Shinsegae Duty Free, in collaboration with Korean artist Hong Insook, has launched "Annyeong on Hanji," a digital media artwork celebrating Hangul Day. The artwork, which transforms the Korean greeting "Annyeong" into a vibrant visual landscape, is part of Shinsegae's cultural arts initiative, KReflection. Displayed across major digital media spaces in Seoul, the piece invites both locals and tourists to experience Hangul as a visual and cultural phenomenon.
The artwork features the word "Annyeong" recreated with elements like peonies and waterfalls, symbolising peace and wellbeing. Hong Insook's unique approach combines over 20 of her works, including motifs such as pine trees and phoenixes, to create a dynamic three-dimensional landscape. "Annyeong is one of the oldest expressions of love," Hong explained, highlighting its cultural significance.
Studio Artech has adapted Hong's paintings into immersive digital content, using anamorphic techniques to enhance the artwork's spatial qualities. The installations are located at Shinsegae Duty Free Myeongdong, LUUX at DongA Media Centre, and Artium in Samseongdong, turning urban spaces into cultural encounters.
To make Hangul accessible to international visitors, Shinsegae Duty Free has partnered with culturetech company DOSN to offer a multilingual digital guide. Visitors can scan a QR code to access nodnodio, an AI-powered exhibition guide, providing information in multiple languages.
"Through the Korean word Annyeong, we wanted to share a warm sentiment of wishing others peace and happiness," said a Shinsegae Duty Free spokesperson. The initiative aims to reinterpret Korean culture and art, offering new experiences to a global audience.
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