The 2023 Korea National Brand Up Exhibition, themed “Talking with the World through Hallyu,” opened today, February 16, 2023, at the underground walkway of the National Museum of Korea. Organized by the Cyber Diplomacy Organization VANK and the Yonhap News Agency for the 12th consecutive year, the event will run until February 21, 2023, with the support of the Cultural Heritage Administration.
This year’s exhibition aims to discover and introduce untold Hallyu stars from Korea’s rich history to the global stage. Much like the continued global fascination with BTS and BLACKPINK, the exhibition highlights figures from Korea’s past who could captivate international audiences. These include King Sejong, Admiral Yi Sun-sin, independence activist Yoo Gwan-sun, King Gwanggaeto the Great, poet Yun Dong-ju, General Jang Bo-go, and scientist Jang Yeong-sil, all of whom have the potential to inspire people worldwide.
The exhibition also features a selection of iconic artifacts from Korea’s 5,000-year history, including Paleolithic stone axes, Gojoseon bronze mirrors, Goguryeo armored cavalry, Baekje gilt-bronze incense burners, Silla gold crowns, Goryeo celadon, Joseon maps, and relics from the March 1st Movement during the Japanese colonial period.
In addition to showcasing Korean cultural heritage, the exhibition compares it with the cultural achievements of ASEAN nations, offering visitors a unique perspective on the role both cultures have played in shaping global civilization. The display highlights landmarks such as Changdeok Palace and Brunei’s Omar Ali Saifuddien Mosque, Seokguram Grotto and Myanmar’s Shwedagon Pagoda, King Sejong and Thailand’s King Ramkhamhaeng, the Jikji and Cambodia’s Angkor Wat, as well as Korean independence activists and Vietnam’s Ho Chi Minh.
The exhibition also offers a broader view of the splendid cultures and monuments from around the world, aiming to foster greater appreciation for global cultural heritage while celebrating Korea’s own historical and cultural pride.
A special section of the exhibition focuses on the 20-year journey of VANK, which has been instrumental in promoting Korean culture globally since its inception in 1999. Over the years, VANK has trained over 26,000 global Korean ambassadors, distributing more than 1.88 million copies of Korean historical materials worldwide. The organization has also created Korean cultural promotion websites in multiple languages, including English, French, Italian, and Russian, and worked to include Korea’s cultural heritage in international textbooks and encyclopedias.
In addition, VANK commemorates the legacy of Dr. Homer Hulbert, the first foreigner to serve as Korea’s cultural ambassador. Arriving in Korea in 1886, Dr. Hulbert played a pivotal role in promoting the Korean language and history by publishing articles on the excellence of Hangeul in the New York Tribune and authoring the first Korean language textbook, Samminpilji. He also translated the preface of the Hunminjeongeum into English, helping to spread knowledge of Korea’s unique writing system.
The exhibition also features a Time Magazine Cover photo zone, allowing visitors to experience what it’s like to be a global Hallyu star, just like BTS and BLACKPINK, who have graced the cover of Time. This installation symbolizes the idea that everyone who visits the exhibition can be part of the Hallyu phenomenon.