Shinsegae Duty Free deepens cultural engagement through Yoo Youngkuk Art Foundation partnership

SOUTH KOREA. Shinsegae Duty Free has entered into a Memorandum of Understanding (MOU) with the Yoo Youngkuk Art Foundation to promote branded collaboration content inspired by Korean culture and art.

The signing was held ahead of a special exhibition honouring Korean abstract art pioneer Yoo Youngkuk.

Through this partnership, the two companies aim to integrate the artistic and cultural narratives to create premium content that combines artistic value and public interest.

Shinsegae Duty Free will work with the Yoo Youngkuk Art Foundation to reinterpret the artist’s philosophy through branded content with a modern perspective.

The collaboration will be showcased through the ‘K-Reflection’ art exhibition co-hosted by the retailer at Incheon International Airport central Millennium Hall in T1 on 22 August to 17 September.

This exhibition includes Yoo Youngkuk’s key paintings along with archival material, offering visitors a deeper understanding of his artistic philosophy and his blend of nature and abstraction.

Shinsegae Duty Free will also unveil special content combining Yoo’s artwork with its Paul and Bani characters, aimed at making art more accessible to a wider travel audience.

Well-known as Korea’s first abstract painter, Yoo Youngkuk (1916-2002) played a vital role in shaping contemporary Korean art. Through bold lines and vivid forms, Yoo depicted the beauty of nature on canvas, exploring the meaning of art and life against the backdrop of Korea’s turbulent modern history.

His work continues to gain recognition for its deep, timeless aesthetic sensibility both in Korea and abroad.

The Yoo Youngkuk Art Foundation was established to preserve the artist’s legacy and share his artistic world with a global audience.

The foundation has held eight solo exhibitions in Korea and brought Yoo’s work to global audiences, with notable shows in New York (2023) and the Venice Biennale (2024).

A Shinsegae Duty Free representative said, “This meaningful collaboration aligns with our vision of expanding the duty-free store into a cultural and artistic platform, and harmonises beautifully with Yoo Youngkuk’s artistic legacy. We look forward to sharing the essence and emotional impact of Korean abstract art with global travellers through this project.”

A Yoo Youngkuk Art Foundation representative added, “This partnership with Shinsegae Duty Free presents a valuable opportunity to share the artistic spirit of Yoo Youngkuk with a wider audience. It will be a special experience of encountering art in the everyday setting of an airport.”