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Hyundai Motor supports artists

November 7, 2013

Visitors take a look at artwork in the Gallery Art Zone at the National Museum of Modern and Contemporary Art in Seoul.
(Courtesy of Hyundai Motor)

By Kim Tae-jong

Hyundai Motor said Thursday that it will donate a total of 12 billion won to the National Museum of Modern and Contemporary Art over 10 years beginning next year as part of its Mecenat project. It is Hyundai’s biggest donation yet to a single art organization.

“This is our commitment to the promotion of the nation’s contemporary art,” an official from the automaker said. “We hope this project will help globalize Korean contemporary art as well as offer people here more opportunities to enjoy great art works.”

He said that it is also part of the firm’s efforts toward “shared growth,” which will enhance the automaker’s brand awareness along with critically acclaimed Korean art in the global market.

This is seen as another of the automaker’s culture-focused activities, through which it seeks to upgrade its brand image domestically and internationally.

Hyundai Motor Group Chairman stressed at a recent executives meeting the importance of historical awareness and demanded that executives and employees develop a strong sense of this.

The company stressed that the Mecenat project is also different from previous support programs which were mainly a single money donation.

The automaker will play an active role in the long-term project.

It will not only sponsor individual exhibitions of Korean artists but also help set up an incubating system for promising newcomers so that they can freely develop their artistic talents.

The automaker will spend 9 billion won on supporting individual exhibitions by renowned Korean artists.

Together with the national art museum, the automaker will select one artist each year and offer up to 900 million won so that he or she can hold an exhibition without any financial burden.

Along with the support for the exhibitions, Hyundai will be also actively engage in various support programs such as publishing books, inviting renowned art critics to give talks and holding seminars.

It will earmark 3 billion won for talented new artists who can put on an exhibition at the art gallery.