SFMOMA to open RM collection exhibition, releases unlimited admission pass to attract members National Museum of Korea launches BLACKPINK merchandise
Driven by the global popularity of K-pop, museums around the world are stepping up marketing efforts to attract K-pop fandoms as new visitors. The San Francisco Museum of Modern Art (SFMOMA) in the United States, which is opening an exhibition of RM’s collection, the leader of BTS (Bangtan Sonyeondan), has even introduced an unlimited re-entry pass called the “Encore Pass.”
SFMOMA will introduce the Encore Pass for the RM collection exhibition, “RM x SFMOMA: Between You and Me,” which opens on Oct. 3. Visitors who buy the pass can enter the exhibition as many times as they want from Oct. 3 through Feb. 7 next year, the run of the show. It is unusual for SFMOMA to offer a separate re-entry pass for a specific exhibition. The move appears aimed at fans who may want to return repeatedly. Pass holders will also receive a 10% discount at the museum store.
Membership benefits have also been expanded. Museum members can enjoy unlimited access to SFMOMA for one year. To appeal to fandoms, the museum will also offer a magazine that includes a limited-edition poster for the “RM x SFMOMA” exhibition. Member-only ticket reservations begin on the 4th, a week earlier than general sales. Members will also be able to preview the exhibition from Oct. 1 to 3 before the public opening.
Other major museums abroad are also rolling out programs aimed at K-pop fandoms. The British Museum operated an interactive program in its Korea Gallery last month to coincide with BTS’s London concert schedule. It linked permanent exhibits such as a moon jar, gold earrings and roof-end tiles with BTS’s album “Arirang.” The effort was designed to draw fans visiting London for the BTS concert into the museum.
Earlier, the Victoria and Albert Museum (V&A) embraced K-pop and Hallyu as exhibition content through its 2022-2023 show, “Hallyu! The Korean Wave.” The exhibition drew a strong response, and a touring version later went to the Museum of Fine Arts, Boston in 2024.
In South Korea, collaboration between K-pop and museums is also expanding. The National Museum of Korea appointed RM as a global ambassador in June last month. In March, it set up a listening space for BLACKPINK’s new song to coincide with the group’s comeback. It also offered audio guides in Korean, English and Thai featuring Jennie, LISA, Rosé and Jisoo.
Muds, the museum cultural product brand operated by the Cultural Foundation of National Museum of Korea, will begin advance sales of its “Heritage Collection” on the 8th to mark BLACKPINK’s 10th debut anniversary. The lineup will include a bandaji chest, a moon jar, a fan and a charm key ring, all using BLACKPINK’s signature pink and black colors. The National Museum of Modern and Contemporary Art, Korea (MMCA) has also launched programs to draw K-pop fans to museums, including a free listening space called the “BTS Sound Cube” at its Seoul branch last year to coincide with BTS’s comeback.
Art critic Jung Joon-mo said, “Since the COVID-19 pandemic, overseas museums have faced greater financial pressure as visitor numbers fell and operating costs rose.” He added, “Securing a huge fandom like ARMY as new visitors and members is a practical strategy.” He also noted, “Domestic museums can collaborate with K-pop artists, but they should not simply borrow their fame.” He stressed that museums need to explain more clearly how such marketing connects to their collections, exhibitions and institutional role.
This article has been translated by GripLabs Mingo AI.
