BTS RM Named South Korea’s National Museum of Korea’s First-Ever Global Publicity Ambassador

A leader of the group ‘Bangtan Sonyeondan’ (BTS), ‘RM’ (real name Kim Nam-joon), has been swiftly appointed as South Korea’s ‘National Museum of Korea’’s ‘first-ever global publicity ambassador’ since the museum opened. The move marks the start of a historic push to engrave, on the world stage, the aesthetics embodied in Korea’s uniquely ‘cultural heritage’, beyond pop culture.

‘National Museum of Korea’ announced on the 20th that it has officially commissioned ‘RM’ as a ‘global publicity ambassador’. For the country’s top museum, representing the nation, to put global cultural icons front and center is an unprecedented gamble—and a clear statement of determination to expand the scope of K-culture through traditional art.

Icons of the era meet a millennium-old legacy

This latest move by ‘RM’, who has consistently proven his keen eye for and affection for Korean traditional culture and fine art, is by no means happenstance. He has quietly continued genuine groundwork to preserve cultural heritage. In 2021 and 2022, he set a social example by donating 100 million won each to the Foundation for Preservation and Restoration of Overseas Cultural Heritage under the Cultural Heritage Administration, for the preservation and restoration of overseas cultural heritage. It is the full alignment between his caliber as a hands-on supporter and the museum’s philosophy that produced the result.

An ‘art collector’ who breaks boundaries, standing at the center of the global art world

His standing as an ‘art collector’ with deep artistic knowledge is also firmly established. ‘RM’ plans to host a special exhibition of personal art collections in October at the San Francisco Museum of Modern Art (SFMOMA) and share his artistic perspective with the world. Going forward, he will take part in the multi-pronged projects led by the ‘National Museum of Korea’, serving as a key ambassador who spreads the essence of Korea’s traditional culture—shaped over half a millennium of history—onto the global stage.

Danwon Kim Hong-do and ‘Daedongyeojido’: experiencing the dignity of K-heritage

Immediately after the commissioning ceremony held on the 19th, ‘RM’ moved to the second-floor gallery for calligraphy and painting in the permanent exhibition halls and conducted an in-depth review of the ongoing special exhibition titled ‘Danwon Kim Hong-do, Drawing the Times.’ On that day, the museum showed proper respect by gifting as a commemorative item a special edition of ‘Daedongyeojido Jojja’—a meticulously scaled-down reproduction of the original ‘Daedongyeojido’, widely regarded as the pinnacle of maps from the Joseon Dynasty.

‘RM’ said, “It is an incomparable honor to be appointed as the ‘National Museum of Korea’’s first ‘global publicity ambassador’,” adding, “I will take on this mission with a sense of responsibility so that the unique beauty and universal value held in our ‘cultural heritage’ can reach people’s everyday lives across the world.” In response, the museum said, “Through the synergy with ‘RM’, who leads the global paradigm, we will widely imprint the excellence of Korean ‘cultural heritage’, and this will be a decisive turning point for the museum to leap forward as a cultural hub that captivates people around the world,” expressing strong expectations.