"Construction Companies Transforming Images with Web Dramas, Music Videos, Photo Exhibitions, and YouTube"

[Asia Economy Reporter Yuri Kim] "In photographs, the viewer's attention is drawn to the largest subject. So, I thought that in construction sites, machines larger than humans would dominate the viewfinder, but that was not the case. Ultimately, it was the humans who took precedence over the machines, and I felt a strong sense of 'human power'." (Spatial Photographer Wonseok Lee)

From the 13th for four days, an unusual scene unfolded in the lobby of Hyundai Engineering & Construction's headquarters in Gyedong, Jongno-gu, Seoul, where scaffolding typically seen at construction sites was installed. Scaffolding is a temporary structure installed to allow work at heights on construction sites, but this time, instead of supporting people, it held photographs. The protagonists of this unique photo exhibition were six Hyundai E&C construction sites and the people who build them.

For this exhibition, photographer Wonseok Lee collaborated with Hyundai E&C and visited several sites over about three months, including 'Seoul Jemulpo Underground Project,' 'Hillstate Sinchon,' 'Gimpo Gochon Logistics Facility,' 'Busan New Port West Container Terminal,' 'Sejong-Pocheon Expressway,' and 'Hillstate Ijin Bay City.' He lived alongside employees from the start to the end of their workdays and captured their images on camera. About 30 of these works were exhibited during this period at the Gyedong headquarters.

The photographer initially thought his eyes would be drawn more to the grand machines on site, but ultimately, people were at the center. Among the 30 exhibited works, visitors' attention was especially caught by photos where site employees naturally gathered and smiled. Lee Youngju, head of the Cultural Promotion Team, said, "We are making great efforts to change the heavy and rigid image traditionally associated with the construction industry, especially Hyundai E&C. To approach with a friendly and relatable image, we are considering various activities this year beyond just photo exhibitions."

Hyundai E&C's efforts like these have been ongoing for several years. The 'Artist Collaboration' project, such as this photo exhibition, was first introduced last September with a music video collaboration with rapper Kisum. In 2018, the company also became the first in the construction industry to release a four-part web drama series titled 'Exciting Office Youth, Hyundai Construction Stories,' and last year, they released '4th Year Employee Site V-logs' on their official YouTube channel. These efforts are part of a broader attempt to shed the traditionally tough image of the construction industry and approach audiences more warmly.

Not only Hyundai E&C but most major domestic construction companies are striving to 'transform their image.' YouTube is a representative channel for this. They produce unique YouTube content to conduct corporate marketing or enhance brand value. For example, Daewoo E&C introduced content reading Prugio resident recruitment announcements in Autonomous Sensory Meridian Response (ASMR) format, GS E&C provides real estate expertise and lifestyle information through talk shows, and HDC Hyundai Development Company uses content such as employee-led model home introductions. These are all part of the same effort.