Alert (or maybe easily distracted) drivers may have noticed some cryptic billboards that have turned up across the city, as well as on coffee sleeves, as skateboard stickers and on car windows. The bright orange signs offer few clues as to the meaning, aside from a directive to text MFAH to 41411 (but not while you're driving, hopefully).

But what does it all mean? Don't worry, it's nothing to do with the Dharma Initiative. (We're relatively sure.) These oversized signs are one part marketing and one part urban art. The white characters are Korean, and one of the signs is a work of art titled "We Are Happy" by Bahc Yiso,

The others? Really cool decoys. Only texters will know which is the real deal. It's all to promote the Museum of Fine Arts, Houston's exhibition Your Bright Future: 12 Contemporary Artists from Korea. It's the first-ever exhibition in the United States to focus on contemporary art from South Korea. The show will be on view through Feb. 14, 2010.