During the Japanese colonial period, art collector Jeon Hyeong-pil dedicated his entire fortune to founding Korea’s first private art museum, the Kansong Art Museum (Kansong Art and Culture Foundation). The museum’s holdings include National Treasure No. 70,〈Hunminjeongeum Haeryebon〉 (Annotated Edition of Hunminjeongeum),〈Miindo〉 (Portrait of a Beauty) by Shin Yun-bok, and〈Geumgangnaesando〉 (Inner Scenery of Mount Geumgang) by Jeong Seon, among many other national treasures and cultural assets.
 
To mark the 80th anniversary of Korea’s liberation, the Kansong Art and Culture Foundation has partnered with E-Mart’s “No Brand” to release a line of seven collaborative products featuring images of national treasures and important cultural properties.

This project was designed to naturally bring Korea’s cultural heritage into everyday life, adding artistic value to consumer goods. It is no exaggeration to say that “cultural heritage has found its way into the shopping basket.”
 
 

Celadon on a Milk Carton

Among the signature items is ‘Kansong Museum × No Brand 1A Milk’, whose packaging features National Treasure No. 68,〈Cheongja Sanggam Unhakmun Maebyeong〉 (Celadon Maebyeong with Inlaid Cloud and Crane Design), and Treasure No. 1442,〈Cheongja Orihyeong Yeonjeok〉 (Celadon Duck-Shaped Water Dropper).
 
The〈Cheongja Sanggam Unhakmun Maebyeong〉, created during the zenith of 12th-century Goryeo celadon, is distinguished by its inlaid motif of clouds and cranes, perfectly balanced form, and refined decorative technique—hallmarks of Goryeo ceramic aesthetics.

The〈Cheongja Orihyeong Yeonjeok〉 is a functional yet artistic object used for grinding ink. Its smooth curves and delicate glaze color are striking, embodying both practicality and beauty. Both pieces are part of the Kansong collection.
 
Set against the milk carton’s crisp background color, the graceful lines and motifs of the celadon pieces transform simple food packaging into something akin to a work of art.


 
Shin Yun-bok on a Pack of Seaweed

‘Kansong Museum × No Brand roasted and seasoned Seaweed packs’ feature scenes from Treasure No. 1356, 〈Hyewon Jeonsincheop〉 (Album of Genre Paintings by Hyewon), specifically the works “Jusageobae” (Enjoying Wine Outdoors) and “Danopungjeong’”(Dano Festival).
 
“Jusageobae” vividly depicts figures at a banquet, their expressions and gestures bringing Joseon-era social life to life.
 
“Danopungjeong” captures women washing their hair, swinging, and playing in the water during the Dano spring festival, rendered in vibrant, dynamic brushwork.
 
Printed on packaging designed with the texture of traditional Korean hanji paper, these scenes make the act of opening a pack of seaweed feel like unfolding a miniature folding screen.



Joseon Paintings in Everyday Products

For ‘Kansong Museum × No Brand Tissue’ products, the designs feature Jeong Seon’s 〈Dokseoyeoga〉 (Leisurely Reading in a Mountain Village) and Kim Hong-do’s 〈Hwangmyo Nongjeop〉 (A Yellow Cat and Butterflies).
 
〈Dokseoyeoga〉 portrays a scholar reading in nature, embodying the Joseon ideal of scholarly leisure. 〈Hwangmyo Nongjeop〉 pairs delicate animal rendering with a lively scene, showcasing Kim Hong-do’s masterful brushwork.
 
Both works, part of the Kansong collection, retain their fine details even when adapted into repeating patterns, elevating everyday household goods with a sense of refinement.


 
Modern Reinterpretations of Celadon and Buddhist Sculpture

‘Kansong Museum × No Brand canned Cola and Soda’ feature images of celadon and Buddhist statues framed within circular labels, contrasting the sleek metallic texture of the cans with the soft contours of traditional art. Even when enjoying a casual drink, consumers are given a visual encounter with fine art.

The Packaging Design Strategy

Rather than simply replicating the original artworks, the designs were reinterpreted to suit each product’s shape and consumer context. Backgrounds and main objects were separated to focus the viewer’s attention; the textures of paper, glaze, and ink lines were reproduced to create a tactile sense of immersion; and proportions were carefully adjusted to preserve the integrity of the motifs.

This approach blurs the line between consumable goods and art objects, offering a contemporary recontextualization of traditional aesthetics.
 


In Global Context

Internationally, institutions have long used heritage-based merchandising to expand public engagement: the British Museum has applied the 〈Rosetta Stone〉 to mugs and tote bags; the Louvre has featured the 〈Mona Lisa〉 on clothing and cosmetics packaging; and the Tokyo National Museum has used ukiyo-e prints on transit cards and snack boxes to increase exposure to traditional art.

With the Kansong Museum × No Brand collaboration leveraging a large-scale retail network, its reach has the potential to expand faster and farther than many overseas examples.
 


Cultural Heritage in Everyday Life

This project is an experiment in “making cultural heritage part of daily life,” allowing artifacts once seen only behind museum glass to enter the routines of modern living. From pouring milk in the morning, to wrapping seaweed around a lunchbox rice ball, to placing a cola can on the dinner table—Goryeo celadon and Joseon paintings now accompany life’s everyday moments.