[Edaily Reporter Kim Hyun-ah ] An exhibition and hands-on program featuring Korean cultural artifacts will begin this November in Seongsu-dong, Seoul. SKTelecom (SKT) announced on the 12th that it will launch “K-Treasure Road” at its brand experience space, T Factory Seongsu, in collaboration with the National Museum of Korea and other partners.

This project connects the appeal of cultural artifacts discovered in Seongsu-dong with visits to local museums and travel.

#KTCorporation is jointly promoting this project with the National Museum of Korea, the Visit Korea Year Committee, and the National Museum Culture Foundation. Capitalizing on Seongsu-dong’s popularity among young people and foreign tourists, the project plans to offer exhibitions and hands-on experiences that make cultural artifacts accessible and engaging.

SKT is providing the T Factory Seongsu space and digital exhibition infrastructure, while collaborating with the Visit Korea Year Committee on exhibition planning and content production. The National Museum’s merchandise brand, “MU,” will also be incorporated into the experiential content. “MU” is a portmanteau of “Museum” and “Goods.”

The roles of each organization are also divided. The National Museum of Korea will be responsible for expert content review, while the National Museum Culture Foundation will jointly plan and produce MU collaboration merchandise. The Visit Korea Year Committee will support inter-organizational collaboration, links to regional tourism, project operations, and promotion.

The project will be expanded in phases to coincide with the “2027–2029 Visit Korea Year.” The plan is to create tourism itineraries that channel the interest generated at T Factory Seongsu into visits to local museums and tourist attractions, while also partnering with local small business owners to revitalize the regional economy.

Yoon Jae-woong, Head of SKT’s Product & Brand Division, said, “We believe visitors to T Factory Seongsu will rediscover the charm of our cultural heritage and experience the joy of local travel.”