Digital art is the future of culture institution, says Mika (Jaeyun) Noh from Korea
In the 21st century, digital technology is not just a tool for convenience—it is a medium that shapes culture, identity and how we interact with the past. Korea, with its unparalleled combination of cutting-edge technology and deeply-rooted heritage, is leading the charge in using digital art to redefine cultural institutions and public spaces. The country’s approach reflects a dual vision: preserving its rich cultural legacy while positioning itself as a global innovator in art and technology. From large-scale exhibitions to urban media art installations, Korea’s initiatives offer a glimpse into how digital tools can enhance accessibility, engagement and cultural diplomacy.
A Case in Point: The Heritage Garden at Gangneung’s Arte Museum
One of Korea’s most compelling recent exhibitions is The Heritage Garden: Sharing for Continuity at Gangneung’s Arte Museum. Organized by Korea’s Cultural Heritage Administration and media art company d’strict, the exhibition showcased 146 national heritage artefacts, including treasures like the Buddha statue of Seokguram Grotto and celadon incense burners. The exhibition utilized a 47.9-meterlong screen with immersive soundscapes to reimagine these artefacts in digital form. Visitors walked through a multimedia narrative where light, colour and motion breathed life into historical pieces. By the end of the exhibition, the audience wasn’t just observing heritage—they were experiencing it. The impact was profound: attendance numbers exceeded projections, with over 100,000 visitors in its first three months, including a significant proportion of younger audiences under 35. This demographic engagement demonstrates the power of digital art to connect traditional culture with a modern, tech-savvy generation.
Transforming Public Spaces with Media Art
Beyond museum walls, Korea’s urban landscapes are also being transformed into cultural canvases. Take the iconic Dongdaemun Design Plaza (DDP), a landmark designed by Zaha Hadid. At night, its flowing, futuristic facade becomes a screen for large-scale media art projections. These installations attract millions of visitors annually, turning the plaza into both a cultural and tourist hub. Similarly, Coex Mall in Seoul is home to the world-renowned Wave installation, a massive anamorphic illusion displayed on a 1,620-squaremeter LED screen. Created by d’strict, the same team behind The Heritage Garden, this installation blends art and technology to mesmerize both locals and tourists. Such projects not only beautify urban environments but also elevate their status as destinations for cultural tourism.
The Numbers behind the Trend
- In 2023, Korea’s digital content industry generated over $18 billion in revenue, with cultural technology being a key driver.
- The Korean government allocated $95 million in 2024 to support the digital transformation of cultural institutions, emphasizing immersive experiences and AI integration.
- According to the Korea Communications Agency (KCA), the global immersive media art market is projected to grow at a compound annual growth rate (CAGR) of 22.3% over the next decade, from 2022 to 2032.
- Visitor satisfaction surveys at digital art exhibitions like those at the Arte Museum and DDP report engagement rates of over 90%, compared to 70% for traditional exhibitions.
The Global Significance of Korea’s Vision
By embracing technology, museums and public spaces, countries can overcome barriers of access and relevance, making art more inclusive. For instance, augmented reality (AR) and virtual reality (VR) tools could allow museums in remote locations to showcase their collections to global audiences. Similarly, AI could personalize museum visits, tailoring exhibits to individual interests. Korea is already exploring these possibilities with pilot programs in AR-based heritage tours and AI-guided museum apps.
Looking Ahead
Korea’s forward-thinking integration of digital art into cultural institutions and public spaces presents a dynamic model for the future of heritage preservation. While challenges remain, such as concerns over commercialization and authenticity, the country’s approach proves that heritage and technology can coexist and complement each other. As an art policy and law expert, I believe Korea’s efforts provide invaluable insights for global cultural institutions looking to adapt to the digital age without sacrificing cultural integrity. By reimagining cultural experiences through digital means, Korea demonstrates how we can bridge past and future, engaging audiences in new ways. This innovative approach not only preserves cultural identity but also makes it accessible and relevant to a global audience. As we move further into an era where technology and culture increasingly intersect, Korea’s example offers a clear path for other nations to follow— embracing digital innovation while honouring the rich tapestry of their heritage.
About the author: Mika (Jaeyun) Noh is a renowned cultural strategist, art critic, and policy expert with over 15 years of experience at the intersection of art, culture, and law. Holding a Master’s in Arts Management from the Korea National University of Arts and a law degree from Ewha Womans University, Mika has made significant contributions to shaping cultural policies, supporting artists’ rights, and fostering global collaborations.
Her career spans key positions at the Ministry of Culture, Sports and Tourism, the Seoul Metropolitan Council, and the National Assembly’s Legislative Research Service, where she played a pivotal role in the development of arts policy and legislative frameworks. A multidisciplinary thought leader, Mika champion’s sustainable, inclusive art practices and bridges the gap between Korean cultural heritage and global art narratives, advocating for innovative, cross-cultural dialogue.
