"Meeting of Media Art and K-Culture Arts"… Shinsegae Duty Free Partners with Yeongin Literature Museum

Shinsegae DF and Yeongin Literature Museum Sign MOU for Creative K-Culture Collaboration
Joint project to re-examine Korean literature and arts through media art
Promoting the creative value of K-culture at home and abroad

Shinsegae DF, the operator of Shinsegae Duty Free, and Yeongin Literature Museum announced on the 10th that they have signed a Memorandum of Understanding (MOU) for creative K-cultural arts cooperation.

This agreement is part of a joint project aimed at re-examining the value of Korean literature and arts through media art based on the literary thinking of the late Professor Lee Oi-ryeong, and spreading the creative value of K-culture both domestically and internationally.

Yoo Sin-yeol, CEO of Shinsegae DF (left), and Kang In-sook, Director of Yeongin Literature Museum (right), are taking a commemorative photo after signing a business agreement. Provided by Shinsegae DF.

The signing ceremony took place in the study of the late Professor Lee Oi-ryeong, located in Pyeongchang-dong, Jongno-gu, Seoul. Key figures from both organizations attended, including Yoo Shin-yeol, CEO of Shinsegae DF, Kwak Jong-woo, head of marketing, Kang In-sook, director of Yeongin Literature Museum, and Lee Seung-mu, professor at Korea National University of Arts.

Through this collaboration, the two organizations will promote various joint projects such as ▲ offline media art exhibitions at the ‘Iconic Zone’ on the 10th floor of Shinsegae Duty Free Myeongdong branch ▲ dissemination of online content using global channels like YouTube and Instagram ▲ discovery and support of emerging media artists ▲ planning of convergent content combining literature and arts.

Yoo Shin-yeol, CEO of Shinsegae DF, said, “This agreement marks an important starting point where the sensibility of K-culture meets future technology. It will also serve as an opportunity to introduce new values of Korean literature and arts to foreign tourists.”

Kang In-sook, director of Yeongin Literature Museum, stated, “Based on the philosophy of the late Professor Lee Oi-ryeong, we hope that literature and arts will converge in the digital age and lead to a new cultural enjoyment space.”

Meanwhile, Shinsegae Duty Free has been sequentially unveiling a media art series themed on Korean literary and artistic masters since this year as part of the ‘K-Reflection’ project, which highlights the identity and creativity of K-culture. This project consists of three pillars: ▲ homage series to literary and artistic masters ▲ immersive cultural heritage content series ▲ collaboration series with emerging artists. It is expected to play a role in promoting creations that encompass tradition and modernity, masters and emerging talents.

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