SK Telecom (017670.KS) is launching a public-private cultural tourism project centered on T Factory Seongsu, its brand experience space. The company plans to build a cultural tourism route linking Seoul to outlying regions, contributing to regional tourism.
SK Telecom said on the 12th that it will pursue the public-private cultural tourism project "K-Treasure Road" together with the National Museum of Korea, the Visit Korea Committee and the National Museum Foundation of Korea, all under the Ministry of Culture, Sports and Tourism.
Timed to the 2027-2029 Visit Korea Year, K-Treasure Road will present exhibitions and hands-on content built around Korean cultural artifacts and connect them to visits to regional museums and travel. The aim is for interest in cultural artifacts sparked at T Factory Seongsu to turn into a desire to visit regional museums and tourist sites in person.
SK Telecom will combine its own expertise in space and content planning with the cultural assets and specialist knowledge of the public institutions to create programs that make cultural artifacts approachable. Drawing on Seongsu's appeal to young adults and foreign tourists, it will also develop exhibition programs that tie museums and cultural artifacts to travel.
T Factory Seongsu will serve as the exhibition and experience venue. SK Telecom plans to use the digital exhibition infrastructure at the site to turn cultural artifacts and museum merchandise into hands-on content that visitors can see and enjoy firsthand. The Visit Korea Committee will support collaboration among the participating organizations, links to regional tourism, and project planning, operation and promotion. The National Museum of Korea will contribute content cooperation through expert review, while the National Museum Foundation of Korea will jointly plan and produce collaborative merchandise under MU:DS, the museum's cultural goods brand.
SK Telecom and the three organizations will unveil their first joint program in November and expand the project in stages through 2027. "Through this collaboration, visitors to T Factory Seongsu will discover the appeal of our cultural artifacts anew and also experience the pleasure of regional travel," said Yoon Jae-woong, head of SK Telecom's Product & Brand Division.