Muds Exports Linked to BTS RM Special Exhibition in U.S., Worth About $110,000

[Financial News] Muds, a museum merchandise brand, has been exported to the United States in connection with BTS RM's special exhibition in a deal worth about $110,000. It marks the largest-ever single export by the Cultural Foundation of National Museum of Korea to an overseas museum.
The foundation said on the 1st that it will supply 39 types of Muds to the museum shop at the San Francisco Museum of Modern Art (SFMOMA). The initial order was about 71% larger than the combined value of two exports made during last year's special exhibition of Lee Kun-hee's donated works at the Smithsonian, which totaled about $64,000.
The special exhibition, "RM x SFMOMA: Between You and Me," runs from the 3rd through February 7 next year. RM, a global ambassador for the National Museum of Korea, co-planned the exhibition with the museum, which presents more than 180 works, including pieces from RM's personal collection and the museum's holdings.
The featured product is the "Miniature Gilt-bronze Maitreya in Meditation (Heart Series)," which is also known to be part of RM's collection. Artist Choegosim added a new interpretation to the existing miniature, depicting heart gestures made with a cheek, both hands, and a thumbs-up. Products inspired by moon jars, celadon, mother-of-pearl inlay, and bojagi are also being presented.
The British Museum in London will receive 18 types of Muds. The products are linked to the overseas touring exhibition of Lee Kun-hee's donated works, "Korea: 2,000 Years of Creativity," which runs from today through January 31 next year.
After stops in Washington, D.C., and Chicago, this is the tour's third and final exhibition, featuring 100 works. The foundation prepared products inspired by exhibited pieces, including Jeong Seon's "Inwangjesaekdo," "Irworobongdo," and "Magpie and Tiger."
The contemporary art exhibition that RM helped plan and the Lee Kun-hee donation exhibition have effectively been linked to overseas distribution channels for museum merchandise. Both offer visitors an opportunity to encounter everyday products that reinterpret cultural heritage alongside the experience of viewing art.
The foundation also plans to present products related to special exhibitions on Silk Road cultural exchange and Buddhist art at the Hong Kong Palace Museum at the end of the year.
Jung Yong-seok, president of the Cultural Foundation of National Museum of Korea, said, "We will continue to promote the appeal of Korea's cultural heritage around the world with products that reflect local exhibitions and visitors' interests."

[email protected] Jang In-seo Reporter