Culture Communication Forum envisions 'New Korea' through ideas and AI

This year's Culture Communication Forum (CCF) held Monday evening at the Grand Hyatt Seoul in Yongsan District, central Seoul, focused on exploring Korea's potential and integrating Korean culture with AI technology under the theme of “New Korea.”

Corea Image Communication Institute President Choi Jung-hwa gives a welcome speech at the Culture Communication Forum 2024, held on Monday at the Grand Hyatt Seoul in Yongsan District, central Seoul. [CICI]

This year's Culture Communication Forum (CCF) held Monday evening at the Grand Hyatt Seoul in Yongsan District, central Seoul, focused on exploring Korea's potential and integrating Korean culture with AI technology under the theme of “New Korea.”

"People say that New York is a place where the future comes to audition. In the coming days, Korea will become a country where future cultures will come to audition," said Choi Jung-hwa, president of the Corea Image Communication Institute (CICI), the organizer of the event.

CICI, established in 2003, is an organization affiliated with the Ministry of Foreign Affairs. It promotes Korean culture abroad and does research on Korea’s international image.

Philippe Bertoux, the French ambassador to Korea, attended the event, delivering a congratulatory speech to guests. He talked about Korea's potential, which he discovered when looking at young French people enjoying the diverse local culture.

Kang Byung-in, a calligrapher and president of the calligraphy center Sooltong, won the New Korea Ideas category of the Culture Communication Forum 2024's contest with his idea of building sculptures based on hangul. The image above is a example of one of his sculpture ideas, saying kkot, which translates to flower. [CICI]

"In France, there is a growing fascination with K-culture among young people," said Ambassador Bertoux.

The ambassador also highlighted the success of efforts to enhance Korea’s image in France, citing the increasing number of French individuals learning the Korean language and seeking opportunities to explore Korea for studying or tourism. According to the ambassador, the average age of the French community in Korea is below 29, reflecting the young generation’s keen interest in Korea's soft power.

The attendees of Monday's event voted to select the top three winners of a contest organized by CICI. The contest, aimed at elevating Korea’s global image under the theme of "New Korea,” collected entries from April 29 to June 10. CICI received a total of 254 entries across two categories: New Korea Ideas and Korea Image Created by AI.

In the New Korea Ideas category, participants submitted their ideas on how to captivate global audiences' interest in Korea over the next one or two years. The Grand Award was presented to Kang Byung-in, a calligrapher and president of the calligraphy center Sooltong, for his submission, which involved creating sculptures based on hangul.

Chihmao Hsieh, an associate professor of entrepreneurship at the State University of New York, Korea, secured second place for presenting an idea on exploring the changing nature of K-gestures, such as the heart poses celebrities often show in front of cameras.

Kwon Hye-in's AI-generated image shows a blends tradition and modernity to create a unique style of hanbok (traditional Korean dress). She won the Korea Image Created by AI category at the Culture Communication Forum 2024. [CICI]

Third place was awarded to Jeong Chae-rin and Chon Sung-woo for their idea regarding using instant photo booths. The booths have become a trend in Korea, attracting global visitors and promoting Korean brands.

In the Korea Image Created by AI category, participants submitted AI-generated images to promote Korea worldwide.

The Grand Prize was awarded to Kwon Hye-in for her image, which blends tradition and modernity to create a unique style of hanbok (traditional Korean dress). The runner-up was Yang Se-yeon, a student at Kookmin University, for presenting an image of Korea using the najeon chilgi technique,a traditional Korean craft technique in which lacquerware is inlaid with mother-of-pearl. Hong Seung-yeon won third place with her AI-generated image featuring a character from Netflix’s series “Squid Game” (2021) against the backdrop of a Korean landmark.

The annual event brings together a handful of cultural leaders from around the world. This year marks the 15th anniversary of the event, attracting distinguished guests including CJ Group Chairman Sohn Kyung-shik, French Ambassador Bertoux, United Arab Emirates Ambassador Abdulla Saif Al Nuaimi, Philippine Ambassador Maria Theresa Dizon-De Vega, Poongsan Group Chairman Ryu Jin and Song Seung-hwan, artistic director of PMC Production.

Singer-songwriter U.Bar.E, guitarist Kim Su-yu and harmonica player Lee Han-gyeol join together for a jazz performance during the Culture Communication Forum 2024 on Monday. [CICI]

Singer-songwriter U.Bar.E, guitarist Kim Su-yu and harmonica player Lee Han-gyeol also performed during the event.

BY KIM JI-YE [kim.jiye@joongang.co.kr]