Our society that has been abundant with vast data and overflowing information is now transformed into an emotional community centering on a story. And people also seek after not profits but the value and quality of life. This conscious change of society and public transforms the contents , exhibition function and methods, educational programs , external activities , and accomplishment of a museum as well. Therefore , a museum stands at the crossroads of being changed into mutually interactive multicultural space centering on visitors by actively understanding visitors demands, needs , and preferences. A storytelling has been introduced into a museum in order to improve its relationship and communication with the public from long time ago. This phenomenon is not the reflection of social aspects but the inherent nature of a museum that is related to its mission, role, aim, and communicativeness that have been the base of a museum since modern times. Nowadays, a storytelling emerges not only from the field of marketing but from art, architecture, IT industry, contents business, popular culture industry, and so on, as an alternative. All the business entities from conglomerates to small shops seek after such management and marketing to which a storytelling is applicable. In this vein, the aim of this study was to examine the applicability of a storytelling structure to a museum as its tool of communication and base of growth in order for a museum to communicate with the public who are accustomed to a story-oriented society and a story formation. In other words , by applying the concept of a storytelling to the existing generalized and conventional museum as an alternative that will give it a new vitality. the investigator tried to present the possibility of a 'living museum' . First, through an examination on a variety of theories on texts, narrations, and semiology, the investigator presents the similarity and interrelationship between a description theory and an exhibition formation with which the former can be grafted on the latter. A storytelling can be defined as 'telling a story', namely 'narrating'. By means of words of mouth, printed matters, and today's digital medium, both fiction and nonfiction have been handed down between people. generations, races, and countries. Both an exhibition and a storytelling are universal languages anyone can speak and understand regardless of his or her social strata, ages, eras, or countries, and have such a formation that harmonizes with a universal and inherent structure of a story, and with which visitors can rightly interpret a story in a logical and chronological order, through their own construction of valuable culture of mankind, or through their own learning and experience at the time when they are contacting with a story. This storytelling-based exhibition provides visitors learning experience, aesthetic experience, celebrative experience, enchanting experience, and entertaining experience through stories and discourses. In addition, by structuring empathetic, empirical, and engrossing environment, it makes more intimate communication with visitors possible. In other words. it allows visitors to interpret differently, and then to accomplish a valuable exhibition-storytelling. Through such experiences as profound emotional impression, deviation, learning, realization, pleasure, memory, and practice, visitors learn and interpret the exhibition-storytelling, resulting in an interactive storytelling structure that can exchange with a museum. Rather than playing a limited role within the exhibition space of a museum. this exhibition-storytelling structure can bring the growth of value and the long-term stability of management to a museum. It plays the role of a powerful convergent point throughout the whole operation of a museum, when working out its mission, goal, exhibition, educational program, brand strategy, positioning strategy, visual identity, marketing, public relations, and so on, thus functioning as a tool of amicable communication. It can extend its scope even to the surroundings and external activities of a museum, and play the roles of growth base and external message sender that delivers the future potential of a museum to the public. This storytelling structure of a museum also plays the role of a communication center that delivers a precious story of mankind to visitors in relation to history. culture, tradition, and society, thus commemorating history, criticizing the present, designing the future, and cooperating with visitors in making a growth base of a museum.