MoneyS | Cafe Ogada Holds Art Collaboration with Korean Painter Kim Hyun Jung
Korean blending-tea cafe Ogada announced it will hold a "Patti Festival" for the year-end and New Year season through a distinctive collaboration with Korean painter Kim Hyun Jung. The collaborative artwork was created under the title "The Perfect Patti, Better Than Any Party," and customers who purchase items such as Pat-au-lait and steamed red-bean buns receive a year-end/New Year card featuring Kim Hyun Jung's artwork.
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Korean blending-tea cafe Ogada (CEO Choi Seung-yoon) is holding a "Patti Festival" for the year-end and New Year season through a distinctive collaboration with Korean painter Kim Hyun Jung.
The Patti Festival was planned to playfully reinterpret the traditional food custom of eating red bean porridge on Dongji (winter solstice), much like enjoying a Christmas party at year's end. The collaborative artwork, titled "The Perfect Patti, Better Than Any Party," expresses the festive mood of the busy year-end and New Year gathering season.
Korean painter Kim Hyun Jung, who created this collaborative artwork, is a young artist who graduated from the Department of Oriental Painting at Seoul National University and a rising star of the Korean art scene, known for her cheerful yet audacious modern genre paintings in the work "Naesung Girl."
This Patti Festival features three types of Pat-au-lait (red beans blended with milk), "Bueo-jjinbbang" (steamed buns topped with red bean), and two types of red bean porridge. Customers who purchase Patti Festival menu items at any Ogada location throughout December will receive one year-end/New Year card featuring the witty and playful artwork of Kim Hyun Jung.
Ogada CEO Choi Seung-yoon said, "Through Korean painter Kim Hyun Jung's work 'Naesung Girl,' we wanted to show that tradition can be lively and refined rather than boring and outdated," adding, "We will continue to reach out to young customers with art projects that present Korean values with a contemporary sensibility."
This collaboration is part of Ogada's cultural project "The Art of Blending (TAB)," designed to showcase the beautiful blending of tradition and modernity. In Season 1, the brand collaborated with "Leesle," a lifestyle-hanbok brand that reintroduced hanbok as fashionable everyday wear.
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