New showcase and post-performance programs aim to extend audiences' cultural experience

The foundation is expanding audience engagement programs as part of efforts to strengthen Daehangno's performing arts ecosystem. The long-term impact on audience demand is expected to be assessed as the campaign progresses.

According to SayArt on July 23, the Seoul Foundation for Arts and Culture will begin the "Dae-Rak (Road of Joy)" campaign in August to support Daehangno, Seoul's performing arts district, and encourage the recovery of the local theater industry.

The campaign is designed to transform Daehangno into a destination where visitors spend time before and after performances while experiencing the surrounding cultural environment. The initiative focuses on extending theater attendance into a broader urban cultural experience.

The foundation said the project responds to changes in the local performing arts ecosystem following the COVID-19 pandemic, including the departure of many artists and small theaters, the growth of online streaming services, and increased audience concentration around large-scale commercial productions. Through new cultural programs, it plans to strengthen Daehangno's identity and encourage greater demand for live performances.

The campaign introduces two flagship programs: Seasonal Theater and After Theater.

Seasonal Theater presents showcase performances featuring selected scenes from productions before their official premieres. The program is intended to build audience interest and familiarity ahead of full performances.

Its first event will feature a showcase of the original play "The Theater Runs!", which explores the migration and artistic stories of the Koryo-saram community. The showcase is scheduled for August 1 at the Daehangno Center operated by the Seoul Foundation for Arts and Culture.

After Theater is a post-performance gathering where audiences can continue discussing the production through music, talks, and live performances. The program is designed to extend the theater experience beyond the performance itself.

The first After Theater event will also take place on August 1 at the Seoul Theater Center. The opening session will be held in a festival format, with electronic musician Kirara participating in the launch.

The foundation plans to position Daehangno as a district where theater performances and cultural activities are experienced together. The campaign's contribution to local cultural participation and audience growth is expected to be evaluated as the program continues.
 
 [Sayart = Jack Lee]