Two recent major art exhibitions in the country, “VIENNA 1900. THE DREAMING ARTIST” and “VAN GOGH: THE GREAT PASSION”, Immortalized, have captured the public's attention in different ways.

“VIENNA 1900. THE DREAMING ARTIST” was praised by art experts for its high level of composition and meticulous curation, which is rarely seen in Korea.

On the other hand, “VAN GOGH: THE GREAT PASSION” was more talked about for its marketing than for the exhibition itself, with celebrity participation from actors Ha Jung woo, Ko Soyoung, and group Seventeen's THE 8.

Ha Jung-woo expressed his love for the exhibition on social media with the phrase “My Brother Van Gogh,” while THE 8 and actor Ji Changwook participated in recording audio guides in Korean and Chinese, respectively. This is an example of marketing that actively utilizes celebrities to promote the exhibition.

While this approach may seem like an effective way to attract the public's attention, it also has the problem of diluting the essence of the art exhibition.

The Light and Shadow of Popularization

This celebrity-centered marketing is indicative of the current state of the Korean art scene. The fact that celebrity participation is a major factor in the success of an exhibition indicates that mass appeal and marketing are being prioritized over artistic merit and critical value.

This suggests that the Korean art world has yet to establish a mature way of communicating, and reveals the reality that the balance between popularization and artistry is still lacking.
 
There is nothing wrong with the strategy of using celebrities, but the focus of the exhibition should be on the internal value and meaning of the artwork. The experience of the viewer interacting directly with the artwork through the exhibition should be the centerpiece.

If the presence of celebrities overwhelms the essence of the exhibition, the art world needs to rethink its direction. Furthermore, I am concerned that Korean art professionals and artists are losing their place in this trend.
 
This question reveals the structural limitations of the Korean art world and shows the need to go beyond mere marketing and examine the fundamental system of Korean art.

The Korean Art World in search of a New balance

While celebrity-oriented marketing has succeeded in attracting the public's attention, there are structural challenges in the Korean art world. For Korean art to move to the next level, it needs to redefine the balance between public accessibility, depth of work, and critical perspective.

Korean art exhibitions should not only attract audiences through celebrities, but also create an environment that helps them to deeply understand and relate to the artworks. This will require structural improvements in curation, criticism, and a stronger focus on the artists' own narratives.
 
Ultimately, the direction of Korean art lies in a genuine exchange between the public and art centered on the value of the work. This process will not merely change the status quo but will help the entire Korean art scene form a new identity and set the stage for the larger world.