SK Telecom to Launch 'K-Treasure Road' at T Factory Seongsu

SK Telecom announced on the 12th that it will pursue "K-Treasure Road" based at "T Factory Seongsu." The project is a culture and tourism initiative tied to the "2027-2029 Visit Korea Year."

The project will be carried out as a public-private partnership with the National Museum of Korea, the Visit Korea Year Committee, and the National Museum Foundation. Institutions under the Ministry of Culture, Sports and Tourism are also among the partners.

The project is made up of exhibition and experiential content themed around Korean cultural artifacts. Through this effort, the company aims to turn interest in cultural artifacts formed at "T Factory Seongsu" into direct visits to regional museums and tourist destinations that house those artifacts, and to expand the exhibition and hands-on content into visits to local museums and travel.

SK Telecom said it planned the project with the intention of combining its own space and content-planning capabilities with the cultural assets and expertise of public institutions. It also plans to prepare experiential programs that allow visitors to engage with cultural artifacts in a more approachable way.

Taking advantage of Seongsu's appeal to younger generations and foreign tourists, the company plans to develop exhibition programs linking museums, cultural artifacts, and travel. The effort is intended to help visitors experience cultural artifacts and museum merchandise as part of their travel experiences.

To this end, SKT will provide the T Factory Seongsu exhibition and experience space during the partnership period. It will use the digital exhibition infrastructure in the space, while SKT and the Visit Korea Year Committee jointly handle exhibition planning and content production. It will also develop experiential content centered on cultural artifacts and museum merchandise, or "MU:DS." The program is designed so that visitors can see and enjoy cultural artifacts and MU:DS firsthand.

"MU:DS" is the flagship brand for the National Museum of Korea's merchandise. The name combines "Museum" and "Goods."

The Visit Korea Year Committee will be responsible for cooperation among participating institutions, linking the project with local tourism, and supporting project planning, operations, and promotion. The National Museum of Korea will handle content collaboration based on professional review. The National Museum Foundation will co-plan and produce MU:DS collaboration products. Through role-sharing, the institutions aim to strengthen the project's professionalism.

SKT and the three institutions plan to unveil their first joint program in November and use it as a starting point to expand the scope of the project through 2027. The project expansion period will be rolled out step by step through 2027, the first year of the 2027-2029 Visit Korea Year.

Along with this, SKT and the three institutions plan to build a cultural tourism route connecting T Factory Seongsu, the National Museum of Korea, and regional museums. They also plan to contribute to revitalizing local tourism by linking regional tourist destinations and small businesses.

Yoon Jae-woong, head of SKT's Product & Brand Division, said he expects the collaboration to help visitors to T Factory Seongsu rediscover the appeal of cultural artifacts and experience the joy of regional travel. He added that the company will continue pursuing diverse collaborations and work to make T Factory Seongsu a hub that offers special experiences.

Source: TECHWORLD · Lee Kwang-jae
Original: https://www.epnc.co.kr/news/articleView.html?idxno=408006

References

• https://www.epnc.co.kr/news/articleView.html?idxno=408006