SEOUL, Korea, Nov 08 (Korea Bizwire) – Hyundai Motor, in cooperation with the National Museum of Contemporary Art, is set to begin a corporate social responsibility program to support Korean artists and globally promote their artworks. The auto maker said on November 7 that it would give to the national museum a total of 12 billion won for the next ten years between 2013 and 2023. The latest donation is the largest ever among any other corporate art support programs.
Hyundai’s program is considered unprecedented in that it focuses more on supporting domestic and international exhibitions of artists than just giving away money to an art museum. Under the program, the company will select one mid-career painter a year for ten years and spend 900 million won for the individual to hold exhibitions and academic conferences, as well as to publish illustrated books and promote in the world. In addition, it will support new and early-career artists by setting aside a total of 3 billion won by allowing them to display their artworks at the national museum.
The reason the car maker has decided to lend support to the nation’s art culture has to do with the fact that it won’t be able to create a premium brand image in the global market without such programs. A Hyundai Motor official said, “This is part of our shared growth initiative in which we provide experience and value to our customers over and above their expectations. From now on, we will accelerate our effort on improving communication with customers in the long-term perspective.”
Currently the automotive group is supporting a variety of art and culture programs, including the Seoul Philharmonic Orchestra, the Art Dream Project, Saturday Art Drive, Culture Sharing Campaign in the Military Barracks, H-Art Gallery, and Brilliant Cube.