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Sejong Center to rebrand its museum in 2021

Nov 18,2019
The Sejong Museum of Art will renew itself with a new name and brand in 2021, CEO Kim Sung-kyu of the Sejong Center for the Performing Arts said as a part of announcing the center’s plans for the upcoming year.

Kim met with local press on Nov. 6 to introduce what he has worked on since his inauguration in September 2018 and also present goals for the future. While the Sejong Center is best known among the public for its performing arts programs, Kim put emphasis on the importance of art and the role of the museum in order to turn the center into a cultural multiplex.

“We had been centered in performing arts, and the museum has only been a minor branch,” Kim said. “But for us to become a cultural multiplex, not just a theater or an exhibition rental space, we must renew the museum’s brand to make sure that art becomes a major axis of the center as well.”

Two major missions for the upcoming year will be to hold six exhibitions curated by Sejong and to renew its brand. Sejong Museum of Art had previously been renting out its exhibit space to outside exhibitions because it lacked both the money and people to pull off its own curated exhibitions. New exhibitions will also focus on attracting younger audiences, up-and-coming artists and art collectors in and outside of Korea. The current exhibit, “Sejong Collector Story: Collector Higgin Kim” is a part of that effort.

Earlier this year, Kim was consulted about the overall branding of the Sejong Center for the Performing Arts. It will initiate its efforts to rebrand and rename the museum next year. The new brand identity will hopefully go into effect in 2021, according to Kim.

“Some people think our museum is in Sejong, and you really can’t tell who we are by hearing the name, ‘Sejong Museum of Art,’” Kim said. “Our efforts are aimed at making the museum younger and more international. People know who we are, and our location right in the middle of central Seoul’s Gwanghwamun district is certainly our strongest asset. But younger people don’t come, and I frankly believe it’s a crisis for Sejong.”

BY YOON SO-YEON [yoon.soyeon@joongang.co.kr]