The National Leprechaun Museum in Dublin is marking 13 years since opening to the public.
It saw some 100,000 people cross its doors last year.
Director Tom O'Rahilly told Down to Business it is all done through storytelling.
"It's today 13 years ago we opened our doors, so it's amazing," he said.
"We started that in the recession so I'm there from the get-go.
"We do everything through oral storytelling.
"So it's taking people into the past, into that history of oral storytelling in Ireland".
'A key gateway'
Asked if the name limits it in any way, Mr O'Rahilly said this can be a segway into other elements of folklore.
"It's a gateway into that whole world of mythology and folklore," he said.
"The leprechaun is a key gateway into that world. It makes it easy to approach and it's for everybody.
"So anybody can approach it, and then we take you on a journey into that space".
The exterior of the National Leprechaun Museum in Dublin is seen in May 2016. Picture by: mauritius images GmbH / Alamy Stock PhotoMr Rahilly said this is something that goes back to before the written word.
"It's intangible heritage; it's spoken word, it's oral history," he said.
"It taps back into a time before we even [were] writing things down".
On training staff, Mr O'Rahilly said this never really stops.
"We have a training programme, and that's one of the things we spend a lot of time doing," he said.
"The point of contact for anyone's experience is that storyteller.
"We limit the group sizes so that you get a very in-depth, personal experience.
"It's ongoing, it's all the time.
"Probably the biggest job I do is making sure that the storytellers are getting trained all the time.
"In fact at the moment, we've set up a business teaching storytelling to outside groups".
Repeat visits
The museum sees most its visitors coming from the UK, Europe and the USA.
Mr O'Rahilly said a lot of repeat visits are closer to home.
"There's a really deep desire to know more about this arena," he said.
"As people come through the process, they go 'OK, we didn't know that - can you tell us some more about it?'
"We get repeat visits, particularly from Irish people, who are coming in for a different value on the experience.
"We do a nighttime one for adults only [which] is exploring the darker side of Irish folklore mythology.
"There's a quite a bit of psychological trauma involved in some of those stories," he added.
The museum has been temporarily closed for refurbishments and will re-open ahead of summer 2023.
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