Sulwhasoo to Hold 2020 Sulhwa Cultural Exhibition

[Asia Economy Reporter Yujin Cho] Korea's representative luxury beauty brand Sulwhasoo will hold the 14th Sulhwa Cultural Exhibition "Chang, Overlapping Tradition and Modernity" on the 11th.

Since 2006, Sulwhasoo has been hosting the Sulhwa Cultural Exhibition, a cultural communication platform and patronage that reinterprets Korean traditional culture in a modern way every year, fostering communication and empathy across generations.

This exhibition creates a space for interaction and communication between tradition and modernity through the media wall, a ‘chang’ in the urban setting. Just as ancestors enjoyed ever-changing landscapes through windows while sitting at home, the exhibition plans to showcase "Korean beauty" by integrating Korea's outstanding media art technology.

This Sulhwa Cultural Exhibition evolves from the traditional offline exhibition format into a ‘public art’ experience both online and offline that transcends the limitations of time and space. The project was conducted in collaboration with the Seoul Foundation for Arts and Culture to promote cultural enjoyment for more people and the development of the domestic media art industry. Two teams selected through a fair screening process received creative support funding from Sulwhasoo to produce their works.

The produced works can be seen offline on the largest exterior media walls in Korea, including the SM Town Coex Artium in Samseong-dong and the exterior media wall at Incheon International Airport. Online, they are available through Sulwhasoo’s official YouTube channel, website, and Instagram.

This content was produced with the assistance of AI translation services.