Shinhan Card Art Fair Achieves 600 Million KRW in Sales... "Positive Response from MZ Generation"

Customer Participation Art Platform 'My Art Plex' Officially Launched

[Asia Economy Reporter Ki Ha-young] Shinhan Card announced on the 23rd that over 6,000 people visited the art fair "The Preview Hannam with Shinhan Card," hosted by the in-house venture Artplus (Art+), which was held for 10 days, and the sales of artworks exceeded 600 million KRW.

The art fair The Preview Hannam was planned with a focus on connecting emerging artists and galleries with novice collectors. Thirty-two galleries participated, showcasing works by 128 artists. The prices of artworks started from around 100,000 KRW, reducing the financial burden of collecting for the MZ generation (Millennials + Generation Z) and beginners.

In particular, works by artists born in the 1990s, including the youngest participant born in 1996, were prominently featured, and a teenage collector succeeded in their first collecting, marking the participation of the MZ generation art customer base.

During the event, Shinhan Card also planned various programs, screening high-resolution 3D holograms and preparing art books reflecting the spirit of the times along with a modern vintage furniture collection. A performance stage featuring collaborations with different art forms such as architecture, music, installation art, and dance attracted the attention of visitors.

Simultaneously with the art fair, Shinhan Card launched the customer participation online art platform "My Art Flex," which attracted over 1,300 members and uploaded more than 1,200 artworks within about 20 days. Through My Art Flex, which connects sellers and buyers, numerous art transactions were made.

Shinhan Card plans to open an Art Flex space within My Art Flex to share collections and exhibition information, and to continuously meet the expectations of art-consuming customers by offering competitive content such as expert classes.

A Shinhan Card official said, "Through the first art fair in the financial sector, it was a valuable opportunity to share new communication and differentiated experiences with MZ generation customers pursuing an art life," adding, "We will continue to contribute to expanding the cultural and artistic ecosystem by connecting the value of art with finance."