South Korea's National Museum has reported visitor figures up by almost two thirds to 2.7 million, and merchandise sales up by 34%, statistics that will be the envy of every other museum in the world.
Unfortunately, it is not the kind of success that can be easily replicated with the Seoul museum admitting a large amount of its success is down to "the growing popularity" of Korean popular culture.
The institution credited BTS boyband singer RM as a major factor after he posted an Instagram story to his 47.7 million followers featuring a 16th century painting of some puppies by Yi Am from one of its exhibitions.
It is the latest example of the K-pop star's power in the art world - last month he made an appearance at Art Basel where he promoted Samsung's Art TVs.
The museum also benefited from the popularity of Netflix show KPop Demon Hunters and a TV dance show, World of Street Woman Fighter, both of which feature historic Korean costumes which saw it sell-out pens and badges with similar imagery.