eToday | 76-Year-Old Haitai “Yeon Yanggaeng” Gets “Hip” with Art Collaboration Chuseok Gift Set
eToday reported that Haitai Confectionery launched a "Yeon Yanggaeng Chuseok Gift Set" in collaboration with globally renowned fusion Oriental painter Kim Hyun Jung. Based on the Ten Longevity Symbols, it features modern figures enjoying sports and leisure activities such as hiking, golf, and soccer, combining tradition and contemporary wit.
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76-Year-Old Haitai "Yeon Yanggaeng" Gets "Hip" with Art Collaboration Chuseok Gift Set
Published 2021-09-07 16:03
▲"Yeon Yanggaeng Chuseok Gift Set" (Haitai Confectionery)
Haitai Confectionery announced on the 7th that it launched a "Yeon Yanggaeng Chuseok Gift Set" in collaboration with globally renowned fusion Oriental painter Kim Hyun Jung.
For Chuseok, the holiday snack widely loved as a healthy treat has been infused with a hip, youthful sensibility. It is a holiday gift set adorned as a work of art unfolding a single Oriental painting that blends traditional dignity with contemporary wit.
The gift set displays the representative Oriental painting motif of the Ten Longevity Symbols (Sipjangsaengdo) at a glance. The packaging depicts each figure in the painting enjoying sports and leisure activities such as hiking, golf, and soccer while eating Yeon Yanggaeng. The notable feature is realizing the tradition of Yeon Yanggaeng, developed and launched in 1945, and a hip, youthful sensibility through Kim Hyun Jung's fusion Oriental painting.
The set, containing 16 original Yeon Yanggaeng bars at a reasonable price, also lowers the burden of purchase. Packaged in an ink-wash-style shopping bag capturing traditional Korean elegance, it is a fitting, dignified yet unpretentious holiday gift. The fusion Oriental painting Yeon Yanggaeng seasonal gift set will be sold for the month of September, while the individual product will continue to be available in stores.
A Haitai Confectionery official said, "As the customer base enjoying Yeon Yanggaeng grows younger and the occasions for enjoying it diversify, we've infused its distinctive tradition with a youthful sensibility." The official added, "As this is an art collaboration blending tradition and modernity, younger customers can enjoy a different kind of fun, while older generations can enjoy a more sophisticated feel."
Reporter Kim Hye-ji heyji@etoday.co.kr