The poster for 'K-FEST 2021', a Korean cultural festival in Russia, is well-received by local and domestic netizens for its high-quality design.



The Ministry of Culture of the Republic of Korea and Russia has designated last year and this year as the 'Year of Korea-Russia Mutual Cultural Exchange' to mark the 30th anniversary of diplomatic relations between Korea and Russia in 2020, and is carrying out various projects.



One of them is 'K-FEST 2021', which will be held from May to June this year.

Various programs such as traditional music and modern dance performances, folk tales exhibitions, and animation screenings were prepared, and the advertisement poster attracted the most attention.



● "I want to promote the beautiful traditional culture differentiated from China and Japan."



In an interview with SBS, the Korean Cultural Center in Jurer, which held this event jointly with the Moscow branch of the Korea Tourism Organization, said, "I was thinking about a way to introduce Korean culture to unspecified Russians who have not been exposed to Korean culture, and I decided to put an image advertisement on the subway. It was planned as a part of the 'K-FEST 2021' program."



In addition, it was explained that the advertisement poster design was handled by 'Art. Lebedev Studio', a comprehensive design company with high recognition in the country, and a Russian designer, not a Korean, led the work.



Council said that "by simply imaging a representative Korea Korean, hanok, Korean clothes, Hangul, including major cultural item was the crab concept showing a symbolic" and

"lotta these people not yet well separated Trilateral culture, the elements I wanted to publicize that it is Korean culture and that there is a beautiful traditional culture that is differentiated from China and Japan

.”




● Appeared in advertisements on major local subway lines and received positive responses.



Currently, this poster is affixed on banner billboards in Moscow and St. Petersburg subways, from May 16 to June 15 and from June 1 to June 30, respectively. It will be posted during



The Moscow subway is an important means of transportation with 9 million daily users, and it is said that good feedback is continuing as it is exposed to many citizens.



For example, 'Where can I eat Korean kimchi?', 'I want to know the meaning of the tiger's folktale', 'Every time I look at a poster, I read the Korean pronunciation of the words on the poster'.



The Cultural Center said, "This subway advertisement project was sponsored by the Russian Ministry of Culture," and "there is a logo of the Russian Ministry of Culture on the poster, so the Russian people seem to accept it as more official information."




● "Collected only nets"



The poster was

well received

by domestic netizens as it went viral online, saying "the picture is attractive", "stylish and pretty", and "collecting only the netizens well".



One netizen also pointed out, "The end of a woman's hanbok is awkward and the collar of the jacket is expressed in a kimono." In response, the Cultural Center said, "We provided related materials and checked the design together, but it is the result of the work of Russian designers. There are parts that reflect the appearance of our culture from a Russian point of view. However, I hope you understand that it is a part and process of cultural exchange in itself.”



Finally, he said, "This is the first project that the Korean Cultural Center put a lot of effort into, and it is fortunate that it has received a good response in Korea." "I think that if the advertisement poster can motivate the locals to learn more about Korea, the intended goal has been achieved. I do,” he said.



※ More 'K-FEST 2021' advertisement posters can be viewed at https://www.artlebedev.ru/k-fest/.



This is a 'news pick'.



(Photo=provided by the Korean Cultural Center in Russia)