SK Telecom launches 'K-Treasure Road' cultural tourism project at T Factory Seongsu

SK Telecom is partnering with three institutions, including the National Museum of Korea, to launch a cultural tourism project aimed at drawing tourists to Korean cultural relics and boosting regional travel.

SK Telecom announced Monday that it will pursue the cultural tourism project "K-Treasure Road" centered on T Factory Seongsu, its multipurpose cultural experience complex in Seoul.

K-Treasure Road is a public-private partnership project designed to prepare for the "2027–2029 Korea Visit Year" by presenting exhibitions and hands-on content based on Korean cultural relics, then connecting that interest to visits to regional museums and travel destinations. Participating institutions include the National Museum of Korea, the Korea Visit Year Committee and the National Museum of Korea Cultural Foundation, all under the Ministry of Culture, Sports and Tourism.

SK Telecom and the three institutions aim to channel tourists' interest in cultural relics into actual visits to regional museums and attractions through the project.

SK Telecom will develop dedicated hands-on programs to make cultural relics more accessible to visitors. Drawing on Seongsu's popularity among younger generations and foreign tourists, the company will also create exhibition programs linking museums and cultural heritage to travel experiences.

Specifically, SK Telecom plans to open T Factory Seongsu as an exhibition and experience space during the project period and will work with the Korea Visit Year Committee on exhibition planning and content production. Visitors will also have the opportunity to interact directly with products from MU:DS, the National Museum of Korea's flagship goods brand.

The three partner institutions will each take on distinct roles. The Korea Visit Year Committee will support coordination among participants, regional tourism linkages, and project planning, operations and promotion. The National Museum of Korea will provide content collaboration through expert review, while the National Museum of Korea Cultural Foundation will handle the joint planning and production of MU:DS collaborative products.

SK Telecom and the three institutions will kick off their first collaborative program in November and gradually expand the project through 2027, accelerating preparations for the 2027–2029 Korea Visit Year.

The partners also plan to build a cultural tourism route running from T Factory Seongsu to the National Museum of Korea and on to regional museums, and to boost local tourism by linking the project with regional attractions and small businesses.

"Through this collaboration, visitors to T Factory Seongsu will be able to rediscover the appeal of our cultural relics and enjoy the pleasures of regional travel," said Yoon Jae-woong, head of SK Telecom's Product & Brand division. "We will continue to pursue diverse partnerships so that T Factory Seongsu becomes a hub that offers customers truly special experiences."