From April 21 to May 5, 2023, Sulwhasoo will accept applications for its annual creative initiative, the Sulwhasoo Project Season 3.

This program is designed to reinterpret traditional Korean culture in contemporary ways, fostering collaborations with young creators and expanding the value of heritage.

The theme for this season focuses on Talchum, a traditional Korean performance art characterized by humor, satire, and free expression.

Participants will showcase a range of creative outputs, including performances, videos, textiles, crafts, and spatial arrangements.

Notably, the program emphasizes not only the creation of final products but also the documentation and sharing of the creative process itself.

Sulwhasoo has selected Talchum as its theme to foster a more expansive reinterpretation of Korean traditions.

As a multidisciplinary art form that incorporates dance, music, masks, and narrative, Talchum possesses inherent potential for contemporary adaptation.

Its attributes of humor and satire resonate with modern audiences, offering opportunities to reinterpret it as a "fun and trendy tradition. "

Eligible candidates include undergraduate and graduate students, who may apply individually.

A total of 16 participants will be selected and organized into teams of four, embarking on a collaborative project over approximately three months.

Each participant will receive funding for production and activity support, with accolades for exemplary teams.

The final outcomes will be exhibited at the Sulwhasoo flagship store in Bukchon this August.

"The Sulwhasoo Project serves as a platform to extend our traditions from relics of the past into contemporary culture," commented a brand representative.

"We aim to continuously discover the potential of Korean traditional culture through the fresh perspectives of young creators. "

Applications can be submitted via email after downloading the application form from the Sulwhasoo official website.

Further details about the program are available through the brand's official channels.

Moreover, Sulwhasoo has a history of modern reinterpretation of traditional culture and craftsmanship, which traces back to its "Sulwhasoo Cultural Night" in 2006, alongside initiatives like the "Sulwhasoo Cultural Exhibition" and "Cultural Projects.

" With this year’s rebranding to the Sulwhasoo Project, the brand aims to fortify support for collaborations with young creatives.

Previous editions of the project have seen partnerships that explored themes including the traditional furniture design of "Gapgesuri" and the art of "Minhwa," traditional Korean painting.