Who this decision is for
- A museum marketing head with an upcoming touring exhibition who wants Korean audiences to hear about it and know how to visit or take part.
- A cultural institute director seeking Korean partner museums, universities or foundations and needing a Korean-language introduction they can circulate.
- A programme curator who has English exhibition texts and needs to know which Korean material must be rewritten for cultural readers.
- A foundation communications officer planning a Korean-language presence for public programmes, lectures or residencies.
The decision to make
The decision is who the Korean content is for. Visitor-facing content sells an experience and explains logistics. Partner-facing content explains the institution, its collection or mission, and what collaboration could involve. Trying to serve both in one page usually weakens each. Choose a primary audience for each exhibition or programme, and write pages that make the next step obvious, whether that is visiting, subscribing or contacting a curator.
The trade-off is depth against timeliness. Cultural readers value thoughtful Korean explanation of an exhibition's ideas, but exhibitions run for limited periods and search interest is short. Evergreen pages about the institution, collection and partnership approach last longer than event pages. A balanced plan combines a lasting Korean institutional presence with lighter time-bound pages for each exhibition, coordinated with Korean cultural media and partners where possible.
Options compared
| Option | Best when | Watch out for |
|---|---|---|
| Korean visitor pages for each exhibition or programme | Korean audiences can realistically visit or participate, and you want them to find dates, access and ticket routes. | Pages are time-bound; ensure dates, prices and booking links are accurate and archived tidily afterward. |
| Korean institutional and collection introduction for partners | You are seeking Korean museums, universities or foundations as collaborators and need a credible first impression. | Needs careful terminology for art, history and heritage; use a Korean cultural specialist to review wording. |
| Media and creator-led cultural storytelling in Korean | You want Korean cultural writers or creators to interpret the programme for their own audiences. | You do not control the editorial angle; agree access, accuracy checks and disclosure expectations in advance. |
Risks to manage
- Terminology errors. Art history, heritage and museum vocabulary have established Korean terms. Mistakes look careless to cultural readers. Use a specialist reviewer and a glossary for names and titles.
- Sensitive historical framing. Objects, maps and narratives related to Korea or its neighbours can be politically sensitive. Review texts and images with Korean advisers before publishing.
- Rights and credits. Image rights, artist names and lender credits must be correct in Korean too. Confirm permissions with your rights team and legal advisers, not the marketing agency.
- Event-only presence. If Korean content appears only during an exhibition, interest disappears afterward. Keep a lasting Korean institutional page that later programmes can build on.
Evidence to gather first
- The exhibition or programme calendar for the coming period, with confirmed dates, venues, access details and ticketing or booking routes.
- Existing exhibition texts, catalogue essays and curator statements in English or other languages, and their approved translations if any.
- A short statement of which Korean institutions, universities or foundations you would like to reach and why the collaboration could make sense.
- Rights information for images and works, and any restrictions on how they may be shown online in Korea.
Recommended process
- Audience decision. SWIN reviews your calendar with you and recommends whether each programme should target Korean visitors, partners or both. The client confirms priorities.
- Terminology and tone setup. SWIN creates a Korean glossary for names, titles and key concepts, and a tone guide. A Korean cultural reviewer checks it before writing begins.
- Korean page production. SWIN drafts Korean institutional and programme pages with English back-translation. The client checks rights, facts and curatorial nuance.
- Partner and media introduction. SWIN drafts a Korean introduction for potential partners and cultural media. The client decides who to approach and how.
- Post-programme review. SWIN and the client review how Korean audiences engaged and decide what stays as lasting content.
What SWIN can deliver
- A programme-by-programme recommendation of Korean audience focus with reasoning.
- A Korean glossary and tone guide covering names, titles and key cultural terms.
- Korean institutional page and exhibition page drafts with English back-translation.
- A Korean partner introduction document for museums, universities or foundations.
- A post-programme note listing what to keep, update or archive.