Rising Popularity of the National Museum of Korea
The National Museum of Korea in Seoul has seen an unprecedented surge in visitor numbers, with projections suggesting it may soon break its own attendance records. As of August 25, the museum welcomed over 4 million visitors this year alone, surpassing the total for all of 2024 and breaking the previous high set in 2023. If current trends continue, the museum is on track to reach the 5 million mark by the end of the year — a milestone that would mark the first time in its 80-year history.
This impressive growth reflects not only the museum’s growing appeal but also the broader interest in Korean culture. Monthly attendance has steadily increased, with January and February each seeing more than 500,000 visitors. July saw a particularly high number, with over 747,000 people passing through the doors. By the end of last month, the average daily attendance was around 24,000, and August has already exceeded 700,000 visitors.
Experts believe the rise in visitors is partly due to the global popularity of Korean cultural exports. The recent success of the Netflix animated film K-Pop Demon Hunters, which features traditional Korean elements such as the gat hat and tigers, has sparked renewed interest in the country’s heritage. The museum has noted that this trend reflects the expansion of the Korean Wave beyond K-pop and K-food into “K-tradition.”
A Growing Audience Across Generations
The increase in visitors spans multiple age groups, with a significant portion coming from young adults in their 20s and 30s. This demographic is drawn not only to the permanent exhibitions but also to special events, theater performances, and educational programs. Combined annual visits to the National Museum of Korea and its 13 affiliated museums have exceeded 10 million for two consecutive years, with foreign visitors reaching an all-time high in 2024.
In addition to the rising foot traffic, the museum has also seen a surge in sales of museum-themed merchandise. In the first half of 2025, sales of these items reached 11.5 billion won (approximately $8.4 million), indicating strong public engagement with the institution.
Challenges of Rapid Growth
Despite the positive trends, the museum faces challenges related to infrastructure and safety. When the museum relocated to its Yongsan site in 2005, its exhibition halls were designed to handle about 18,000 visitors per day. However, recent surges — especially during peak seasons like summer vacation — have strained facilities and raised concerns about the safety of artifacts and the comfort of visitors.
To address these issues, the museum has encouraged visitors to use public transportation, warning that parking could take over an hour due to congestion. Additional guides and security staff have been deployed at entrances, and plans are underway to build a new children’s museum on the grounds. This expanded facility will be three times the size of the current one and include family-friendly rest areas. The project is expected to be completed by 2029.
Calls for Increased Resources
A museum official acknowledged that while visitor numbers have grown significantly, the budget and facilities have remained largely unchanged since the 2005 relocation. This has led to calls for increased resources and staffing to meet the growing demand.
With the upcoming Chuseok holiday in October expected to further boost attendance, the museum is preparing for another busy season. As it continues to attract more visitors, the challenge will be to maintain the quality of the experience while ensuring the safety and preservation of its collections.
