Collaboration with Gansong Art and Culture Foundation for the 80th Anniversary of Liberation
Over 10 Cultural Heritage Items Incorporated into Package Designs
Portion of Sales Proceeds to Support Cultural Heritage Preservation Projects
Emart announced on August 10 that its private brand (PB) No Brand will launch collaborative products with the Gansong Art and Culture Foundation on August 14, in celebration of the 80th anniversary of Liberation Day.
7 Types of Collaborative Products by No Brand and Kansong Art and Culture Foundation. Provided by Emart
The products feature seven No Brand steady sellers with package designs incorporating images of more than ten national treasures and treasures owned by the Gansong Art and Culture Foundation. Notably, the 'No Brand x Gansong Art Museum 1A Milk (900ml)' features images such as the National Treasure 'Celadon Inlaid Cloud and Crane Vase' and 'Celadon Duck-Shaped Water Dropper', masterpieces representing Goryeo celadon, allowing customers to naturally experience the beauty of Korea.
The 'No Brand x Gansong Art Museum Full-Size Seaweed and Lunchbox Seaweed' feature images from the National Treasure 'Album of Paintings by Hyewon' by Shin Yunbok, specifically 'Drinking Together' and 'Dano Festival'. In addition, the 'No Brand x Gansong Art Museum Noble Toilet Paper and Facial Tissue' feature 'Leisurely Reading' by Jeong Seon and 'Yellow Cat and Butterfly' by Kim Hongdo, while the 'No Brand x Gansong Art Museum Canned Cola and Canned Cider' are adorned with images of national treasure celadon and Buddha statues that complement each product.
The Gansong Art and Culture Foundation is rooted in the Gansong Art Museum, the first private art museum in Korea, established by Jeon Hyeongpil during the Japanese colonial period to protect Korea's cultural heritage, dedicating his entire fortune to this cause.
The foundation was established in 2013 to conduct in-depth research and systematic preservation of the Gansong Collection. It owns major cultural assets, including national treasures such as the 'Hunminjeongeum Haeryebon', as well as Shin Yunbok's 'Portrait of a Beauty' and Jeong Seon's 'Geumgangnaesan', among other treasures.
The seven collaborative products with No Brand will be available at Emart stores nationwide, No Brand specialty stores, and SSG.com. A portion of the sales proceeds will be used for the preservation, research, and educational projects related to Korea's cultural heritage.
Kim Hyeyoung, PN Development Team Leader for No Brand at Emart, stated, "The goal of this collaboration is to blend 'cultural sensibility' with the 'practical value' that No Brand pursues, allowing Korea's cultural heritage to naturally become part of customers' daily lives."
Meanwhile, to commemorate the 80th anniversary of Liberation Day, Emart will also introduce a special tableware collection featuring the Mugunghwa (Rose of Sharon). The 'Mugunghwa Series' from the premium tableware brand Portmeirion will be released as a global exclusive through parallel import. The collection consists of 12 items, including plates, bowls, and mugs, and will be available at Emart offline stores and SSG.com.
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