Jeju showcase
The opening event, entitled 'AmorePacific museum of art project (apmap) 2017 jeju- mystic birth', began on 8th July 2017 and will run throughout the summer until 3rd September 2017.
South Korea — the birthplace of the globally renowned cosmetics trend, K-beauty — takes place on the country’s island and subject of the exhibition, Jeju, in the island's Osulloc Tea Museum.
This event is part of AmorePacific Museum of Art’s wider contemporary art project. The second instalment of the cultural festivities will take place between 2017 and 2020.
Jeon Seungchang, the Director of AmorePacific Museum of Art, will welcome 16 teams of modern artists to demonstrate their works, which takes inspiration from Jeju’s landmarks, myths and legends.
Cultural significance
Initiated in 2013, apmap is an outside public art project that aims to search for and support emerging artists, encourage their artistry and advocate the importance of public art and innovation within the field.
'Apmap part I' first entered the South Korean cosmetics leader’s Beauty Campus in Osan, the production and distribution complex of cosmetic products of AmorePacific, in 2013. It then moved to Seokwang Tea Garden in Jeju in 2014, the company’s research and development (R&D) centre in Yongin in 2015 and its new corporate headquarters close to Yongsan Family Park in 2016.
AmorePacific hopes 'Apmap part II' will transform “the country's favourite domestic holiday destination into an island of contemporary art with a wonderful collection of Jeju-themed artworks to please the eyes of the visitors and propagate the beauty of Jeju to the local and the international audience”, it reported in a recent press release.
Pairing art with beauty, adorning works showcase various artistic genres including sculptures, installations, constructions and sound art.
South Korean forecast
South Korea remains an influential international beauty and cosmetics hub and is expected to continue its growth and global success, Euromonitor International reports.
However, with an increasing focus on its uniqueness and export capabilities, AmorePacific Museum of Art’s exhibition supports the country’s changing focus by highlighting Jeju island and AmorePacific's leading presence in the beauty and personal care market.