Commemorating the Fading Significance of the Taegeukgi and Liberation
Media Art Screenings at Shinsegae Square
SNS Event Encourages Display of the National Flag Through August 15
Shinsegae Department Store announced on August 10 that it is launching the "Today's Allim" campaign to commemorate the 80th anniversary of Liberation, inviting customers to reflect on the meaning of the Taegeukgi and Liberation in their daily lives.
Running through August 15, the "Today's Allim" campaign is a participatory initiative that encourages people to revisit the significance of the Taegeukgi and Liberation in everyday life, not only offline but also through digital platforms such as social networking services (SNS), in line with changing lifestyles.
To begin with, the Denny Taegeukgi, the oldest existing Taegeukgi in the collection of the National Museum of Korea, has been reimagined as media art and is being screened at Shinsegae Square. The one-minute video produced by the National Museum of Korea brings to life the Taegeukgi, which has been present during moments of hardship, adversity, and joy from the 19th century to today, as media art, reminding viewers of the pride in overcoming national crises and the meaning of Liberation.
Alongside the Denny Taegeukgi video, Shinsegae is also screening its proprietary video, "My Country, Korea." This video, a remake of artist Song Sohee's "My Country, Korea," delivers the message that it is the spirit of honoring the fallen patriots, rather than the method, that truly matters-conveyed in the heart of the city.
The media art and proprietary video shown at Shinsegae Square will be available for viewing until August 14. On Liberation Day itself, a giant Taegeukgi will be displayed at Shinsegae Square throughout the day.
A meaningful donation for the fallen patriots is also underway. Last month, Shinsegae donated 100 million KRW to the Independence Hall of Korea. This donation will be used to construct a brick monument inscribed with the names of independence activists without family registration at the "Hill of Unification Wishes" within the Independence Hall. The monument is scheduled for completion by March 1 next year.
Denny Taegeukgi photo zones will also be set up at Shinsegae Department Store's main branch and Centum City branch. In addition, at the Members Bar, beverage cup holders and chocolates provided to customers will feature the Denny Taegeukgi design, allowing customers to naturally see and commemorate the Taegeukgi in their daily lives.
The Denny Taegeukgi has also been recreated as digital images and stickers on the Shinsegae Department Store mobile application and SNS. Until August 15, Shinsegae will hold a drawing for customers who use the digital Denny Taegeukgi as their profile photo or post it on SNS (including the #오늘의올림 hashtag), with prizes including Denny Taegeukgi stickers and keyrings-MU:DS (Museum + Goods) items co-produced with the National Museum of Korea.
Lee Sunghwan, Executive Director of Business Strategy at Shinsegae Department Store, stated, "We have launched this special campaign to meaningfully commemorate the 80th anniversary of Liberation with our customers," adding, "We will continue to provide valuable experiences in our customers' daily lives."
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