LOFA and National Museum of Modern and Contemporary Art Create "Museum on the Road"... Expanding Opportunities for Cultural Enjoyment

Korea Local Finance Association Achieves Success with
"Here and Now, National Museum of Modern and Contemporary Art" Campaign through Outdoor Advertising
Signs Business Agreement with National Museum of Modern and Contemporary Art

The Korea Local Finance Association (Chairman Jung Sunyong, hereinafter referred to as the Association) signed a "Business Agreement for Raising Awareness of Outdoor Advertising Culture and Art Culture" with the National Museum of Modern and Contemporary Art (Director Kim Sunghui) on September 25, 2025, and agreed to promote social contribution projects utilizing outdoor advertisements and artworks.

Jung Sunyong, Chairman of the Korea Local Finance Association (right), is taking a commemorative photo with Kim Sunghui, Director of the National Museum of Modern and Contemporary Art. Provided by the Korea Local Finance Association

This agreement was prompted by the positive public response to "Here and Now, National Museum of Modern and Contemporary Art," which was featured on digital outdoor advertisements along Olympic-daero for fundraising purposes since July. Both organizations agreed to continuously provide new cultural experiences that allow the public to encounter art in their daily lives.

Under the agreement, the National Museum of Modern and Contemporary Art will provide art content, including works from its permanent exhibitions, while the Association will display these works in fundraising outdoor advertisements. This collaboration aims to create shared value for the public and represents a joint effort to fulfill the social responsibilities of public institutions.

Jung Sunyong, Chairman of the Association, stated, "Through this agreement, we will strive to make it easier for people to encounter artworks in their daily lives and to broaden their cultural experiences. We plan to continue working with the National Museum of Modern and Contemporary Art to carry out various social contribution activities for the public good."

From the left, Seungbeom Park, Director of Planning and Operations at the National Museum of Modern and Contemporary Art, Seonghee Kim, Director, Seonyong Jung, Chairman of the Korea Local Finance Association, and Byungjun Cha, Director of the Outdoor Advertising Center. Provided by the Korea Local Finance Association

The Association is the only public interest corporation in Korea established to support sound fiscal management and development of local governments. More than 420 organizations and institutions, including 243 local governments nationwide, are members. Based on the spirit of mutual aid, the Association carries out mutual aid and support projects, and plans to continue providing new cultural value to the public and fulfilling its social responsibilities through outdoor advertising projects.

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