The Hello Minwha Exhibition officially opened its doors on February 12, 2026, at the Lotte World Tower 8th floor Duty Free shop in Seoul, marking a significant milestone where traditional Korean folk painting evolves into a world-class art form. This exhibition was co-organized by 2NYUNS, an organization dedicated to promoting modern K-Culture Minwha, and prominent artist Lee Mi-kyung to introduce the aesthetic depth of Korean folk art to a global audience. The event goes beyond a simple art display, presenting a new cultural paradigm where traditional Korean beauty integrates with modern lifestyles to create high-end “Artist Luxury Content.”
 [코인아투데이] The Hello Minwha Exhibition: Artistic Variations by Um Jae-kwon and 27 Modern Masters ©김현수 기자 |
At the Hello Minwha Exhibition, visitors can encounter the essence of Korean art through the works of 27 leading contemporary Minwha artists, including the renowned master Um Jae-kwon, along with Kim Yong-ki and Kim Min. Notably, the exhibition features works by Um Jae-kwon, who gained international fame after President Lee Jae-myung presented his masterpiece, Girindo, to President Xi Jinping during the Korea-China summit in January 2026. The entrance is adorned with a grand graphic of Irworobongdo (Painting of the Sun, Moon, and the Five Peaks), offering a powerful visual experience of K-Art’s majesty to international tourists visiting the duty-free shop.
The core philosophy of this Hello Minwha Exhibition lies in demonstrating how Minwha can transcend the boundaries of traditional art to become a part of a premium lifestyle. In addition to high-quality original paintings, the exhibition showcases premium art goods based on Minwha motifs, reinterpreted with a modern luxury sensibility. This provides a unique opportunity for visitors not only to appreciate the art but also to own pieces of “artist luxury” that blend historical significance with contemporary utility.
 [코리안투데이] K-Culture Luxury Art Goods and Global Aesthetics at Lotte World Tower ©김현수 기자 |
The impressive roster of participating artists includes Lee Mi-kyung, Go Mi-kyung, Go Seo-hee, Go Seon-ae, Gong Seok-jin, Kim Do-hyun, Kim Sun-hwa, Kim Min-jung, No Yeon-seo, Min Shin-ja, Park Ji-young, Shin Mi-ra, Shin Jae-eun, Woo Ju-hee, Yu Eun-kyung, Yun Se-na, Lee Kyung-mi, Lee Yoon-jung, Lee Eun-jung, Jung Myung-joo, Jung Hak-jin, Jeon So-eon, Cho Myung-jin, and Cho Soon-jae. These artists have reinterpreted traditional themes—such as flowers, birds, and landscapes—using modern color palettes and compositions to create the new face of K-Culture. Held at the iconic Lotte World Tower, this exhibition serves as a bridge to elevate Korean traditional aesthetics to the level of global luxury brands.
Curators Lee Mi-kyung and 2NYUNS are proving through the Hello Minwha Exhibition that the satirical and bold aesthetics of Minwha possess immense competitive power in the global art market. The exhibition space at K-MUSEUM & GIFT is equipped with a digital docent system, allowing international visitors to easily understand the meaning behind each work via QR codes. As a major cultural landmark in the first half of 2026, this exhibition will be remembered as a monumental event that shows how the spirit and philosophy of the Korean people resonate with the sophisticated tastes of modern luxury consumers.
[ Reporter Kim Hyun-soo: incheoneast@thekoreantoday.com ]
지역 홍보대사 기자양성과정 지부장·지국장 유페이퍼코리안브랜드대상 최고경영인대상 소비자만족도대상
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