago, when traveling abroad to major museums like the Louvre, I used to think, "There are so many people, I'm envious. Will our museums ever attract this many visitors?" But these days, it feels like the situation has reversed. It has become truly difficult to visit the National Museum of Korea. You just heard it directly moments ago. We need to talk about the National Museum of Korea. KIM JAE HWAN, Head of the Cultural Exchange and Public Relations Division, is here with us. Welcome.

▶ KIM JAE HWAN / NMK Cultural Exchange and PR Director: Nice to meet you.

▷ Joo Young-jin / Anchor: About how many daily visitors does the National Museum of Korea get these days?

▶ KIM JAE HWAN / NMK Cultural Exchange and PR Director: About 20,000 to 30,000 a day. That is a 20% to 30% increase compared to last year, surpassing 5.7 million visitors as of the end of September. If this trend continues, we expect it could reach 7 million by the end of the year.

▷ Joo Young-jin / Anchor: Looking at the numbers, if this trend keeps up, it will soon surpass the number of baseball fans visiting professional baseball stadiums.

▶ KIM JAE HWAN / NMK Cultural Exchange and PR Director: Last year, if you include regional national museums, it already surpassed professional baseball attendance.

▷ Joo Young-jin / Anchor: 20,000 to 30,000 visitors a day. What about weekends? On weekends and holidays.

▶ KIM JAE HWAN / NMK Cultural Exchange and PR Director: There are quite a lot on weekends. Typically, visitor numbers are high during the summer vacation season in July and August, decline in September when schools start, and peak in October and November. These days, we really feel that the popularity of the National Museum of Korea continues unabated.

▷ Joo Young-jin / Anchor: When do you think the turning point was? In the past, there was definitely a perception that our National Museum of Korea was somewhat dull and that there was not much to see even if you went. But that has completely changed. When do you think that turning point occurred?

▶ KIM JAE HWAN / NMK Cultural Exchange and PR Director: Looking at evaluations from both inside and outside the museum, we think the COVID-19 pandemic brought about this change. As you know, during COVID-19, people were in a situation where they could not visit museums.

▷ Joo Young-jin / Anchor: That is right.

▶ KIM JAE HWAN / NMK Cultural Exchange and PR Director: Under those circumstances, there were internal deliberations on how to innovate our exhibitions. As our exhibitions underwent innovative changes, people began to recognize that transformation, and visitor numbers gradually started to grow. Then last year, it garnered attention once again thanks to works like "K-Pop: Demon Hunters," which led to an even bigger increase.

▷ Joo Young-jin / Anchor: First of all, what is the most popular spot in the National Museum of Korea?

▶ KIM JAE HWAN / NMK Cultural Exchange and PR Director: It would undoubtedly be the Room of Quiet Contemplation, which houses two Pensive Bodhisattvas.

▷ Joo Young-jin / Anchor: The Pensive Bodhisattva always appeared in art textbooks since we were young, so one feels as if they know it even without seeing it in person. What is it like?

▶ KIM JAE HWAN / NMK Cultural Exchange and PR Director: Those who have visited the Room of Quiet Contemplation know this well, but typically, people associate a museum with exhibition rooms packed with artifacts—old artifacts—where we feel an unapproachable aura. In the case of the Room of Quiet Contemplation, only the two statues are enshrined, and the space was designed with an atmosphere where visitors can fully immerse themselves in their presence and aura.

▷ Joo Young-jin / Anchor: The ones being shown on the screen.

▶ KIM JAE HWAN / NMK Cultural Exchange and PR Director: That is why the depth of emotion, so to speak, is distinct from that of other artifacts.

▷ Joo Young-jin / Anchor: For those who have not been able to visit, where were those two originally located before being brought here to the National Museum of Korea?

▶ KIM JAE HWAN / NMK Cultural Exchange and PR Director: We do not know where they originally resided. Even now, their exact origins remain unknown.

▷ Joo Young-jin / Anchor: The two in the Room of Quiet Contemplation. When entering that room, many people naturally feel solemn and reflective, and it must feel serene upon stepping inside.

▶ KIM JAE HWAN / NMK Cultural Exchange and PR Director: It is a quiet space, but because there are so many visitors, it is not always completely silent. However, many people who experience daily stress or fatigue say that coming to the Room of Quiet Contemplation gives them a sense of healing and comfort.

▷ Joo Young-jin / Anchor: The Pensive Bodhisattvas and the Room of Quiet Contemplation are the most popular spots. And you mentioned it just a moment ago. Starting around last year, whenever people talk about the National Museum of Korea, buying souvenirs—whether by young visitors or foreign tourists—is a must. Are they called NMK MU:DS?

▶ KIM JAE HWAN / NMK Cultural Exchange and PR Director: Yes, they are called MU:DS.

▷ Joo Young-jin / Anchor: That you absolutely have to buy them.

▶ KIM JAE HWAN / NMK Cultural Exchange and PR Director: Exactly. People don't just come to the museum to view artifacts; they feel a desire to keep these artifacts in their hands or on their desks. Drawing inspiration from that, we developed MU:DS, and in terms of design, color, and aesthetic elements, they are very stylish and sophisticated.

