This campaign is dedicated to preserving Korea’s intangible cultural heritage, which includes traditional crafts, music and dances that are at risk of disappearing. By educating the public and fostering appreciation for cultural diversity, the campaign aims to ensure that these invaluable cultural expressions are passed down to future generations.
Educational institutions, Historical festivals, online platforms (social media, blogs, cultural websites), and tourist information centers. Subway advertising banner at Ichon station, the subway station where the National Museum of Korea is located. Airports and train stations representing Korea.
The primary audience includes young Koreans who may be disconnected from traditional culture, as well as international audiences interested in Korean heritage. Secondary audiences include educators, cultural practitioners, and tourists.
There may be a lack of awareness or interest among younger generations regarding the importance of intangible cultural heritage. International audiences might have limited exposure to the depth of Korea’s traditional culture beyond popular culture.
Intangible cultural heritage is a vital link to Korea’s history and identity, enriching both the nation and the world. Preserving these traditions is essential for cultural diversity and intercultural dialogue.
The shape and texture of the illustration were inspired by the brush paintings of traditional Korean painting, and were drawn abstractly to create that feeling.
The sound of each moving poster was edited to suit each illustration. Each illustration is a Korean intangible cultural heritage.
These are Bukcheong Saja Noreum (북청 사자 놀음), Namsadang Nori (남사당놀이), Bongsan Talchum (봉산탈춤) and Seungu (승무).
