SK Group Provides Comprehensive Support for Korean Cultural Event in New York, USA

Opening of 'Korean Arts Week' at Lincoln Center on the 19th
Introducing 'K-Culture' through performances, exhibitions, and films

An advertisement for Korean Arts Week attached to a bus in New York, USA. Photo by SK

SK Group has launched comprehensive support efforts to ensure the success of the ‘Korean Arts Week’ in New York, USA, where it participates as a weekly sponsor.

As the chairman company of the Korea Chamber of Commerce and Industry, SK Group aims to contribute to promoting the beauty and diversity of Korean culture while also seeking promotional effects to attract the Busan Expo. Additionally, SK spares no support in executing its core management strategy, the Global Story. The Global Story is a management strategy that emphasizes gaining empathy from local stakeholders and pursuing happiness for business success.

SK Group is carrying out various support activities for the success of Korean Arts Week, held from the 19th to the 22nd of this month at the Lincoln Center area in New York.

Korean Arts Week is an event centered on Korean culture, encompassing the past, present, and future of Korean arts in one place. It is part of the Lincoln Center’s ‘Summer for the City’ festival, sponsored by SK Group.

In addition to SK Group member companies (SK E&S, SKC, SK On, SK Inc. C&C, SK Eco Engineering, Passkey, Key Capture Energy, EverCharge), Korea Investment & Securities also joined the sponsorship. Korea Investment & Securities, which operates two local subsidiaries in New York, USA, has recently taken the lead in enhancing the status of ‘K-Finance’ in the US market by establishing a joint venture with the global financial firm ‘Stifel Financial’.

Korean Arts Week consists of more than 10 cultural and artistic programs, including performances, exhibitions, and films. The flagship program is ‘One Dance’ (Ilmu·佾舞) by the Seoul City Dance Company, produced by the Sejong Center for the Performing Arts. ‘One Dance,’ performed three times at the Lincoln Center from the 20th to the 22nd, is a modern reinterpretation of ‘Ilmu,’ a dance from Jongmyo Jeryeak, which is registered as a UNESCO Intangible Cultural Heritage of Humanity.

An advertisement for Korean Arts Week displayed on a New York City subway screen. Photo by SK

SK Group has prepared various promotional measures not only through financial support but also to ensure the event’s success. Starting from the end of last month and continuing for a month, Korean Arts Week and ‘One Dance’ have been promoted using screens in Manhattan subway stations and over 80 city loop buses. The event information, along with messages supporting the bid for the ‘2030 Busan World Expo,’ is being spread to New York citizens and tourists alike.

SK Group also produced YouTube content in collaboration with the world-renowned Korean dance crew ‘Just Jerk’ to raise interest in the ‘One Dance’ performance. Just Jerk created a video where they choreograph a modern reinterpretation of the Ilmu performance and cross-edit it with the Ilmu dance, highlighting the diversity of Korean dance. Just Jerk is well-known in the US, having reached the semifinals of ‘America’s Got Talent,’ performed at the PyeongChang Winter Olympics opening ceremony, and appeared in promotional videos supporting the Busan Expo bid.

SK Group is actively supporting the promotion of Korean Arts Week and ‘One Dance’ through various digital advertising channels such as Google, LinkedIn, YouTube, and Instagram. Additionally, SK On is running a ‘K means SK’ cheering comment event until July 23. By subscribing to SK On’s official YouTube channel, watching the promotional video, and leaving a comment cheering for K-culture or SK Group, participants can enter a draw to win SK mobile fuel vouchers (5 winners) and Starbucks Americano coupons (100 winners).

An SK Group representative said, “Korean Arts Week will serve as an opportunity to elevate the status of ‘Cultural Powerhouse’ and ‘Culture Korea’ in New York, the global center of culture and economy. SK will continue to fulfill its social responsibilities through various patronage activities and contribute to strengthening Korea’s national competitiveness.”

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