SK to support Korean cultural events in New York next week

Korean Arts Week advertisements are displayed on screens of a New York subway station, Sunday. Courtesy of SK Group

By Kim Hyun-bin

SK will support Korean Arts Week event, scheduled to take place at the Lincoln Center in New York from July 19 to 22, to promote the beauty and diversity of Korean culture and generate publicity for Korea's efforts to host World Expo 2030 in Busan, according to the company, Sunday.

Korean Arts Week showcases various cultural and artistic programs, including performances, exhibitions and films, highlighting the past, present and future of Korean art. The centerpiece is the Seoul Metropolitan Dance Company's production of "One Dance," created by the Sejong Center for the Performing Arts.

From July 20 to 22, "One Dance" will be performed three times at the Lincoln Center, offering a contemporary reinterpretation of the UNESCO-designated intangible cultural heritage, “Jongmyo Jeryeak.” The work embodies the essence of Korean art, blending vibrant colors, explosive energy, and restrained aesthetics beyond tradition.

SK not only provides financial support but also implements diverse promotional strategies to ensure the event's success. In addition to SK's subsidiaries ― SK E&S, SKC, SK Networks, SK C&C, SK E&C ― Korea Investment & Securities will also join as a sponsor.

Since the end of last month, Korean Arts Week and "One Dance" have been promoted via over 80 circulating buses and screens in New York's Manhattan subway stations. The promotional efforts aim to reach New York citizens and tourists, conveying news about the event and a message supporting the bid for World Expo 2030 Busan.

To heighten interest in the performances, SK will collaborate with renowned Korean dance crew Just Jerk to create YouTube content. Additionally, SK will support the promotion of the event through various digital advertising channels, including Google, LinkedIn, YouTube and Instagram.

"Korean Arts Week will serve as a catalyst to elevate Korea's position as a cultural powerhouse in New York, a global hub for culture and economy,” an SK Group official said. "SK will continue fulfilling its social responsibilities and contribute to strengthening Korea's national competitiveness through various messaging activities."