The National Museum of Korea has become the third-most-visited museum in the world [1].
This rise in attendance signals a shift in global cultural consumption, as South Korea leverages its pop-culture exports to draw international crowds toward its historical institutions.
The museum, located in the Yongsan-gu District of Seoul, achieved this ranking based on visitor numbers reported for 2025 [2]. It currently trails only the Louvre and the Vatican museums in total attendance [1].
To sustain this momentum, the museum appointed RM, the leader of the group BTS, as its first Global Public Relations Ambassador on June 20, 2026 [3]. The appointment aims to further boost the institution's global profile by connecting traditional Korean heritage with contemporary global stardom.
Officials said the growth in visitor numbers is due to the broader boom in South Korean cultural exports, including K-pop and K-drama [1]. This trend has specifically attracted younger audiences and international tourists who previously may not have visited traditional museums.
The museum's ascent follows a pattern of increasing interest in Korean heritage that aligns with the global popularity of the country's entertainment industry [1]. By integrating high-profile figures like RM into its outreach strategy, the museum seeks to bridge the gap between modern pop culture and ancient history [3].
“The National Museum of Korea has become the third-most-visited museum in the world”
The National Museum of Korea's rise demonstrates the tangible economic and institutional impact of 'Hallyu,' or the Korean Wave. By appointing a global icon like RM, the museum is transitioning from a traditional repository of national history into a global tourist destination, using modern celebrity influence to legitimize and promote historical education to a younger, international demographic.
