Why are Gucci, Chanel, Hermes so eager to support Korean cultural heritage?

Hermès has replicated the luxurious tables and cushions used in royal palaces for a project aimed at reproducing palace hall furnishings. These replicas are currently being showcased in the working area of the king at Gyeongbok Palace, with the Cultural Heritage Administration providing its support for the initiative.

Global luxury brands like Gucci and Chanel are becoming more interested in Korean cultural heritage, which is full of tradition and history. They present these projects as a way of giving back to society, but they are actually motivated by strategic concerns.

The main idea is to use the rich history and beautiful qualities of mankind's cultural legacy to improve the unique features of luxury brands.

Gucci has emerged as the forerunner in a major initiative at Gyeongbokgung Palace, as they will be sponsoring the reproduction of mural paintings in the queen's living quarters, known as Gyotaejeon Hall.

Gucci made a deal with the Cultural Heritage Administration (CHA) in 2022 to give back to society. They have been creating replicas of something important and plan to show them to the public in December.

Since 2022, the well-known French brand Chanel has been picking out talented artisans from all over the world who excel in traditional craftsmanship, particularly in fields related to art and cultural heritage. These skilled artisans are then showcased every year through a special exhibition organized by the brand.

In May 2023, the Gucci Cruise Fashion Show will be happening at Geunjeongjeon Hall in Gyeongbok Palace. This central building was previously used during the Joseon Dynasty (1392-1910) for royal ceremonies and receptions with foreign envoys. It's a highly anticipated event that the Joint Press Corps will be covering.

Luxury brands often rely on specific tools to stand out from their competitors. Here are some of the most common tools used in luxury brand differentiation. 1. Quality: Luxury brands are known for their high-quality products and services. Brands that focus on superior quality often have a higher price point to reflect their use of premium materials and exceptional craftsmanship. 2. Heritage: Brands with a long history and tradition often use their heritage as a way to differentiate themselves. Heritage can be conveyed through brand storytelling and marketing campaigns that highlight the brand's roots and history. 3. Design: Luxury brands often have unique design elements that set them apart from others in their industry. Innovative and distinctive design can be used to create a brand identity that is instantly recognizable and difficult to replicate. 4. Customer Experience: Luxury brands often prioritize customer experience, offering personalized service, exclusive events, and other perks that reinforce the brand's exclusivity and status. 5. Innovation: Luxury brands can differentiate themselves by incorporating cutting-edge technology and materials into their products. This can include new textiles, sustainable production methods, and innovative design features. Overall, luxury brands use a combination of these tools to stand out from their competition, create brand loyalty, and maintain their status as leaders in their industry.

Luxury brands have a great appreciation for cultural heritage, which goes beyond just physical possessions like buildings and artwork.

Hermès has worked together with experts in woodwork, metal decoration, lacquerware, inlay, and traditional knot-making, who have a deep understanding of the national intangible heritage. They have jointly produced imitations of palace furniture.

These initiatives are also present on a larger scale internationally. An example would be when a fire ravaged the Notre-Dame Cathedral in Paris in 2019, LVMH, the French company who owns popular luxury brands such as Louis Vuitton, Christian Dior and Fendi, generously gave 200 million euros towards the restoration of the cathedral.

In the same way, Kering, a French company that possesses numerous brands like Gucci, Bottega Veneta, and Saint Laurent, provided 100 million euros.

Take a glimpse of the men's upmarket boutique located on the sixth level of the newly constructed branch at Shinsegae Department Store Gangnam, which boasts the biggest collection of top-of-the-line men's merchandise in the nation. Kindly provided by Shinsegae Department Store.

Luxury brands differentiate themselves by emphasizing the importance of the terms "tradition" and "craftsmanship".

According to Jeon Hyung-yeon, who is a professor of humanities at Mokpo National University, European brands consider 'tradition' and 'artistry' as the defining features that set luxury items apart from the regular ones. These brands strengthen their identity by promoting the cultural heritage of different countries.

According to Jeon, European brands engaging in more social contribution activities in Korea shows that the Asian market is growing. This is due to the fact that Korea, China, and Japan make up more than half of the luxury goods consumption.

This fashion is in accordance with the recently established National Heritage Basic Law, which has reconstructed the system for managing national heritage (previously referred to as cultural property).

The central aspect of the recent system is to produce fresh benefits and render tradition more available to the community, instead of only safeguarding and administering it in its initial state.

According to Jung Sang-chul, who holds the position of dean at the Graduate School of Future Cultural Heritage in the Korea National University of Cultural Heritage, the traditional approach to preserving heritage only relied on the government. However, teaming up with luxury private brands can provide more chances for promotion beyond local borders and increase the significance of cultural heritage.

The inside of Gyotaejeon Hall situated in Gyeongbok Palace will exhibit the replicated artworks financed by Gucci's project for the palace's restoration. The Cultural Heritage Administration supplied the image.

Nonetheless, worries persist that exclusive brands may exploit cultural heritage as a way to promote themselves.

One instance worth mentioning occurred when Gucci held a fashion show at the Geunjeongjeon Hall of Gyeongbok Palace in the previous year.

According to Choi Yeol, a former member of the Cultural Heritage Committee and an art historian, the reason behind allowing public access to pre-modern cultural heritage sites such as palaces was to eliminate the benefits of the previous royal families and let all democratic citizens experience these artifacts. Collaborating with brands that are limited to a particular capitalist group needs a thoughtful viewpoint as it might not align with the present era's mentality.

Meanwhile, Hermès, a French brand, has reconstructed furniture and ornamentation for the buildings within Deoksugung as a part of a Joseon palace restoration project that was launched in 2015 through a partnership with the CHA.

In the current year, the halls of Gyeongbok Palace are the focus of their efforts, with a set timeline for the latter part of the year.

This piece, sourced from Hankook Ilbo and a sibling publication to The Korea Times, has been translated via generative AI and subsequently edited for publication on The Korea Times platform.