KT Leading with MZ Brand 'Y', Unveils the 'Y Artist Project'

[Asia Economy Reporter Seulgina Jo] On the 13th, KT unveiled the ‘Y Artist Project,’ launched to support the creative activities of emerging artists in the cultural and arts sector, which has been stagnant due to COVID-19.

The Y Artist Project is a new culture project by KT’s MZ generation brand, ‘Y.’ In line with Y’s slogan, ‘Y shining as it is,’ the project discovers emerging artists who are actively working in their fields, highlights them as ‘Y Artists,’ and collaborates with them to produce products.

The first product of the project is the new product ‘Ykkiri IPA,’ created in collaboration with ‘Hand and Malt,’ a leading domestic craft beer brand. Ykkiri IPA is an IPA with tropical fruit and citrus aroma suitable for the summer season, offering a smooth throat feel and light drinkability. It features flavors preferred by the MZ generation. The design of Ykkiri IPA was created in collaboration with illustrator ‘Illichil (127),’ the first selected Y Artist.

Ykkiri IPA reflects the lifestyle of people in their 20s, like artist Illichil, with the concept of ‘IN & OUT’ (inside and outside the home), embodying the worldview of Y. Illichil said, “It was a fascinating and fun experience to capture the lifestyle of people in their 20s like myself on a beer can.”

Starting mid-month, Ykkiri IPA will be sold sequentially beginning at major branches of Hyundai Department Store. Additionally, a limited edition package called ‘Ykkiri IPA Sticker Pack,’ consisting of four cans of ale and limited edition stickers, will also be available for purchase.

To commemorate the launch of the Y Artist Project, a ‘Special Goods Package’ will also be introduced. The Special Goods Package includes a table mat and beer glass set for a home drinking party with the ‘IN (inside)’ concept, and a disposable film camera to support outdoor activities with the ‘OUT (outside)’ concept. The Special Goods Package will be available through the ‘Y Box’ and Y’s official SNS channels starting from the 21st, along with various prize events.

The second Y Artist Project contest will begin on the 14th. Through this contest, the second Y Artist will be selected to proceed with a new Y series beer package production project.

The second project’s theme is ‘The moment I shine as I am,’ and submissions will be accepted from June 14 to July 11 via the Y brand official website (www.yspotlight.co.kr). On July 27, one final selected artist will receive a prize of 5 million KRW and an activity fund of 10 million KRW for collaborative artwork production. The artist will also work on the ‘Y Series’ beer design project with the Y brand.

Hyunjin Park, Executive Vice President and Head of KT Customer Strategy Division, said, “This project was prepared to support emerging artists in the cultural and arts sector, which has been stagnant due to COVID-19, and to cheer on the MZ generation Y who are actively working in their fields. We want to support Y Artists to shine as they are by collaborating with emerging artists and the Y brand, integrating various elements such as collaborative goods.”

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