Hyundai Card is expanding its cultural programming this fall with a broad lineup spanning contemporary art, rock and classical music, documentaries and live performances.
The card company will present a major retrospective of American artist Wayne Thiebaud, while also hosting concerts by Korean rock band Silica Gel and pianist Jiyong. Smaller-scale programs, including documentary screenings and busking performances, will also be held at Hyundai Card’s cultural venues across Seoul.
The lineup reflects Hyundai Card’s long-running strategy of using culture as a key part of its brand identity. The company has continued to expand its music and cultural programming through concert projects and dedicated cultural spaces in Seoul.
The centerpiece of the fall lineup is “Hyundai Card Culture Project 31: Wayne Thiebaud – The Order of Things,” which opens Sept. 19 at Dongdaemun Design Plaza (DDP) in Seoul.
Thiebaud, widely known as the “Cake Painter,” is regarded as one of the leading figures in 20th-century American contemporary art. He is known for portraying everyday subjects such as cakes, candy displays and California cityscapes through distinctive colors, compositions and perspectives.
The Seoul exhibition marks the first large-scale retrospective of Thiebaud to be held in Korea. A total of 105 works, including paintings and drawings, will be displayed, offering a broad look at his artistic career.
Rather than focusing solely on Thiebaud’s best-known images of cakes and desserts, the exhibition explores the recurring themes of arrangement, repetition and order that run throughout his work.
The exhibition will continue through Feb. 21 next year.
Music will take center stage later in September as Silica Gel performs at KSPO DOME in Seoul on Sept. 26 and 27.
The concerts will mark the Korean rock band’s first Asian tour and its debut performance at KSPO DOME. Silica Gel has been selected as the fourth artist for Hyundai Card’s “Loved by Hyundai Card” concert program, which provides exclusive presale opportunities and other benefits to Hyundai Card members.
The band is scheduled to perform songs from its third full-length album, giving fans an opportunity to experience the group’s latest work in a large-scale live setting.
Hyundai Card’s cultural spaces in Seoul will also host a series of smaller programs.
At the Hyundai Card Art Library in Hannam-dong, the company will hold “Moving Image Screening 17” on Sept. 19. The program will feature documentaries exploring the creative worlds of South African artists William Kentridge and Marlene Dumas.
The screening will offer audiences a look into the artists’ working processes and artistic philosophies, while related art books will also be displayed at the venue.
Classical music will be featured at Hyundai Card Understage on Sept. 22, when pianist Jiyong takes the stage for “Son Min-soo Curated 31 Jiyong.”
Jiyong, who became the youngest winner of the New York Philharmonic Young Artists Competition, will return to Korea for the first time in seven years. He is scheduled to perform piano sonatas by Beethoven and Chopin.
For audiences looking for a more casual cultural experience, Hyundai Card’s Music Library Plaza will host weekly Saturday busking performances.
Singer-songwriter Witgongagong is scheduled to perform at 4 p.m. on Sept. 12.
Hyundai Card said the fall lineup was designed to offer cultural experiences in different formats, ranging from major international art exhibitions and large-scale concerts to screenings, classical performances and outdoor busking.
The company has continued to build its cultural portfolio through the Culture Project series, concert programming and dedicated cultural spaces. In recent months, its lineup has included artists such as Jay Park, Silica Gel, Peppertones and trumpet player Lee Hyun-jun, alongside events at its music and art libraries.
A Hyundai Card official said the company had prepared programs across a wide range of genres and formats, from major exhibitions and concerts to classical performances, busking and moving-image screenings, with the aim of offering customers broader cultural experiences.
