SK Telecom to Link Cultural Artifacts Encountered in Seongsu with Regional Travel

[Financial News] SK Telecom is launching a cultural tourism initiative to introduce Korean cultural artifacts at its brand experience space in Seoul’s Seongsu-dong, which draws strong interest from foreign tourists, and channel visitors’ interest into visits to regional museums and tourist attractions.
SK Telecom said on the 12th that it would pursue a public-private partnership project, K-Treasure Road, with the National Museum of Korea, the Visit Korea Committee and the Cultural Foundation of National Museum of Korea.
The initiative was conceived in connection with the 2027–2029 Visit Korea Year. It will feature exhibitions and hands-on programs centered on cultural artifacts at T Factory Seongsu, a popular destination for young people and foreign tourists, and encourage visitors to travel to museums that house the artifacts and surrounding areas.
SK Telecom will provide the exhibition space and co-create content with the Visit Korea Committee. It plans to use the venue’s digital exhibition facilities to present cultural artifacts and Muds (MU:DS), the national museum merchandise brand, as interactive content. The name MU:DS combines “museum” and “goods.”
The Visit Korea Committee will oversee planning and operation of the initiative, promotion and links to regional tourism. The National Museum of Korea will handle expert review of the content, while the Cultural Foundation of National Museum of Korea will jointly plan and produce collaborative Muds merchandise.
The first collaborative program will be unveiled this November. The initiative will then be expanded in stages through 2027, with plans to create a tourist route connecting T Factory Seongsu, the National Museum of Korea and regional museums. Local tourist attractions and small businesses will also be included in the network.
Yoon Jae-woong, head of SK Telecom’s Product & Brand Division, said, “Through this collaboration, visitors to T Factory Seongsu will be able to discover the appeal of Korean cultural artifacts in a new way and enjoy the pleasures of regional travel as well.”

[email protected] Yoon Hong-jip Reporter