Understanding and reinterpreting traditional beauty with a modern twist has become a common practice in the Korean art scene. As a result, minhwa, a form of Korean folk painting that enjoyed popularity during the Joseon Dynasty from the 18th to the early 20th century, is making a resurgence.

The Meaning and Characteristics of Minhwa

 Minhwa, a beloved style of painting that flourished among the common people during the late Joseon Dynasty, exudes a lively and unrestrained artistic expression. It serves as a reflection of the prevailing sentiments of the era, while also carrying auspicious wishes for its viewers. The subjects depicted in minhwa are often drawn from the daily lives of the people, with symbols such as peaches and pomegranates symbolizing prosperity and abundance, and fish representing the pursuit of fame and prestige. This art form beautifully intertwines tradition, popular beliefs, and vibrant imagery to create a captivating visual narrative.

Ko Mi-kyung, a folklorist from the Department of Creative Minhwa Division at Kyung Hee University (KHU), emphasizes that the defining characteristic of minhwa lies in its intrinsic meaning. According to her, minhwa serves as a form of visual storytelling, invoking wishes for good health and fortune in its viewers. Despite being historically undervalued as it closely reflects people's daily lives, minhwa is now experiencing a reevaluation in modern times. This is due to its unique ability to capture the essence of freedom and desire, aligning with the current trends in contemporary art. Notably, artists who have studied abroad are also embracing their South Korean roots, as Korean art gains global recognition. As a result, some artists are incorporating modern elements like hand mirrors, lipstick, and cosmetics into their traditional paintings, infusing them with a contemporary sensibility.

Minhwa, Captivating the Art Community’s Interest

Ko recently held an exhibition titled 'Flower and Love' at Jeonbuk Museum of Art from March 8th to 13th, 2023. Love serves as Ko's artistic inspiration, with a particular focus on expressing Christian love amidst various forms of affection. Although she intended to incorporate media art, augmented reality, and interactive experiences, space limitations and cost constraints prevented their inclusion in the exhibition. One of her notable works, 'New World,' portrays a vibrant array of objects and animals, with peony blossoms symbolizing love. Ko also imparts her minhwa drawing expertise through her own studio, 'Flower and Love,' as well as in regional cultural centers. Exhibitions showcasing minhwa are gaining momentum, not only in prestigious venues like the National Museum of Modern and Contemporary Art in Korea and the Gyeognam Art Museum but also in art galleries across the United States. This growing interest shows the dramatic change in the status of minhwa and making it more accesible and widely appreciated. 

Minhwa Gains Attention in Industrial Circles 

Recently, Samsung Electronics (SE) has employed minhwa paintings to promote their flagship collection, Bespoke. Bespoke, SE's leading line of household appliances, places a strong emphasis on customization and valuing customer opinions. This messaging aligns with the core principles of minhwa, which originated in the late Joseon dynasty and catered to the specific needs of the common people. SE strategically positioned their products alongside minhwa-inspired depictions of rabbits and flowers, resulting in impactful advertising that resonates with today's younger generations. Additionally, Sooryehan, a cosmetic brand under LG Household & Health Care, has embraced minhwa as a modern design aesthetic. The marketing manager explained that their intention is to convey a desire for people's well-being through minhwa-inspired products. Ko further noted that this emerging trend is a result of minhwa's unique ability to encapsulate Korea's rich emotions and spirit.

Just like minhwa's distinctiveness, which allows for personal freedom and evokes desires, aligning with the currents of modern art, its prominence is anticipated to expand further this year. Ko also shared, "Although I initially perceived minhwa as somewhat intimidating, upon closer acquaintance, people become captivated by its inherent warmth and charm." In conclusion, with the increasing accessibility to minhwa, the future of this art form appears promising as it continues to preserve and carry forward Korean traditions.