The National Museum of Korea in Seoul reported a dramatic increase in annual visitors, rising from 3.8 million in 2024 to 6.5 million in 2025. This surge included a record 230,000 international visitors, marking the first time the museum has surpassed 200,000 foreign attendees in a single year.
The increase is attributed to a renewed global and domestic wave of interest in Korean culture (Hallyu), coupled with the museum's own strategic efforts. NMK revitalized its programming with special exhibitions tied to national anniversaries, overhauled permanent galleries, hosted major international loan shows, and improved accessibility with digital technology and barrier-free content, successfully capitalizing on the cultural moment to broaden its appeal.