SK Telecom said on Oct. 12 it will pursue the public-private culture and tourism project 'K-Treasure Road' with the National Museum of Korea, the Visit Korea Year Committee and the National Museum Foundation of Korea.

The project was set up to link visits to local museums with tourism on the back of the 2027-2029 Visit Korea Year. SKT will provide its brand experience space, T Factory Seongsu, as an exhibition venue and will plan and produce content jointly with the Visit Korea Year Committee. It plans to use its digital exhibition infrastructure to offer hands-on content featuring cultural artefacts and the national museum product brand MU:DS.

The Visit Korea Year Committee will support inter-agency cooperation, links to regional tourism, and project operation and promotion. The National Museum of Korea will provide expert review of the content, while the National Museum Foundation of Korea will handle joint planning and production of MU:DS collaboration products.

SKT and the participating organisations will unveil the first joint programme in November and then expand the project in phases through 2027. They will set up a tourist route connecting T Factory Seongsu to the National Museum of Korea and local museums, and will also pursue links with regional tourist sites and small merchants.

Yoon Jae-woong (윤재웅), head of SKT's Product & Brand division, said, "Through this collaboration, visitors to T Factory Seongsu will be able to rediscover the appeal of our cultural artefacts." He added, "We will continue working to make T Factory Seongsu a hub that offers customers special experiences through a range of collaborations."