KOREA FOUNDATION

Gen MZ Embrace “National Goods” Trend

In Korea, a term was recently coined, “national goods,” to refer to merchandise designed or produced by the government and/or public organizations, such as national museums. After the unforeseen following gained by merchandise from the 2018 PyeongChang Winter Olympic Games, many other period/event-specific items have captivated Gen MZ (a Korean term that collectively refers to millennials and Generation Z).

The most popular items are souvenirs that are currently on sale at the National Museum of Korea (NMK) such as sundries, accessories, scarves, and stationery items, that embody a traditional Korean aesthetic expressed through motifs from the NMK’s artifacts and paintings. These items are immensely popular among consumers and collectors and often sell out quickly.

Particularly sought-after are Airpod cases decorated with a Goryeo celadon-inspired, crane-and-cloud design against a bluish background; colorful miniatures of bangasayusang (gilt-bronze Maitreya in meditation); and a mother-of-pearl table for wireless chargers. As a result of the NMK’s merchandise attracting large number of younger consumers, the National Museum Cultural Foundation has launched a brand, “MU:DS,” specifically for the purpose of adopting motifs from items in the NMK’s collection.

There is a growing number of collaborations on the most popular items to ride on the waves of their popularity. In response to Gen MZ’s ever-growing interest in traditional items, more companies are airing various types of live broadcasts featuring MU:DS items. As the national goods market keeps expanding, businesses are expected to produce more items and exert greater marketing efforts.

National GoodsPyeongChang Winter Olympic GamesNational Museum of KoreaNMKMU:DSGoryeo celadonAirpod casesminiatures of bangasayusangmother-of-pearl tablewireless chargers