Abstract

This article explores the increasing prominence of Korean contemporary artists in the global art market through their collaborations with prestigious luxury brands. It provides an in-depth analysis of how luxury brands such as Hermès, Dior, Cartier, and LOEWE have evolved from mere patrons of the arts to active participants in shaping contemporary cultural narratives, contributing to the internationalization of Korean contemporary art. We also delve into the achievements of Korean artists within these luxury brand-led initiatives, using data-driven analyses to compare the impacts of different luxury brand awards and exhibitions. The article concludes that these luxury brand collaborations not only enhance the global visibility of Korean art but also contribute to the growth of Korea’s cultural economy, positioning the country as a central player in the 21st-century global art market.