For Artnet, Vivienne Chow delves into South Korean projections of ‘soft power’ in the cultural sector. Patrons of recent exhibitions worldwide, South Korean corporations are praised for “listening to what we want to do,” by LACMA Director Michael Govan. Of note: Chow’s discussion of Hyundai, who, beyond pumping money into the sector, use the language of digital art (image: Hyundai Motorstudio Goyang) to communicate brand values in concept showrooms worldwide.