Second National Heritage Theme Unveiled
Sunjong Eocha Travels Through Jung-gu, Seoul in Modern and Contemporary Times
Presented as a Large-Scale Digital Media Art
"Leading the Way in Promoting the Value of Our Heritage"
On May 21, Shinsegae Department Store announced that it has unveiled its second national heritage media art piece, "Sunjong Eocha Jung-gu Pilgrimage," at Shinsegae Square, following its previous 3D video work featuring a bronze dragon.
The protagonist of the video, the Sunjong Eocha, is the automobile primarily used by Sunjong, the last king of the Joseon Dynasty and the second emperor of the Korean Empire. Along with the Sunjeonghyo Empress Eocha, it is one of the oldest surviving car models in Korea.
Manufactured in 1918, the Sunjong Eocha resembles an early automobile with a carriage-like appearance. It features a wooden body lacquered using traditional techniques and is adorned throughout with the Ehwa crest (plum blossom emblem), symbolizing the imperial family of the Korean Empire.
The Sunjong Eocha serves as a symbol of the changes brought by foreign technology and culture to the imperial family of the Korean Empire during the transition to modernity. It is an important heritage piece that offers a glimpse into the modernization efforts carried out across society following the proclamation of the Korean Empire.
The media art piece "Sunjong Eocha Jung-gu Pilgrimage" is themed around a time travel journey with the Sunjong Eocha. Inspired by the question, "What if the Sunjong Eocha were still running today?" the video symbolically depicts Korea's modern and contemporary history by showcasing changing Seoul landmarks and lifestyles centered around the Sunjong Eocha.
The video traces the journey of the Sunjong Eocha, starting from Huijeongdang in Changdeokgung, where Emperor Sunjong rode the vehicle in the 1900s, passing through Sungnyemun in the 1950s and Seoul Station in the 1980s, and finally arriving at the Shinsegae Department Store main branch in 2025. The transitions between each era are presented as seamlessly as a theater set change, visually expressing the passage of time.
The video also includes humorous touches for viewers to discover. For example, in the scene transitioning to the 1980s, a newspaper features a period Shinsegae Department Store print advertisement, and in the Seoul Station scene, a standing signboard displays information about the "Myeong-dong Salon" exhibition being held at the Shinsegae Department Store Heritage Museum until the 30th.
Lee Sunghwan, Executive Director of Shinsegae Department Store, stated, "We have presented this media art to widely promote the value of the Sunjong Eocha as a national heritage asset," adding, "We will continue to take the lead in popularizing our precious cultural heritage through Shinsegae Square."
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