Delivering the Joy and Healing of Art, Inspiring Hope
Exhibiting 10 Collection Pieces Matched to Publicly Chosen Keywords
Ongoing Until June 17
The National Museum of Modern and Contemporary Art announced on the 19th that it will launch the 2025 campaign "Here and Now, National Museum of Modern and Contemporary Art" with the aim of bringing new hope and vitality to society through its collection.
This campaign has been designed to help people regain a sense of peace in their daily lives in 2025, to offer rest and comfort through art, to experience the sweetness of healing and freedom alongside art, and to envision a hopeful future of solidarity and peace with the museum as a medium.
Previously, the National Museum of Modern and Contemporary Art has worked to lower the barrier to entry to museums and to raise public interest in culture and the arts through timely annual campaigns such as "Art Changes Your Life" (2016-2017), "This Is Art" (2018), the 50th anniversary campaign "My Museum, National Museum of Modern and Contemporary Art" (2019), "Back to the Museum" (2021-22), which aimed for recovery from the COVID-19 pandemic through art, "For Tomorrow" (2023), which declared a future-oriented transformation of the Seoul branch on its 10th anniversary, and the eco-friendly online learning campaign "For Tomorrow - Learn Ditto" (2024).
During the planning stage, in February, a nationwide online vote was held in which the public selected 10 keywords (freedom, rest, daily life, peace, solidarity, comfort, healing, future, hope, peace), and 10 works from the museum's collection that best matched these keywords were chosen. About 5,000 people participated in the vote, and the series of 10 works features major Korean artists such as Jang Wookjin, Oh Jiho, Park Sookeun, Lee Jungseop, Joo Kyung, Kim Sangyu, Lee Jechang, Seo Seok, Hwang Kyubaek, and Kang Woon. The completed 2025 campaign series will be presented from May through various outdoor advertisements, including bus stops, as well as online media.
Until June 17, the museum is also holding a participatory SNS event called "Campaign Like-Comment-Gram." To participate, users must click 'like' on the campaign post uploaded to the museum's official Instagram account, comment on which of the 10 campaign keywords they have personally experienced through art and share their episode, tag a friend, and repost. A total of 23 participants will be selected by lottery to receive various prizes, including luxury hotel stay vouchers and coffee coupons. In July, the museum also plans to hold another event linked to its online collection search feature.
Kim Sunghee, director of the National Museum of Modern and Contemporary Art, stated, "What our society needs here and now is art," and added, "Through the 2025 National Museum of Modern and Contemporary Art campaign, we will strive to remind our society and community of the joy that art brings, to help restore peaceful daily lives, and to inspire new hope."
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