▷ Joo Young-jin / Anchor: There is also Pensive Bodhisattva MU:DS.

▶ KIM JAE HWAN / NMK Cultural Exchange and PR Director: Products like the Pensive Bodhisattva "Mind Series" remain among the bestsellers. And one of the most consistently popular items lately, which many might not know about, is inspired by a painting by Kim Hong-do depicting a drunken scholar. It is called the Drunken Scholar liquor cup, a color-changing cup where the scholar's face turns red when liquor is poured into it.

▷ Joo Young-jin / Anchor: Isn't that the cup right there? Sold out.

▶ KIM JAE HWAN / NMK Cultural Exchange and PR Director: It is one of our steady sellers. That cup shows the figure of the scholar from Kim Hong-do's painting.

▷ Joo Young-jin / Anchor: So when you actually pour alcohol into it like that—

▶ KIM JAE HWAN / NMK Cultural Exchange and PR Director: The face changes. Turning into a drunkard.

▷ Joo Young-jin / Anchor: That was a brilliant idea. That would definitely catch the interest of liquor enthusiasts. And items like gat (traditional Korean hats) are also very popular under the influence of "K-Pop: Demon Hunters."

▶ KIM JAE HWAN / NMK Cultural Exchange and PR Director: Yes, and among hat-related items that sell well in our MU:DS line, we made a wine stopper modeled after that headgear during our exhibition on Yi Sun-sin.

▷ Joo Young-jin / Anchor: Modeled after a gat?

▶ KIM JAE HWAN / NMK Cultural Exchange and PR Director: Rather than a gat, it is the kind worn by military commanders, and that has been very popular.

▷ Joo Young-jin / Anchor: Like a helmet worn by generals. When it comes to Admiral Yi Sun-sin, there is no South Korean citizen who does not know him. I sometimes imagine what Admiral Yi Sun-sin really looked like. Since there are few portraits and detailed physical records left, the face of Admiral Yi Sun-sin that we know isn't his real face, but one painted based on conjecture, right?

▶ KIM JAE HWAN / NMK Cultural Exchange and PR Director: Yes, that is how I understand it. There is a theory that it was painted using a model, but I am not a specialized scholar, so I cannot say for certain.

▷ Joo Young-jin / Anchor: And another thing that was an undisputed hit at the National Museum of Korea recently, shown in the video a moment ago, was citizens directly participating to recreate the appearance of our traditional cultural heritage with their own bodies. It seemed like a massive hit. It is showing on the screen right now.

▶ KIM JAE HWAN / NMK Cultural Exchange and PR Director: That is the NMK Costume Contest event we hosted.

▷ Joo Young-jin / Anchor: The NMK Costume Contest—what is that royal seal right there?

▶ KIM JAE HWAN / NMK Cultural Exchange and PR Director: That is a national seal.

▷ Joo Young-jin / Anchor: Dressed like a turtle—and what truly astonished the visitors who came to the venue the most was the carp water dropper, right? Was that the one?

▶ KIM JAE HWAN / NMK Cultural Exchange and PR Director: It was the White Porcelain Carp-shaped Water Dropper that won the Grand Prize. This is one of the donated items we received—one from Chairman Lee Kun-hee's collection—

▷ Joo Young-jin / Anchor: Back then, people probably didn't know it very well.

▶ KIM JAE HWAN / NMK Cultural Exchange and PR Director: Right. If you compare it to the original, you can clearly see how well it captures the tension and form.

▷ Joo Young-jin / Anchor: It would be great to see a video comparing it side-by-side with the original. Even though they only posed like that briefly, people applauded enthusiastically and loved it, according to reports.

▶ KIM JAE HWAN / NMK Cultural Exchange and PR Director: That person said it cost only 40,000 won to do that costume.

▷ Joo Young-jin / Anchor: It cost only 40,000 won for that costume. The screen is showing them reenacting it once again. Even the MC—

▶ KIM JAE HWAN / NMK Cultural Exchange and PR Director: It is very strenuous because it is difficult to keep the legs raised.

▷ Joo Young-jin / Anchor: That looks like the posture soldiers take during guerrilla training in the military.

▶ KIM JAE HWAN / NMK Cultural Exchange and PR Director: Exactly that.

▷ Joo Young-jin / Anchor: White Porcelain Carp-shaped Water Dropper by the Jeon Eun-seul team. How on earth did they come up with such an ingenious idea? Viewers watching must also be thinking, "It looks so similar." Shall we hear directly from that person? Let's take a listen.

▷ Joo Young-jin / Anchor: A high school's graduation album photos became viral, and for a long time now, it creates buzz every year when the yearbook comes out. It seems like with every passing year, the NMK Costume Contest will also bring forth astonishing ideas.

▶ KIM JAE HWAN / NMK Cultural Exchange and PR Director: This started in 2024.

▷ Joo Young-jin / Anchor: Two years ago.

