SEOUL — In an age where nearly every moment is worth commemorating — from 100-day dating anniversaries to “reminder weddings” — the National Folk Museum of Korea is inviting the public to reflect on the essence of commemoration through its latest exhibition, Souvenirs, running through Sept. 14 in central Seoul.
Held within the historic grounds of Gyeongbok Palace, the exhibition showcases around 200 items that trace Korea’s evolving souvenir culture — from official state gifts and graduation certificates to marathon medals and BTS light sticks. The museum aims to explore how souvenirs have grown beyond mere keepsakes, becoming markers of social values, collective memory and personal identity.
Historically, the phrase “100-day anniversary” referred to a baby reaching a significant early milestone. Today, however, it more commonly celebrates 100 days of dating. In fact, Korea now has more than 150 officially designated commemorative days, accompanied by a wide range of related merchandise — from framed prints to custom towels — filling homes and drawers across the country.
This material culture of memory, according to the museum, took root in the late Joseon Dynasty, as industrialization, railroads and modern retail began to transform Korean life. But it was during the Japanese colonial era (1910–1945) that souvenir culture truly expanded, particularly with the 1915 Joseon Industrial Exhibition. Organized to mark five years of colonial rule, it also helped popularize Mount Geumgang tourism and commercial souvenirs aimed at both domestic and foreign visitors.
A “Joseon Folk Doll Set” from the Japanese colonial period is on display at the Souvenirs exhibition at the National Folk Museum of Korea through Sept. 14. Produced by the Joseon Products Company, the set features four 9.5 cm-tall figures representing a gisaeng, a totem pole, a woman with a water jar, and a man with a wooden frame — portraying the “scenery of Joseon” as seen by foreigners. [Photo courtesy of the National Folk Museum of Korea]
Among the highlights on display are a National Treasure — the Gisa Gyecheop (Album of Paintings of the Gatherings of Elders, 1720) — and a maninsan parasol from the 19th century. Visitors can also view postcards of gisaeng (traditional female entertainers), early 20th-century folk doll sets, Olympic-era mascots like Hodori, and modern memorabilia like K-pop merchandise.
The exhibition is divided into three sections:
Everyday Commemoration, which explores how past generations marked key life events; Why We Hold On to Souvenirs, which delves into collective memory and social recognition; The Souvenirs of My Life, a personal segment that includes six keepsakes submitted by the public, ranging from a first marathon medal to a child’s card collection. Running concurrently is a separate photo-themed exhibition titled Say Cheeeese~, open through July 27. It chronicles Korea’s photo culture since the 19th century, when taking a commemorative photograph — an “authenticating shot” — became a central way to mark life’s milestones. Over 200 photographs and studio props show how everything from 100-day celebrations to 60th birthdays has been documented, emphasizing that daily life itself is a form of folk culture.
Together, the two exhibitions capture how Korea’s souvenir and photo-taking traditions have turned everyday life into a tapestry of memories — ones worth preserving, displaying and sharing.
Sayart / Kelly.K pittou8181@gmail.com
SEOUL — In an age where nearly every moment is worth commemorating — from 100-day dating anniversaries to “reminder weddings” — the National Folk Museum of Korea is inviting the public to reflect on the essence of commemoration through its latest exhibition, Souvenirs, running through Sept. 14 in central Seoul.
Held within the historic grounds of Gyeongbok Palace, the exhibition showcases around 200 items that trace Korea’s evolving souvenir culture — from official state gifts and graduation certificates to marathon medals and BTS light sticks. The museum aims to explore how souvenirs have grown beyond mere keepsakes, becoming markers of social values, collective memory and personal identity.
Historically, the phrase “100-day anniversary” referred to a baby reaching a significant early milestone. Today, however, it more commonly celebrates 100 days of dating. In fact, Korea now has more than 150 officially designated commemorative days, accompanied by a wide range of related merchandise — from framed prints to custom towels — filling homes and drawers across the country.
This material culture of memory, according to the museum, took root in the late Joseon Dynasty, as industrialization, railroads and modern retail began to transform Korean life. But it was during the Japanese colonial era (1910–1945) that souvenir culture truly expanded, particularly with the 1915 Joseon Industrial Exhibition. Organized to mark five years of colonial rule, it also helped popularize Mount Geumgang tourism and commercial souvenirs aimed at both domestic and foreign visitors.
A “Joseon Folk Doll Set” from the Japanese colonial period is on display at the Souvenirs exhibition at the National Folk Museum of Korea through Sept. 14. Produced by the Joseon Products Company, the set features four 9.5 cm-tall figures representing a gisaeng, a totem pole, a woman with a water jar, and a man with a wooden frame — portraying the “scenery of Joseon” as seen by foreigners. [Photo courtesy of the National Folk Museum of Korea]
Among the highlights on display are a National Treasure — the Gisa Gyecheop (Album of Paintings of the Gatherings of Elders, 1720) — and a maninsan parasol from the 19th century. Visitors can also view postcards of gisaeng (traditional female entertainers), early 20th-century folk doll sets, Olympic-era mascots like Hodori, and modern memorabilia like K-pop merchandise.
The exhibition is divided into three sections:
Everyday Commemoration, which explores how past generations marked key life events; Why We Hold On to Souvenirs, which delves into collective memory and social recognition; The Souvenirs of My Life, a personal segment that includes six keepsakes submitted by the public, ranging from a first marathon medal to a child’s card collection. Running concurrently is a separate photo-themed exhibition titled Say Cheeeese~, open through July 27. It chronicles Korea’s photo culture since the 19th century, when taking a commemorative photograph — an “authenticating shot” — became a central way to mark life’s milestones. Over 200 photographs and studio props show how everything from 100-day celebrations to 60th birthdays has been documented, emphasizing that daily life itself is a form of folk culture.
Together, the two exhibitions capture how Korea’s souvenir and photo-taking traditions have turned everyday life into a tapestry of memories — ones worth preserving, displaying and sharing.
