[AK View] Invisible Investment, the Future of Culture

CJ Cultural Foundation Reaches Out to the Non-Mainstream
An Incubator for the Creative Ecosystem
Two Decades of Quiet Investment Bear Fruit for K-Culture

Kwangho Lee, Head of Culture and Sports Team

"Companies should be dream keepers for young people."

This statement by Lee Jay-hyun, Chairman of CJ Group has been more than just a slogan. The past 20 years of the CJ Cultural Foundation represent the realization of that belief in action. On May 26, the CJ Cultural Foundation will celebrate its 20th anniversary. Since its establishment in 2006, the foundation has consistently maintained its focus: rather than supporting already well-known artists, it has dedicated itself to discovering and nurturing young creators who have yet to take the stage, particularly those in the non-mainstream areas of popular culture. This journey has prioritized potential over flashy achievements.

This area is not easily addressed even by the public sector, and other corporate cultural foundations have also been reluctant to step into this blind spot. Results are not immediately visible, and the prospects for commercial success are uncertain. Nevertheless, over the past 20 years, the CJ Cultural Foundation has invested approximately 100 billion won to continue its work. Underpinning this investment is the conviction that "culture is the future," embodying the value of "cultural patriotism." The resources provided by donations from CJ affiliates have formed the foundation for putting this philosophy into practice.

The support provided goes far beyond simple sponsorship. For young creators, it becomes both the foundation for survival and the starting line for new challenges. The accumulated experience in music (Tune Up), film (Story Up), and performing arts (Stage Up) has expanded into greater competitiveness for the entire industry. The drive to foster global talent and broaden cultural exchange follows the same logic. Efforts to expand the base of Korean culture ultimately translate into greater influence in the global market.

What is important to note is that these achievements are built "behind the scenes," rather than "in the spotlight." While the public's attention remains on finished content, there exists an underlying structure that supports long-term backing and endures repeated failures. The CJ Cultural Foundation has been dedicated to building this invisible foundation. If the present of K-culture is dazzling, its future will grow upon such quiet investments.

The question now moves to the next stage. Should this role be left to a single company? Now that the cultural industry has become a core element of national competitiveness, it is necessary for more large corporations to step up as "dream keepers." The industry will grow stronger when investment is made with a long-term perspective on the ecosystem, rather than short-term profits, and support is extended even at the risk of failure. This is why corporate cultural foundations must evolve beyond tools for image enhancement to become true incubators of the creative ecosystem.

At the same time, the government's role is also clear. It is the public sector’s duty to mitigate risks that are difficult for the private sector to shoulder alone. Expanding tax incentives for cultural foundation investments, easing regulatory burdens, and establishing institutional frameworks for stable long-term projects are all necessary. What matters is creating an environment where companies can continually do not just "good deeds," but "necessary work."

Culture is a field where it is difficult to prove results in a short time. However, once a creative ecosystem takes root, it shapes not just the industry but also the nation's identity and competitiveness. The 20-year journey of the CJ Cultural Foundation demonstrates this potential. What is now needed is expansion—greater corporate participation and the policy support to back it up. Investment in unseen places ultimately goes the farthest.

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