– ‘National Museum of Korea x Mooze’ Keyword Project Sees Funding Increase 18-Fold Compared to Last Year
– Silla Gold Crown Jewelry Wadiz Exclusive Edition Sells Out Within Two Days of Launch
– Global Response Confirmed in the U.S. and Beyond… Museum Merchandise Demonstrates Global Demand Through Wadiz
Wadiz(CEO Shin Hye-seong, www.wadiz.kr) announced that its museum merchandise project, which reinterprets traditional Korean culture in a modern way, is achieving remarkable results in the crowdfunding market.
The market for museum merchandise has recently shown significant growth. According to the National Museum of Korea Foundation, sales of museum merchandise from January to October of this year exceeded 30 billion won for the first time since the foundation’s establishment. As interest in traditional culture grows, there is a clear trend toward increased demand for cultural products, including museum merchandise.
This trend is also evident in Wadiz. In 2025, museum merchandise projects Wadizthat included the keywords “National Museum of Korea” and “Muz” saw a roughly 18-fold increase in cumulative funding compared to the previous year, while the number of users signing up for pre-release notifications also rose by about six times, indicating that interest in museum merchandise is quickly translating into actual participation in crowdfunding campaigns.
A prime example is KIMSMI’s exclusive edition of Silla-style gold crown jewelry. This project attracted nearly 3,000 pre-registrants and surpassed 130 million won in cumulative funding.
Inspired by the gold crown tombs of the Silla Dynasty, this crowdfunding campaign featured brooches, necklaces, and earrings. It sought to differentiate its products by exclusively launching a brooch Wadiz that incorporated emerald-colored cubic zirconia into the existing design, and the entire stock sold out within two days of the project’s launch.
In addition, the event attracted international attention as supporters from the U.S. and other English-speaking countries continued to participate. Analysts note that, in tandem with the global success of K-content such as "K-Pop Demon Hunters," interest in merchandise that reinterprets traditional Korean culture in a modern way is spreading overseas as well.
As a result, makers are utilizing Wadiz funding as a new sales channel to quickly gauge international reactions and validate initial demand.
In addition, the museum’s merchandise project—which includes jewelry inspired by Joseon white porcelain, incense holders modeled after traditional hearths, and flower trays recreating small traditional household tables—has been garnering a positive response across various categories, such as jewelry and home goods.
A Wadiz representative stated, “The Silla Gold Crown Merchandise Project is a prime example of how Wadizhas confirmed the market potential and global reception of museum merchandise,” adding, “We plan to continue supporting various collaborations and global expansion so that merchandise makers who reinterpret traditional culture in a modern way can create new opportunities beyond existing distribution channels.”
Meanwhile, Wadizplans to launch a new merchandise project inspired by the preserved Buddha statues at Seokguram in January of next year, with the aim of expanding its museum merchandise lineup.
