Seoul’s National Museum of Korea has surged to become the third most visited museum in the world, drawing over 6.5 million visitors in 2024. The remarkable rise, detailed in a recent report by the UK-based art publication The Art Newspaper, signals a growing interest in Korean culture and heritage on the global stage. The museum’s success comes as South Korea continues to experience a surge in tourism and cultural exports, from K-pop to historical dramas.
The 2025 Museum Attendance Report, released by The Art Newspaper, places the National Museum of Korea in third place globally, with 6,507,483 visitors. This puts it behind only the Louvre Museum in Paris (9,046,000 visitors) and the Vatican Museums (6,933,822 visitors). The figures represent a significant jump from previous years, surpassing the attendance numbers of the British Museum (6,441,120) and the Metropolitan Museum of Art in Modern York (5,984,091), which ranked third and fourth respectively in 2024.
The Art Newspaper highlighted the exceptional growth, stating that the National Museum of Korea experienced “the most remarkable increase” in visitors of any museum surveyed. “The 70% plus increase in visitors to the National Museum of Korea in Seoul is among the largest absolute increases we have recorded,” the report noted. This surge in attendance reflects a broader trend of increased cultural tourism to South Korea, fueled by the global popularity of Korean entertainment and a growing appreciation for its rich history.
A Nationwide Boost for Korean Museums
The success isn’t limited to the National Museum of Korea. The report also showed strong growth at other Korean cultural institutions. The National Museum of Modern and Contemporary Art, Seoul, saw a 28% increase in visitors, reaching 2.1 million in 2024. The network of national museums located in Jinju, Gyeongju, Cheongju, Buyeo, and Iksan all reported significant increases in attendance.
In fact, several other Korean museums secured a place among the world’s 100 most visited. The National Museum of Modern and Contemporary Art ranked 35th, followed by the National Gyeongju Museum at 39th, the National Buyeo Museum at 78th, and the National Gongju Museum at 89th, according to The Art Newspaper’s rankings.
The Lee Kun-hee Collection and Beyond
The museum’s popularity has continued into 2025, with first-quarter visitor numbers reaching 2,023,888 – a 44.8% increase compared to the same period last year. A significant driver of this growth has been the international tour of the Lee Kun-hee Collection, a vast collection of Korean art donated by the late Samsung chairman. The exhibition, held in Washington D.C. Last year, attracted approximately 80,000 visitors. Online engagement has also soared, with curator-led video explanations of the collection exceeding 1 million views – the highest number in the past decade, according to museum officials.
The museum has actively engaged visitors through innovative programming, including the “National Museum of Korea Costume Contest” held in 2025, as seen in posts on their Instagram account. These efforts to connect with audiences both in person and online appear to be paying off.
Debate Over Potential Admission Fees
The museum’s newfound recognition as a world leader in visitor numbers is likely to accelerate ongoing discussions about implementing admission fees. South Korea’s Ministry of Planning and Budget recently indicated a shift towards a “beneficiary pays” principle for public services, including national museums, in its 2026 budget guidelines. This suggests that charging admission fees is being seriously considered as a way to offset operating costs and ensure the long-term sustainability of these institutions.
The move comes as the government seeks to balance accessibility with the need for financial stability. While free admission has undoubtedly contributed to the museum’s popularity, the increasing costs of maintaining and expanding its collections and facilities are prompting a reevaluation of the current model.
The National Museum of Korea’s remarkable growth reflects a broader trend of increasing global interest in Korean culture. As the museum continues to attract visitors and expand its reach, it is poised to play an even more significant role in promoting Korean heritage and fostering international understanding. The next key date to watch will be the release of the full 2026 attendance report by The Art Newspaper, which will provide further insight into the museum’s continued performance and its position within the global museum landscape.
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