National Museum of Korea Sees Record Visitors After Namjoon's Promotion

SEO Keywords: National Museum of Korea, Namjoon, BTS, museum attendance, Joseon art exhibition, Korean culture, Hallyu, Seoul tourism, international visitors, cultural engagement

National Museum of Korea Achieves Unprecedented Attendance in 2025

The National Museum of Korea has shattered its previous attendance records, welcoming 2.7 million visitors in the first half of 2025—a remarkable 64% increase over the same period last year. This surge marks the highest number of visitors since the museum’s relocation to Seoul’s Yongsan District two decades ago, signaling a new era for Korean cultural institutions and their global reach.

The "Namjoon Wave": How BTS's Leader Sparked a Cultural Phenomenon

Much of the recent spike in attendance is being attributed to Kim Namjoon, widely known as RM, the leader of the world-renowned K-pop group BTS. In early June, Namjoon posted an Instagram story highlighting a special exhibition at the National Museum of Korea: “Art of Early Joseon: Masterpieces from the 15th and 16th Century.” The post featured a painting by Yi Am, a Joseon-era master, and quickly went viral among BTS’s global fanbase.

Dubbed the “Namjoon Wave” by local media, this phenomenon has not only driven domestic interest but also attracted a significant number of international visitors. In just six months, the museum welcomed nearly 98,000 overseas guests, surpassing last year’s record for the same period. The impact of Namjoon’s endorsement demonstrates the immense influence of K-pop idols in promoting traditional Korean culture beyond music and entertainment.

Exhibition Spotlight: Art of Early Joseon

The centerpiece of the museum’s recent success is the “Art of Early Joseon” exhibition, running from June 10 to August 31, 2025. This showcase features approximately 400 artifacts, including renowned works such as Eight Views of the Four Seasons by Ahn Gyeon and Bhaishajyaguru Buddha Commissioned by Queen Munjeong. The exhibition aims to illuminate the artistic achievements and aspirations of the Joseon Dynasty, a formative period in Korean history.

The museum has implemented extended hours on Wednesdays and Saturdays to accommodate the influx of visitors, with last entry at 8:20 PM and galleries closing at 9:00 PM. Tickets for the special exhibition are available through online reservation platforms, reflecting the high demand and streamlined visitor experience.

Economic Impact: Record Merchandise Sales and Tourism Boost

The surge in museum attendance has translated into significant economic gains. Merchandise sales at the National Museum of Korea reached a record 11.5 billion won (approximately $8.4 million) in the first half of 2025, underscoring the commercial potential of cultural tourism. Local businesses, from cafes to hotels in the Yongsan area, have reported increased patronage, as both domestic and international tourists flock to the museum and its surrounding attractions.

The influx of international visitors, many of whom are BTS fans, has also provided a boost to Seoul’s broader tourism sector. The city has seen a rise in bookings for cultural tours, language classes, and traditional craft workshops, as travelers seek to deepen their engagement with Korean heritage.

Historical Context: The Museum’s Evolution and Hallyu’s Expanding Reach

Established as the nation’s flagship cultural institution, the National Museum of Korea has played a central role in preserving and promoting Korean history since its inception. The museum’s relocation to Yongsan in 2005 marked a turning point, providing expanded facilities and greater accessibility for visitors. Over the past two decades, the museum has curated exhibitions spanning ancient artifacts, Buddhist art, and contemporary culture.

The current visitor boom is emblematic of a broader trend: the global expansion of Hallyu, or the Korean Wave. While K-pop and K-dramas have long been at the forefront of this movement, 2025 has seen Hallyu extend into the realm of traditional arts and heritage. Museum officials credit this shift to the growing appetite among young audiences for authentic cultural experiences, as well as the influential role of celebrities like Namjoon in bridging the gap between pop culture and historical appreciation.

Regional Comparisons: How Korea’s Museum Boom Stacks Up

The National Museum of Korea’s record-breaking attendance stands out even among Asia’s leading cultural institutions. While major museums in Tokyo, Beijing, and Taipei have also reported increased visitor numbers in recent years, few have matched the pace or scale of growth seen in Seoul in 2025.

Experts attribute Korea’s success to several factors:

• Celebrity Influence: The direct involvement of global stars like Namjoon in promoting exhibitions has created a unique synergy between popular culture and heritage institutions.
• Digital Engagement: The museum’s active use of social media and online reservation systems has made it easier for both local and international visitors to access exhibitions.
• Diverse Programming: The museum’s 2025 lineup includes not only Joseon-era art but also exhibitions on Admiral Yi Sun-sin, moon jars, Japanese fine art, and Islamic art, appealing to a wide range of interests.

By comparison, museums in neighboring countries have relied more heavily on blockbuster international exhibitions or government-led tourism campaigns, with mixed results.

Public Reaction: Enthusiasm and Newfound Appreciation

The response from the public has been overwhelmingly positive. Social media platforms are abuzz with photos and reviews from visitors, many of whom cite Namjoon’s recommendation as their primary motivation for attending. International fans have organized group visits and cultural exchange events, turning the museum into a focal point for global community building.

Local news outlets have highlighted the “Namjoon Wave” as a turning point in cultural engagement, with commentators noting that traditional museums are now attracting a younger, more diverse audience. Museum officials have expressed hope that this momentum will continue, fostering a deeper appreciation for Korea’s artistic heritage among future generations.

Beyond the Exhibition: Broader Cultural Initiatives

The National Museum of Korea is capitalizing on its newfound popularity by expanding its educational and research programs. In 2025, the museum plans to open a conservation science center, expand its academy, and launch research projects on Korean culinary culture, woodworking, and epigraphy. These initiatives aim to position the museum as not only a tourist destination but also a hub for cultural scholarship and innovation.

Conclusion: A New Chapter for Korean Cultural Heritage

The unprecedented surge in visitors to the National Museum of Korea in 2025 reflects the powerful intersection of pop culture and historical appreciation. Namjoon’s influence has demonstrated the potential for celebrities to drive meaningful engagement with heritage institutions, while the museum’s dynamic programming and digital outreach have set new standards for accessibility and relevance.

As the “Namjoon Wave” continues to ripple through Seoul and beyond, the National Museum of Korea stands poised to lead a new chapter in the global appreciation of Korean culture—one that bridges past and present, tradition and innovation, local pride and international curiosity.