Seoul's National Museum rides the Korean wave

The National Museum of Korea in Seoul glows pink to mark the February release of K-pop girl group Blackpink’s album “Deadline.” The museum has seen growing interest from younger visitors amid the global rise of Korean pop culture. © Getty Images

Institution climbs to No. 3 globally in visitors by reimagining itself amid K-culture boom

SEOUL -- In Seoul's central district of Yongsan, the National Museum of Korea sits in a vast, open expanse -- a rare pocket of calm in one of the capital's busiest areas.