▶ KIM JAE HWAN / NMK Cultural Exchange and PR Director: It began back then under the title "Night at the Museum: NMK is Alive," asking, "How can we make artifacts feel approachable and familiar?" and "How can we engage the younger generation?" Last year, during our second competition, we named it the "NMK Costume Contest." Two men dressed up as the "Gold Earrings from Hwango-dong," artifacts excavated in Gyeongju, which drew immense attention and became a viral sensation. Through that, more people learned about the contest. This year, three times as many teams applied compared to last year, and it became an enormous viral hit on social media, including YouTube and Instagram, turning into a nationwide event that many people love and enjoy.

▷ Joo Young-jin / Anchor: You plan to hold it every year going forward, right?

▶ KIM JAE HWAN / NMK Cultural Exchange and PR Director: That's right.

▷ Joo Young-jin / Anchor: Are there gifts or prize money for the winners?

▶ KIM JAE HWAN / NMK Cultural Exchange and PR Director: The prize money is 3 million won for the Grand Prize.

▷ Joo Young-jin / Anchor: Even aside from the prize money, participating joyfully with friends like that with creative ideas seems wonderful. It looks like Xuanzang (Monk Tang) is also appearing on screen now.

▶ KIM JAE HWAN / NMK Cultural Exchange and PR Director: Because it was a Buddhist temple bell, a beomjong, a monk appeared alongside it to strike the bell.

▷ Joo Young-jin / Anchor: On charging admission for the NMK—is it currently free?

▶ KIM JAE HWAN / NMK Cultural Exchange and PR Director: It is free.

▷ Joo Young-jin / Anchor: But museums abroad almost all charge fees.

▶ KIM JAE HWAN / NMK Cultural Exchange and PR Director: Generally, some charge admission while others are free—about half and half. Discussions on introducing paid admission have been ongoing since last year. As we prepare for paid admission, we actually need a system beforehand. We do not yet systematically track who visits, their age groups, the ratio of males to females, or the exact breakdown between domestic and foreign visitors. So we plan to prepare for paid admission step-by-step by establishing a system that compiles and analyzes such customer information.

▷ Joo Young-jin / Anchor: So it is not about switching to paid admission immediately. Also, because it is free, it is more popular and attracts many visitors. But when looking at places like the Louvre Museum, I personally wonder if charging a small fee, given NMK's level of popularity, and using that money to build an even better museum could also be a viable path.

▶ KIM JAE HWAN / NMK Cultural Exchange and PR Director: Even if fees are introduced, many people, including youth and university students, will likely still be admitted free of charge. It won't be entirely paid admission; we expect roughly half and half. Furthermore, we cannot directly use the revenue generated from admission fees.

▷ Joo Young-jin / Anchor: I see.

▶ KIM JAE HWAN / NMK Cultural Exchange and PR Director: It cannot be spent on acquiring artifacts for the museum or improving facilities; it goes straight into the national treasury. So the museum cannot actually gain anything directly from introducing fees.

▷ Joo Young-jin / Anchor: Is that mandated by law?

▶ KIM JAE HWAN / NMK Cultural Exchange and PR Director: Yes, it is. That is why various institutional adjustments are needed.

▷ Joo Young-jin / Anchor: It sounds like the law needs to change. If revenue comes in from charging admission at the National Museum of Korea, it should be used for the museum itself.

▶ KIM JAE HWAN / NMK Cultural Exchange and PR Director: That applies not only to us but also to other state agencies across various sectors, so it requires broader discussion.

▷ Joo Young-jin / Anchor: It looks like institutional improvements are necessary. The National Assembly and the government will definitely have a role to play. Lastly, although many people visit, there are surely those who have not yet visited or do not know much about the National Museum of Korea. Could you introduce it to us? Where is it located, and what are the opening hours?

▶ KIM JAE HWAN / NMK Cultural Exchange and PR Director: It is located in Yongsan, and operates from 9:30 a.m. to 6:00 p.m. To share a tip, we have evening openings on Wednesdays and Saturdays. Because we stay open until 9:00 p.m. on those days, if you visit then, you can view places like the Room of Quiet Contemplation in a very peaceful setting rather than when it is crowded. Also, since it is autumn now, the weather is wonderful, and as the museum's garden is now 20 years old, the trees have grown beautifully. So taking a stroll through what we call the Mir Garden at the museum would be great. And on the third floor, which many people might not be aware of, while we are the National Museum of Korea and primarily house Korean artifacts, you can also encounter diverse world cultures such as Asian, Greek, Roman, Islamic, and Central Asian civilizations. I recommend exploring those galleries as well.

▷ Joo Young-jin / Anchor: It seems the Head of Cultural Exchange and PR at the National Museum of Korea must be a great speaker as well.

▶ KIM JAE HWAN / NMK Cultural Exchange and PR Director: Thank you.

▷ Joo Young-jin / Anchor: You explained everything so clearly that it was very easy to understand. Thank you. We also look forward to the National Museum of Korea thriving even further and welcoming even more visitors in the future.

▶ KIM JAE HWAN / NMK Cultural Exchange and PR Director: Thank you.

▷ Joo Young-jin / Anchor: Thank you.

※ Please watch the video for more details.
※ Please note: This article was translated by AI and may contain errors.