[News Culture] With temperatures repeatedly climbing above 30 degrees Celsius, the National Museum of Korea has emerged as one of Seoul’s most sought-after places to escape the summer heat.
The numbers underscore the surge in demand. The museum welcomed 3.795 million visitors to its Yongsan site in the first half of this year, up 1.079 million from 2.716 million during the same period last year.
That represents a 39.7 percent increase, fueled in part by people looking to spend their leisure time in a comfortable indoor setting away from the intense summer heat. At its current pace, the museum is moving closer to an era of 6.5 million annual visitors.
To manage peak-season crowds, the museum will extend its daily operating hours by one hour for 22 days, from July 27 through Aug. 17. Rather than simply staying open later, it will open 30 minutes earlier at 9 a.m. and close at 6 p.m., adding a total of 22 hours of public access over the period.
The move is designed to absorb the long lines that often form before opening while giving late-afternoon visitors more time to explore the galleries without feeling rushed. Wednesday and Saturday evening hours will remain unchanged, with the museum staying open until 9 p.m. to accommodate after-work visitors.
The museum’s role has changed dramatically from the days when public museums were often seen primarily as destinations for school field trips and obligatory educational outings. Its expansive permanent galleries, which are free to enter, have become an attractive option for young adults and families alike.
The shift is particularly visible among visitors in their 20s and 30s. Viewing artifacts is now only part of the experience. Many visitors browse the museum’s distinctive merchandise after touring the galleries and share photos of their visit on social media, turning museum-going into a broader cultural and lifestyle trend.
Record attendance, however, is also putting pressure on the quality of the visitor experience. When millions of people converge on a limited space, lobbies and passageways can quickly become congested, while restrooms, cafes and other amenities struggle to keep pace with demand.
To spread foot traffic more evenly, the museum is encouraging visitors to begin their tours on the second or third floors rather than heading straight to the first floor. The strategy is intended to reduce bottlenecks by dispersing crowds across the building.
The 22-day extended-hours trial could offer a valuable test for how major cultural institutions manage surging seasonal demand. The challenge now goes beyond setting new attendance records. Waiting times, access to rest areas and the clarity of visitor routes will all need closer scrutiny if the museum is to sustain both growth and a high-quality experience.
The data gathered this summer could ultimately provide a useful blueprint for other major museums and exhibition venues across Korea as they prepare for future peak seasons.
“I hope the extended viewing hours will give students on summer vacation and the public more opportunities to enjoy meaningful experiences with Korea’s traditional culture,” National Museum of Korea Director Yoo Hong-jun said. “We will continue working to provide high-quality services with visitor convenience as our top priority.”
Reported by News Culture M.J._mj94070777@nc.press
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