Wish Cat Brings Korean Heritage to Life at the National Folk Museum of Korea

SAMG Entertainment(CEO Suhoon Kim), the global IP content company, is bringing its flagship franchise Wish Cat Magic Card to the Children’s Museum of the National Folk Museum of Korea in Paju through a new collaboration centered on Korean cultural heritage and hands-on learning experiences for children.

As part of the museum’s permanent exhibition Twinkle Twinkle, Hippity-Hop, SAMG Entertainment introduces interactive content that connects the world of Wish Cat with everyday heritage objects from the museum’s collection. Designed from a child’s perspective, the exhibition explores how familiar household items and folk objects can become meaningful museum pieces.

The collaboration continues SAMG Entertainment’s ongoing efforts to incorporate Korean aesthetics into its IP portfolio. Through Catch! Teenieping, the company has previously released merchandise inspired by mother-of-pearl craftwork, dancheong patterns, and traditional ink-wash painting, while also introducing heritage-inspired character projects such as the hanbok-themed “MyPing.”

For this exhibition, the creative direction draws from chaekgado — traditional Korean bookshelf paintings — alongside everyday folk objects reinterpreted through a contemporary visual style. Hanji-inspired textures and traditional motifs are woven into the Wish Cat universe to create a warm and distinctly Korean atmosphere.

At the center of the exhibition is Wish Cat Magic Card, a 3D animated TV series that expands the original Wish Cat universe into a fantasy magical-girl action story. Each character is paired with an object from the museum’s collection that reflects its personality and role within the story world: Iemeow with a jokduri and norigae ornament, Mystymeow with a traditional key charm, Timemeow with a sundial, Giftymeow with a bojagi wrapping cloth, and Chubbymeow with a peach motif inspired by traditional chaekgado imagery.

SAMG Entertainment says the exhibition is part of a broader strategy to expand the role of its IP beyond entertainment into educational and cultural experiences. By combining Korean heritage with character storytelling, the company aims to strengthen multi-generational audience engagement while broadening the global appeal of K-content.

A SAMG Entertainment representative said the company hopes visitors will experience Korean heritage and everyday cultural objects in a more approachable and familiar way through the Wish Cat characters, adding that the company plans to continue expanding collaborative projects built around its IP portfolio.

The exhibition will run through Dec. 31, 2028, and admission is available through advance reservation on the National Folk Museum of Korea Paju Children’s Museum website.