National Museum of Korea Announces Record-Breaking Revenue in 20 Years, Partially Thanks to Items Featured by RM

 

 

 

For a long time, RM has been known for his profound love of the arts. Whenever his schedule allows, he regularly visits museums and exhibition both in Korea and around the world. He also devotes considerable effort to studying painting, fine art, and art history, collecting valuable artworks, and embracing engagement with art a a core way of nurturing his mind and spirit.

 

Beyond personal appreciation, RM has actively contributed the preservation and development of the arts. In 2020, he donated 100 million won to the National Museum of Modern and Contemporary Art of Korea (MMCA) to support the republication of rare art books. He has also supported the Overseas Korean Cultural Heritage Foundation in Restoring cultural artifacts held in the United States, including a royal Joseon-era wedding robe.

 

 

 

 

 

Notably, RM's deep passion for art has extended beyond himself to influence his fdans, sparking renewed interest among young people in museums, exhibitions, art, and culture—fields often overlooked in an era of rapid social and technological change. Over visible result of this influence is that the National Museum of Korea, which RM frequently visits and shares on social media, has entered the six-million-visitors era this year. By visitor numbers, the museum now ranks fourth in the world, follwing the Louvre, the Vatican Museums, and the British Museum.

In particular, the National Museum of Korea recently announced that, thanks to the so called "RM effect," it has recorded its highest museum merchandise revenue in 20 years. According to Korean media reports, the museum's revenue grew rapidly—from 2.4 billion won (approximately USD 1,663,200) in 2007 to 8.7 billion won (approximately USD 6,029,100) in 2019. Due to the impact of COVID-19, revenue fell to 3.7 billion won (approximately USD 2,560,400) in 2020, but later rebounded strongly, reaching 15 billion won (approximately USD 10,395,000) in 2023, 21.3 billion won (approximately USD 14,760,900) last year, and surpassing 35.7 billion won (approximately USD 24,740,100) as of November this year.

Kim Mi-kyung (51), Head of Product Business at the National Museum Cultural Foundation, confirmed that the most significant turning point in the popularity if the museum's merchandise came in June 2024, when RM posted a photo on social media featuring two pastel-colored miniature statues of the Pensive Bodhisattva (Bangsanyusang). Although this occured during the height of the pandemic, online sales at the museum increased fourfold following the post, becoming a catalyst for the spread of a merchandise-collecting culture among the MZ generation.

 

 

 

Appearing on You Quiz on the Block, Kim recalled the moment in detail: "One day, RM suddenly posted a photo of the miniature on his social media—and everything exploded." She continued, "Recently, RM was discharged from the military, and we're seeing ARMYs visiting the museum. One foreign fan even bought the Pensive Bodhisattva in every color. He's had such a positive influence—we're incredibly grateful.

The impact did not stop there. The enamel pin Kkachi-Tiger, depicting a magpie perched atop a tiger and reported as one of the best-selling items in the museum's MU:DS merchandise line, also went viral after RM wore it on his lapel during his speech at the APEC CEO Summit 2025.

 

 

 

Beyond boosting sales figures, RM's actions have significantly shaped public perceptions of museums ad the arts. Kim explained, "In the past, visiting an exhibition marked the end of the experience. Now, people want the emotional resonance they feel while viewing artifacts to extend into their everyday lives, and merchandise serves as that bridge. In fact, purchasing goods has become a purpose in itself. Whereas, people once bought items incidentally after an exhibition, a new generation has emerged that visits museums specifically to buy merchandise."

The surge in both revenue and visitor numbers at the National Museum of Korea serves as tangible proof of the assertion that RM is not just a musician, but a cultural icon. Through sincerity and a sustained love for the arts, RM has helped an entire generation learn how to engage in reflection and emotional healing through art, transforming cultural heritage into someting living, accessible, and deeply meaningful.

It is undeniable that RM possesses a form of soft power capable of narrowing the gap between academic art and younger generations, offering them a "key" to enter the world of cultural heritage. His example once again underscores the profound cultural influence of BTS—one of the leading K-pop acts of our time—and provides valuable insight for cultural policy makers seeking sustainable models for heritage promotion.

 

Looking ahead, in 2026, RM will introduce his personal artistic world to fans and the global public for the first time through an exhibition titled "RM x SFMOMA" at the San Fransisco Museum of Modern Art (SFMOMA), scheduled to run from October 2026 to February 2027.

 

The exhibition will present more than 200 works from RM's personal collection alongside selected pieces from SFMOMA and will mark the first time a K-pop artist has served as a co-curator at a major contemporary art museum. It is widely seen as an effort to connect Korean art with the global contemporary art landscape while clearly reflecting RM's aesthetic vision and intellectual depth.