Culture Masters

In Fall 2028, the World Intangible Heritage Festival is Coming

Dec 11, 2024

Building a Global Cultural Exchange Platform: Culture Masters’ Initiative for Intangible Heritage Artists and Communities

----------------------

A Vision for a Global Platform in 2028

Culture Masters, in collaboration with leading Korean cities and global intangible cultural heritage (ICH) communities, is preparing to host the World Intangible Heritage Festival and Contest (WIN), tentatively scheduled tentatively in Fall, 2028. This initiative aims to serve as a global platform for ICH practitioners, artists, and cultural stakeholders, fostering a sustainable exchange network for intangible heritage worldwide. Currently, discussions are underway with several cities in Gyeonggi Province, which are actively working toward sustainable urban development. The final event venue will be announced at a later date.

WIN is more than just a celebration of ICH; it aims to function as an international hub for creative industries, cultural diplomacy, and sustainable development. By attracting global partners and sponsors, Culture Masters seeks to establish WIN as a flagship initiative with far-reaching cultural and economic impact.

Preliminary Project (2025-2027)

In preparation for WIN 2028, Culture Masters will launch the World Intangible Heritage Invitational Performance Program from 2025 to 2027. This initiative will take place in various cities, including Incheon CIty and Gyeonggi Province. Featuring UNESCO-listed ICH performances and Arirang Masters teams, the project will combine traditional heritage with modern K-content. It serves as a vital step toward building experience and ensuring the success of WIN 2028."

*In 2026, Culture Masters plans to hold PRE-WIN 2026 as a pilot event to prepare for and assess WIN 2028.

Expanding Global Cultural Partnerships

WIN is a shared initiative developed alongside intangible heritage communities worldwide. It will create a dynamic platform where participants can showcase traditions, exchange knowledge, and develop sustainable economic opportunities.

Through partnerships with UNESCO, cultural ministries, and heritage organizations, WIN will ensure broad participation and credibility. Additionally, corporate and institutional sponsors will play a crucial role in supporting the event’s long-term sustainability and success.

A special highlight of WIN will be the fusion of traditional and contemporary elements, including performances that blend K-Pop with traditional dance, demonstrating the harmony of modern and traditional cultures.

Innovating Heritage through Modern Experiences

WIN will provide a stage for artists and ICH holders to reinterpret their heritage in innovative ways while integrating contemporary elements:

Reinterpreting Heritage: Showcasing traditional expressions in new and creative formats.
ICH and Creative Industries: Serving as an incubator for new ideas in art, fashion, gaming, film, and media, demonstrating how ICH can inspire contemporary cultural content.
Cutting-Edge Performances: Incorporating LED costumes, projection mapping, and media art to modernize traditional expressions.
Interactive Workshops: Providing hands-on experiences in traditional crafts, dance, music, and cuisine to engage audiences directly.
Global Pavilion: Enabling participating countries to present their cultural heritage through exhibitions and interactive programs, fostering global cultural appreciation.

Cultural Exchange through Performances and Contests

WIN’s contest segment will celebrate the artistic excellence of ICH performers worldwide, but it will be structured as a collaborative exchange rather than a competitive ranking system. Participants will be evaluated based on:

Aesthetic value, technical mastery, and creativity.
Fostering innovation by encouraging both traditional authenticity and contemporary reinterpretation.
Thematic performances that highlight the historical, social, and cultural significance of ICH.

Through this structure, WIN will cultivate a space where cultural traditions are honored while embracing evolution and creative expression.

Cultural Economy and Urban Development

The festival will serve as a bridge connecting cultural exchange and economic development. By leveraging ICH as an economic driver, WIN will contribute to:

Tourism and Urban Development: Hosting cities will gain international recognition and economic benefits through cultural tourism.
ICH Certification System: Culture Masters is developing a certification system that will provide ICH-based products and services with international credibility.
ICH Digital Content Expansion: WIN will document performances and create AR/VR immersive experiences, ensuring long-term accessibility to ICH beyond the festival.

Through these initiatives, Culture Masters aims to enhance the value of ICH not just as a cultural asset but also as a viable economic driver for local communities.

Strategic Partnerships for Cultural Sustainability

To ensure WIN’s success, Culture Masters is actively engaging with global partners, including:
- International Organizations: Collaborating with UNESCO, cultural ministries, and global institutions to expand cultural exchange and preservation efforts.
- Corporate and Institutional Sponsors: Seeking strategic partnerships with businesses and foundations that support cultural sustainability and global heritage preservation.
- Media and Digital Collaborations: Promoting ICH through digital platforms, social media, and global broadcasting networks to increase international engagement.
These strategic partnerships will bolster the festival’s reach, ensuring its longevity and sustainability as a premier global event.

Contest Program: Re-imagining the Future Through Heritage

The festival’s centerpiece will be a contest for intangible heritage artists, focused on creativity and cultural value rather than pure rivalry:
- Evaluation Criteria: Aesthetics, creativity, and technical mastery will be emphasized.
- Cultural Exchange: Participants will showcase and learn from each other’s traditions, forming an international cultural network.

Conclusion: A Shared Future Through Cultural Heritage

The World Intangible Heritage Festival and Contest (WIN) is more than just an event—it is a global movement dedicated to recognizing and preserving intangible heritage as a cultural and economic asset.

Culture Masters invites governments, institutions, corporations, and sponsors to join this initiative and work together in shaping the future of intangible heritage on the world stage.