Shinsegae Duty Free Holds Media Art Screening of Korean Cultural Heritage with National Museum of Korea

Media Art Showcases Including "When the Peony Blooms" and "Moving Letters: The Typefaces of Joseon"

Shinsegae Duty Free announced on April 24 that it held screenings of the media art contents "When the Peony Blooms" and "Moving Letters: The Typefaces of Joseon," which reinterpret Korean cultural heritage in a contemporary way, in collaboration with the National Museum of Korea at its Myeongdong main store.

(From left) Music director Byungwoo Lee, National Museum of Korea director Jaehong Kim, and Shinsegae DF CEO Sinyeol Yoo pose for a commemorative photo after the screening of "When the Peony Blooms" at Shinsegae Square in Myeongdong, Seoul. (Photo by Shinsegae Duty Free)

The event was attended by key figures including Shinsegae DF CEO Sinyeol Yoo, National Museum of Korea director Jaehong Kim, and renowned film music director Byungwoo Lee. The attendees opened the event by viewing the first screening, "Moving Letters: The Typefaces of Joseon," in front of the Iconic Zone media facade on the 10th floor of Shinsegae Duty Free’s Myeongdong store.

This content digitally recreates 820,000 typefaces from the Joseon Dynasty, housed at the National Museum of Korea, in 3D to convey the historical value and beauty of the typefaces. The immersive experience was further enhanced through a musical collaboration with director Byungwoo Lee. At Shinsegae Square in the main building of Shinsegae Department Store, "When the Peony Blooms," based on the "Two-Panel Peony Screen," was screened.

Shinsegae Duty Free received a Commendation from the Minister of Culture, Sports and Tourism last year in recognition of its ongoing contribution to the spread of Korean traditional culture through consistent operation of cultural content such as "When the Peony Blooms." In particular, since May 2022, it has been running "K-Culture Day" every Saturday, regularly screening immersive digital content produced by the National Museum of Korea.

Meanwhile, both works are being screened simultaneously at Hall 4 of the "K-Culture Museum" located in the Transportation Center of Incheon Airport Terminal 1. Media art videos can be viewed at Shinsegae Square and Hall 4 of the K-Culture Museum at Incheon Airport Terminal 1 until June 30.

A Shinsegae Duty Free representative said, "Not only individual customers visiting the Myeongdong store, but also business group visitors are deeply impressed as they experience Korean culture and art firsthand, going beyond simple shopping," adding, "We will continue to discover new tourism content that combines culture and shopping."