The Korean Sport & Olympic Committee signed an MOU with the National Museum of Korea Cultural Foundation on Tuesday regarding the operation of a Korea House at the 2026 Aichi-Nagoya Asian Games.
According to the committee, a pop-up store at the Korea House venue will carry not only products featuring the Team Korea logo but also MU:DS, a line of museum cultural merchandise that has gained popularity among younger generations at home and abroad.
The signing ceremony was held Monday at the National Museum of Korea Cultural Foundation in Yongsan-gu, Seoul, with Korean Sport & Olympic Committee President Yu Seung-min and National Museum of Korea Cultural Foundation President Jeong Yong-seok in attendance. The two organizations agreed to begin their partnership with the Korea House operation at the Asian Games and to collaborate on jointly planning, developing and promoting products that draw on sports and cultural resources, as well as identifying further cooperative projects.
"I am deeply pleased that this agreement will allow us to showcase the appeal of Korean sports and culture together at the Korea House during the Aichi-Nagoya Asian Games," Yu said. "We will continue to make active use of major international multi-sport events and the Korea House to create diverse opportunities for people around the world to experience and connect with Korea up close."
Jeong said the foundation would build on the Korea House collaboration to expand the partnership between Team Korea and MU:DS, promote the appeal of Korean sports and culture both at home and abroad, and continue to introduce a range of products and content that leverage the strengths of both organizations.
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