Seoul Culture Foundation aims to foster pure arts for K-culture's foundation

"There are no cultures that suddenly appear. Did BTS music or K-dramas fall from the sky? They are based on our culture that has been layered over thousands of years."

Song Hyung-jong, President of the Seoul Culture Foundation, introduced the foundation's key project, 'Daerakro,' in an interview with Yonhap News Agency on the 1st at the foundation's office in Dongdaemun-gu, Seoul, stating, "We will foster pure arts that draw the blueprint for K-culture."

The Daerakro project, meaning 'great joy,' is a campaign centered around the performing arts platforms operated by the foundation near Daehangno (Daehangno Center, Theater Quad, Seoul Theater Center, Seoul Theater Creation Center). It aims to revitalize performing arts culture through collaboration with Jongno-gu, the arts community, nearby universities, and commercial districts.

"You won't find a place anywhere in the world where so many theaters are concentrated on a single street like Daehangno," Song emphasized. "With about 160 theaters staging large and small productions 365 days a year, it is an R&D hub and mecca for performing arts."

However, the reality of Daehangno is not easy. Many artists and theaters left during the COVID-19 pandemic, and with the spread of Over-The-Top (OTT) services and the concentration of audiences on capital-intensive large-scale performances, small theaters are struggling to recover.

Therefore, the purpose of the Daerakro project is to provide various content linked to performances, allowing audiences to stay longer in Daehangno and experience more joy. The goal is to increase the shrunken demand for performing arts by branding the region.

Song introduced, "We are planning entertainment culture such as 'Seasonal Theater,' a showcase format to preview upcoming plays through readings, and 'After Theater,' where audiences can share their impressions with the director, actors, and other audience members after the play."

To this end, the foundation has held meetings with officials from Seoul City, Jongno-gu Office, the Theater Association, and merchant groups, and is preparing projects such as commercial discounts linked to performances, sharing theater spaces with universities, and participation projects for art students who are aspiring artists.

He stressed, "For Daehangno to be a place that is 'hip due to deep thought' rather than just 'superficially hip,' content is paramount."

The core of the Daerakro project is to nurture high-quality performing artists and works. He said, "We must focus on strengthening the capabilities of basic arts that form the foundation of K-culture."

"Trends in culture without roots are bound to disappear like a mirage. For the value of Hallyu, which is rising to world-class levels, to continue, we must nurture artists and masters with craftsmanship that preserves the 'essence' of Korean culture."

As part of this plan, the foundation will present works by five master theater directors under the slogan 'Questioning the Essence of Theater' at Daehangno Theater Quad.

This project involves veteran directors like Kim Ara reinterpreting classic texts into contemporary stage language. The plan is to explore the timeless power and essential themes of Korean theater through this.

The key will be whether it can attract the interest of the younger generation, who are accustomed to short video content like Shorts. Song expressed confidence, "It will definitely be interesting."

"There are commercial plays that are merely wordplay, even those that attract public popularity. However, art is something that pursues its essence the more you delve into it, so even audiences who enter through such commercial plays are eventually drawn to profound works."

He stated, "The foundation will take the lead in staging high-quality works that showcase the original charm of theater, and through their influence, Daehangno artists will inspire each other to create even better art."