It may seem rather unusual for a group of artists, illustrators and graphic designers to step foot inside KOTRA’s headquarters, but that’s exactly what happened at the 6 th Art Collab Matching Day. The event, held on August 23, gathered 19 of Korea’s most promising artists and enterprises, providing an opportunity for both groups to work together on designing consumer products. Under the theme ‘Korean Wave (hallyu)’, companies specializing in everything from citrus tea and clothing to cosmetics and cellphone cases were eager to work with artists who would best capture the essence of their brand. If a company and artist are successfully matched up, the artist will then pro- vide the artwork for the product’s design.
   “Some of the products from previous matching day events were showcased or sold to the public during major international events, including the Astana Expo,” said Sangmook Kim, head of KOTRA’s Service Industry Support Center. “We expect the collaboration between artists and companies to not only create visually pleasing designs but also enhance Korea’s image as a producer of high-quality products.”
   Kim added that Korea’s first Art Collab Expo will take place in Seoul during the first week of December. 200 companies that received collaboration

support from KOTRA and 200 international buyers are expected to attend. The expo goes beyond being a business-centered event, as the public will be able to directly purchase the products.
   “I once traveled around Europe wearing traditional Korean hanbok  so that people overseas could see how pretty our country’s clothing can be,”

said installation artist and designer Song Song. “Through this matching day event, I hope to design something that could really embody the beauty of Korea.”
   The final designed products from the 6 th Art Collab Matching Day will also be on display at the Art Collaboration Gallery inside KOTRA’s Seoul headquarters.