Luxury Brands Embrace Korean Cultural Heritage with Strategic Intentions

Global luxury brands such as Gucci, Chanel, and Hermes are increasingly showing a keen interest in Korean cultural heritage, blending their altruistic motives with strategic imperatives.

Gucci has taken a pioneering role in a significant cultural project at Gyeongbokgung Palace, where Gyotaejeon Hall, the queen’s abode, is set to display replicated mural paintings supported by the Italian fashion house.

In a partnership signed with the Cultural Heritage Administration in 2022, Gucci has actively been working on producing these replicas with the intent to reveal them by year-end.

Concurrently, since 2022, the renowned French brand Chanel has been annually handpicking and showcasing artisans renowned for their traditional craftsmanship across cultural and artistic heritage domains worldwide.

Moreover, unfolding at Geunjeongjeon Hall in Gyeongbok Palace, the Gucci Cruise Fashion Show in May 2023 is celebrating the rich heritage of Joseon Dynasty, adorning the central structure where royal events and receptions for foreign dignitaries transpired.

Embracing intangible heritage, Hermes has engaged in recreating palace furnishings by collaborating with national artisans specializing in various traditional crafts like woodwork, metal embellishments, and knot-making.

On an international scale, when the Notre-Dame Cathedral in Paris faced devastation from a fire in 2019, luxury conglomerates like LVMH and Kering generously donated substantial sums towards its restoration.

Aligning with the newly enacted National Heritage Basic Law, which reshapes the management framework for national heritage, the surge in social contribution efforts by European luxury labels in Korea reflects the growth in the Asian luxury goods sector.

According to Jeon Hyung-yeon, a Mokpo National University humanities content studies professor, European brands regard ‘tradition’ and ‘craftsmanship’ as pivotal factors distinguishing luxury goods from regular products, thereby reinforcing their distinctive identity.

Jung Sang-chul, dean at Korea National University of Cultural Heritage, noted that collaborating with upscale private brands can not only amplify heritage promotion globally but also augment its intrinsic value.

However, concerns loom that heritage might transform into a tool for exclusive brand promotion, exemplified by the Gucci fashion show held at Gyeongbok Palace last year, raising questions about potential contradictions with the democratization of heritage sites.

In a parallel venture, Hermes, in coordination with the Cultural Heritage Administration since 2015, has revived Deoksugung’s structural elements through authentic reproductions and is currently inclined towards rejuvenating Gyeongbok Palace’s chambers slated for the latter half of this year.