"Lee Kun-hee Collection Showcases the Source of K-Culture’s Creativity"

The Lee Kun-hee Collection international tour exhibition, titled "Treasures from Korea: Collecting, Cherishing, Sharing," opened at the National Museum of Asian Art under the Smithsonian Institution in Washington, D.C., on March 15, 2025. Within one month, it attracted over 15,600 visitors—25% more than comparable past exhibitions—and all museum merchandise sold out within a week, generating approximately 100 million KRW in orders. The show features 330 works selected from over 23,000 pieces donated to South Korea in 2021 by the late Lee Kun-hee, former Samsung Group chairman, including seven National Treasures and fifteen Treasures. Highlights include the Beopgo-dae, which gained viral attention for resembling a character from the Netflix film 'KPop Demon Hunters.'