This Fall in New York: K-Wave Fever... From Information to Discounts with the ‘K-Culture Map’

"It is unprecedented for Korean-related cultural events to be held simultaneously in large numbers across New York venues such as the Metropolitan Museum of Art, the Guggenheim Museum, and Carnegie Hall." A 'K-Culture Map' has been created that allows you to check various Korean cultural event information available this fall in New York at a glance and even receive discounts at Korean restaurants.

On the 26th (local time), the New York Korean Cultural Center held a briefing in Manhattan and announced that it will promote the 'It's Time for K-Culture' campaign, which organizes and distributes information on K-Culture events taking place in New York this November and December through online and offline maps. This campaign is sponsored by New York City and involves 52 participants, including major museums such as the Metropolitan Museum of Art, public libraries, Korean restaurants, and shops across New York.

This fall in New York, Korean-related cultural events are being held simultaneously in unprecedented numbers. The genres and scope range widely from contemporary art to performances, literature, and education. This campaign reflects the Cultural Center’s proactive intention to properly promote Korean culture to New Yorkers and tourists without missing this opportunity.

First, the Metropolitan Museum of Art will commemorate the 25th anniversary of the opening of its Korean Art Gallery by hosting the exhibition Lineages: Korean Art at The Met starting from the 7th of next month. The exhibition will showcase well-known works such as Seo Seok’s ink painting People, Kim Whanki’s Moon and Jar, and Kwon Young-woo’s Untitled, along with pieces collected by The Met over the past 25 years and major 20th-century works loaned from overseas institutions.

At the Guggenheim Museum, in collaboration with the National Museum of Modern and Contemporary Art, Korea, the exhibition Korean Experimental Art of the 1960s-70s is currently underway. This exhibition highlights 30 Korean avant-garde art masters including Sung Nung-kyung, Shim Moon-seop, Lee Gun-yong, Kim Ku-rim, and Lee Kang-so. The Pace Gallery in Chelsea, New York, which hosted a solo exhibition of Lee Gun-yong’s Snail’s Pace last summer, will spotlight Yoo Youngkuk starting from the 10th of next month. Yoo, Korea’s first abstract painter, gained attention when BTS leader RM personally certified his artwork viewing. Although not in New York, a special exhibition titled Forms of Time: Korean Art Since 1989 featuring 28 Korean artists is being held in Philadelphia, a major city in the U.S. East Coast.

Additionally, in November, tenor John Noh will perform a recital at Carnegie Hall, and the theater group Seongbukdong Pigeon’s representative play Media on Media will be staged at New York University’s Skirball Center. The New York Public Library will host the K-Horror Literature Week. As part of this, on November 3rd, a book talk event will be held at the library featuring author Jeong Bora of Cursed Bunny, a finalist for the National Book Award in the translation category, and translator Anton Hur.

Kim Cheon-su, director of the New York Korean Cultural Center, introduced the campaign by saying, "This is to introduce Korean-related performances and arts centered in Manhattan, New York, and to build a long-term platform that can promote K-lifestyle experiences. We started this because we believe it is important to string together many pearls so that people can properly understand them. We will platformize and gradually expand it."

The campaign does not stop at just providing information. Visitors who bring the K-Culture Map to participating businesses can receive discounts ranging from 5% to 30%. There are 26 participating Korean restaurants located in Manhattan’s Koreatown and surrounding areas, including Banju, Gopchang Iyagi, Jongno BBQ, Cajun, New Wonjo, Pocha32, The Big House, Tous Les Jours, Miss Korea, and Turntable LP Bar & Karaoke. These Korean restaurants will offer a 5% discount on weekdays throughout November. In the entertainment sector, MK Karaoke and K-Town Studio are included, along with Goryeo Books, and in the wellness field, NYC Total Health Korean Medicine Clinic and The Spa Club Jjimjilbang are also listed.

Director Kim said, "Through this campaign, I hope that interest in K-Culture will lead to experiences with Korean food and purchases of Korean products, allowing Korean culture to naturally permeate the lifestyles of New Yorkers." Kevin Kim, commissioner of the New York City Small Business Services, stated, "K-Culture, which can already be found everywhere in New York, and the small Korean-owned businesses supporting it contribute to the economic growth of New York City and positively transform the city. We hope this collaboration will also help our 'City of Yes' project, which aims to make New York a brighter and more inclusive city."

The K-Culture Map, designed by renowned illustrator Heo Eun-san, can be picked up in person at the New York Korean Cultural Center or received as a digital brochure via Instagram. Detailed information on how to participate in the campaign can be found on the Cultural Center’s website.