Kim Hyun Jung x LG H&H Reen

A Naesoong girl in hanbok climbed onto a shampoo box and stood on supermarket shelves across the country.

In the summer of 2014, I did an artist collaboration with ‘ReEn,’ the herbal shampoo brand of LG H&H. A special collaboration set featuring works from the Naesoong Story series, including 〈Coy: Touching〉 and 〈Coy: Oops (Shopping)〉 with her arms full of shopping bags, was sold at 86 Homeplus stores nationwide, and from July 31 to August 14 there was a promotional event offering the set at a special price of 19,500 won. Customers who posted a review after purchasing received a ReEn Jayun Bichaek sandalwood gift product; one after-school academy teacher even wrote in to say she had cut the painting out of the shampoo box and pinned it to the academy notice board.

Meeting my paintings not on a gallery wall but on a bathroom shelf or at a supermarket checkout was, for me too, a wonderfully fun experience.