Tongyeong's 400-Year Craft Tradition Embraces AI and Branding, from Creation to New Markets

Tongyeong Cultural Foundation to Run "2026 Craft Skills Development Program" from October 15
Training in Four Areas: Exhibition Planning, AI-Assisted Design, Product Development, and Distribution
Experts, Including MDs from Leeum and Hoam Stores, to Lead Practical Training and Field Visits
Program to Strengthen Local Craftspeople's Creative Skills and Support Their Entry into New Markets

Tongyeong's 400-year craft tradition is seeking to enter new markets by combining artificial intelligence (AI), digital technology, and brand strategy. A program has been developed to strengthen creators' practical skills, from exhibition planning to product development and distribution, going beyond the production techniques of traditional crafts such as mother-of-pearl inlay, quilting, and woodworking.

Promotional poster for the 2026 Craft Capacity-Building Program, run by the Tongyeong Cultural Foundation from the 15th through November 20. The program offers training to strengthen local craft artists' practical skills in four areas: exhibition planning; AI and digital technology; product development and branding; and distribution and sales. Photo by Tongyeong Cultural Foundation.

The Tongyeong Cultural Foundation announced on October 14 that it will run the "2026 Craft Skills Development Program" from October 15 through November 20. Part of the Tongyeong Cultural City craft promotion project, the program was designed to enhance the expertise of local craftspeople and support sustainable creative work and entry into new markets.

Tongyeong is a city where a variety of crafts, including mother-of-pearl inlay, quilting, and woodworking, developed around the 12 workshops of the Samdo Sugun Tongjeyeong, the naval command of the three provinces during the Joseon Dynasty. The program focuses on extending the technical foundations of these traditional crafts into a modern creative and distribution environment. Rather than focusing solely on making artworks, it aims to help craftspeople plan products, build brands, and connect with consumers.

The training is divided into four areas: exhibition planning; AI and digital technology; product development, branding, and promotion; and distribution and sales. It combines lectures, hands-on practice, field visits, and expert mentoring, with participants developing practical outputs for creating and selling their work.

The exhibition planning curriculum covers storytelling and curation to communicate the value of artworks, as well as exhibition-space design. Participants will also learn about exhibition approaches to traditional and contemporary crafts by visiting major exhibition venues, including the National Museum of Korea and the Seoul Museum of Craft Art.

AI and digital training covers photography, digital content creation, and the basics of AI-assisted design. The program emphasizes hands-on practice so that individual creators without access to professional equipment or staff can introduce and promote their work online themselves.

The product development and branding curriculum covers craft product planning, merchandise production, artist brand development, and social media promotion strategies. The distribution and sales curriculum covers strategies for participating in craft fairs and pop-up stores, using online platforms, preparing retail proposals and portfolios, and practical matters related to copyright and contracts.

The program's instructors include experts in crafts, design, exhibition planning, and distribution. They will share their industry experience, including Yuk Sangsu, CEO of Wood Planet; Noh Ilhwan, CEO of Soluna Art Group; Professor Park Jungwon of Kookmin University; Professor Cheon Jongup of Induk University; Kim Youngbin, merchandising director at Leeum and Hoam stores; artist Jung Donghoon of Studio Ditae; and Jin Hyoseung, director at Bomeoseu Design.

During the program, participants will develop promotional content, portfolios, and retail proposals based on their own work. The foundation plans to help local craftspeople gain the practical skills needed to run independent brands and develop new sales channels.

The program is open to people working in crafts, prospective entrepreneurs, and members of the public interested in crafts. Priority will be given to craftspeople and prospective entrepreneurs from Tongyeong. Training will take place on the second floor of the Tongyeong 12 Workshops Exhibition and Sales Hall and at off-site field visit locations.

A Tongyeong Cultural Foundation official said, "Tongyeong has a long craft tradition and excellent production skills, so it is important to support the expansion of these cultural assets into contemporary creative work and new markets. We hope this program will help local craftspeople build capabilities spanning exhibition planning, branding, promotion, and distribution, going beyond making artworks, and lay the groundwork for sustainable creative work."

This content was produced with the assistance of AI translation services.