Shinsegae Duty Free, National Museum of Korea Spread K-Culture Worldwide

Myeongdong Branch 7th Anniversary Celebration
Screening of Video Content Reinterpreting Korean Cultural Heritage

Shinsegae Duty Free announced on the 17th that, following last year, it will once again showcase cultural heritage content to promote K-Culture in collaboration with the National Museum of Korea this year.

(From left) Moon Hyun-gyu, Head of Shinsegae Duty Free Main Store; Lee Byung-woo, Music Director; Yoon Sung-yong, Director of the National Museum of Korea; Yoo Shin-yeol, CEO of Shinsegae DF, are taking photos at the National Museum of Korea digital content video demonstration held on the 17th at Shinsegae Duty Free Myeongdong Store.
[Photo by Shinsegae DF].

Shinsegae Duty Free stated that starting from the 20th, digital content on Korean cultural heritage produced by the National Museum of Korea will be displayed on the media facade at the Iconic Zone on the 10th floor of the Myeongdong branch. The content will be shown every Saturday from 3:00 PM to 6:30 PM.

The screening content includes a total of six videos produced by the National Museum of Korea, such as "Feast of the Immortals," which depicts the world of immortals based on Yojiyondo and the Ten Longevity Symbols, and "When the Peony Blooms," which captures the splendor and dignity of peonies from the "Peony Painting Two-Panel Folding Screen" held by the National Museum of Korea. The newly introduced content, "When the Peony Blooms," is based on the two-panel folding screen peony painting, a royal court decorative painting from the Joseon Dynasty, and was produced by the Chuncheon National Museum. The music for "When the Peony Blooms" was composed by music director Lee Byung-woo, who has worked as a film music director and artistic director for various international events.

In March last year, Shinsegae Duty Free became the first in the domestic distribution industry to sign a business agreement with the National Museum of Korea to promote domestic cultural heritage. Shinsegae Duty Free said, "This cultural heritage media art by the National Museum of Korea, which reinterprets the unique beauty and elegance of Korea in a modern way, will not only help spread K-Culture but also provide customers with a special artistic experience."

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