Companies promoting their products and services through art sponsorships and cultural events are often frowned upon in Korea. But Park Sam-koo, chief of Kumho Asiana Group, has questioned why.

Park, who has recently taken up the chairmanship of the Korea Mecenat Association, said it can be a “win-win situation for both enterprises and the artists,” during his first press conference in Seoul on Thursday as chief of the association, a local advocacy group for corporate sponsorship of the arts.

Companies that sponsor or invest in culture and arts will see their corporate image improve, he explained, while artists will be able to pursue their artistic talents without worrying about finances. 

“Both sides have to benefit in the process, or else it will not be sustainable,” Park said.

He said he will abide by the philosophy of his late brother and Kumho Asiana honorary chairman Park Sung-yong, who also led the Mecenat organization from 2003-2005. “I will abide by the philosophy of ‘fostering young gifted artists and cultivating culture’ and achieve such goals during my three-year term,” he said.

“Through these efforts, Mecenat hopes to bring value to society and companies, as well as help advance (the economy).”

The new chairman said that the Mecenat organization will put a high priority on supporting the government-led Culture Day program, which encourages Koreans from all walks of life to indulge in culture and arts one day every month. The Culture Day, which falls on Wednesday on the last week of every month, is not an official holiday, but was created in 2014 to promote the local culture industry.

The nonprofit organization will also urge lawmakers to revise a law to allow further tax credits for companies that spend on culture, arts and entertainment and invite not only conglomerates, but also small and medium enterprises to engage in more cultural activities.

Park also suggested that companies should develop their own interest in specific fields of arts. For instance, Kumho Asiana has been keen on classical music, supporting and financing young musicians and philharmonic orchestras.

The conglomerate has also hosted a short film-festival, enabling young directors to make their debut in feature films. Asiana Airlines, part of Kumho Asiana, also provided short films as part of its inflight entertainment service.

Kim Han-min, director of the box-office success “Roaring Currents,” which was about the legendary Joseon navy admiral Yi Sun-sin, made his short film debut at the Asiana International Short Film Festival, chairman Park noted.

The Korea Mecenat Association was founded in 1994 to support the culture and arts industry through corporate funding and sponsorships.

By Park Hyong-ki (hkp@heraldcorp.com)