From Joseon-Era Chaekgado to BLACKPINK Goods... A "K-Cultural Heritage Showcase" Opens in Malaysia

National Museum Foundation of Korea opens permanent MU:DS exhibition to coincide with opening of Korean Cultural Center in Malaysia
A contemporary chaekgado spans a wall about 6 meters high and more than 9 meters wide, featuring the Pensive Bodhisattva and moon jars
Third exhibition at a Korean Cultural Center overseas, following Hong Kong and Los Angeles; expansion to Sweden planned for 2027

Chaekgado, paintings of bookshelves depicting books, ceramics, stationery and other objects collected by Joseon-era scholars, has been reimagined in a contemporary style in Malaysia. Instead of old books, the shelves hold products inspired by the Pensive Bodhisattva and moon jars, as well as merchandise created in collaboration with BLACKPINK. The exhibition reinterprets Korea’s traditional cultural heritage through everyday items and contemporary design.

A view of “KOREA, COLLECTED.,” a permanent exhibition by MU:DS of the National Museum Foundation of Korea at the Korean Cultural Center in Malaysia, which opened on the 30th. The exhibition space reinterprets Joseon-era chaekgado paintings in a contemporary style across a wall connecting the center’s first and second floors, measuring approximately 6 meters high and more than 9 meters wide. National Museum Foundation of Korea

The National Museum Foundation of Korea said it opened “KOREA, COLLECTED.,” a permanent exhibition of its museum merchandise brand MU:DS, on October 30 to coincide with the opening of the Korean Cultural Center in Malaysia.

The centerpiece of the exhibition is a large wall extending from the center’s first to second floor, measuring about 6 meters high and more than 9 meters wide. Inspired by Joseon-era chaekgado paintings, the entire wall has been transformed into a vast display cabinet.

Traditional chaekgado paintings used precious objects such as books, ceramics and stationery to reveal their owners’ tastes and scholarly aspirations. This exhibition fills that space with contemporary products incorporating the forms, colors and patterns of Korea’s cultural heritage. Each shelf is arranged as an independent display space, while the entire installation is designed to form a single chaekgado.

The exhibition title, “KOREA, COLLECTED.,” conveys the idea of bringing together the diverse design elements found in Korea’s cultural heritage and reinterpreting them through contemporary design.

The exhibition is organized around three themes. “KOREA IN BLOOM” expresses Korean identity through the national flag and moon jars. “ANCIENT, RECOLORED” presents products that add contemporary colors to forms drawn from ancient cultural heritage.

“HERITAGE IN POP” explores the intersection of traditional cultural heritage and popular music through products created in collaboration with BLACKPINK.

The exhibition also features products inspired by Korean cultural heritage, including the Pensive Bodhisattva, celadon and white porcelain, mother-of-pearl inlay, and Irworobongdo, as well as special products from regional museums. It also showcases collaborations with domestic and international brands, including CASETiFY and Amorepacific.

MU:DS is a name combining “Museum” and “Goods.” The National Museum Foundation of Korea uses the brand to present museum collection items reimagined as contemporary designs and everyday products.

Recently, the foundation has expanded beyond sales inside museums to collaborations with cultural institutions overseas. It held an exhibition in Hong Kong last year, in Los Angeles this May, and now in Malaysia. This is the third MU:DS exhibition held at a Korean Cultural Center overseas. The foundation plans to expand the exhibition to Sweden in the first half of 2027.

It is also collaborating with major museums overseas. At the San Francisco Museum of Modern Art (SFMOMA), MU:DS products are being presented in connection with a special exhibition whose planning included participation by BTS member RM.

At the British Museum in the United Kingdom, orders for products linked to the overseas touring exhibition “Korea: 2000 Years of Creativity,” featuring the Lee Kun-Hee Collection, have been placed three times.

The foundation is also expanding its overseas distribution and partnerships through the Smithsonian in the United States; the Tokyo National Museum in Japan; the Musée des Arts Décoratifs and the Guimet National Museum of Asian Arts in France; and the Hong Kong Palace Museum.

“More important than growth in scale is that we have created an opportunity to see our cultural heritage in a new light,” said Jung Yongseok, president of the National Museum Foundation of Korea. “We will work to make MU:DS a welcoming point of connection with Korean cultural heritage around the world, sharing the beauty and meaning of our culture.”

This content was produced with the assistance of AI translation services.