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Art & Design Hyundai Motor and MMCA Unveil PROJECT HASHTAG 2023, Examining the Interconnectedness between Humanity, Nature, Science, and Technology

  • Hyundai Motor and MMCA Unveil PROJECT HASHTAG 2023
    DOCX / 91 KB (Press Release) Hyundai Motor and MMCA Unveil PROJECT HASHTAG 2023.docx
  • PROJECT HASHTAG 2023 Poster. Image provided by MMCA
    PNG / 11.2 MB MK01_PROJECT HASHTAG 2023 Poster Image provided by MMCA.png
  • RBSC, Agarmembrane, 2023, agar, water, glycerin, food dye, dimensions variable. Image provided by MMCA
    JPG / 662 KB MK02_RBSC, Agarmembrane, 2023, agar, water, glycerin, food dye, dimensions variable. Image provided by MMCA.jpg
  • RBSC, Holobiont Galaxy Orbit, 2023, water paint on the wall, 250x1000cm. Image provided by MMCA
    JPG / 1.1 MB MK03_RBSC, Holobiont Galaxy Orbit, 2023, water paint on the wall, 250x1000cm. Image provided by MMCA.jpg
  • lab B, Farming Paming Arcade, 2023, interactive installation, lighting, chair. Image provided by MMC
    JPG / 1.6 MB MK04_lab B, Farming Paming Arcade, 2023, interactive installation, lighting, chair. Image provided by MMC.jpg
  • lab B, I Don’t Care About Exhibition, I’m Just Busy with Corns, 2023, Image provided by MMCA
    PNG / 30 MB MK05_lab B, I Don’t Care About Exhibition, I’m Just Busy with Corns, 2023, Image provided by MMCA.png

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Art & Design Hyundai Motor and MMCA Unveil PROJECT HASHTAG 2023, Examining the Interconnectedness between Humanity, Nature, Science, and Technology

Hyundai Motor and MMCA Unveil PROJECT HASHTAG 2023
(Press Release) Hyundai Motor and MMCA Unveil PROJECT HASHTAG 2023.docx

Art & Design Hyundai Motor and MMCA Unveil PROJECT HASHTAG 2023, Examining the Interconnectedness between Humanity, Nature, Science, and Technology

PROJECT HASHTAG 2023 Poster. Image provided by MMCA
MK01_PROJECT HASHTAG 2023 Poster Image provided by MMCA.png

Art & Design Hyundai Motor and MMCA Unveil PROJECT HASHTAG 2023, Examining the Interconnectedness between Humanity, Nature, Science, and Technology

RBSC, Agarmembrane, 2023, agar, water, glycerin, food dye, dimensions variable. Image provided by MMCA
MK02_RBSC, Agarmembrane, 2023, agar, water, glycerin, food dye, dimensions variable. Image provided by MMCA.jpg

Art & Design Hyundai Motor and MMCA Unveil PROJECT HASHTAG 2023, Examining the Interconnectedness between Humanity, Nature, Science, and Technology

RBSC, Holobiont Galaxy Orbit, 2023, water paint on the wall, 250x1000cm. Image provided by MMCA
MK03_RBSC, Holobiont Galaxy Orbit, 2023, water paint on the wall, 250x1000cm. Image provided by MMCA.jpg

Art & Design Hyundai Motor and MMCA Unveil PROJECT HASHTAG 2023, Examining the Interconnectedness between Humanity, Nature, Science, and Technology

lab B, Farming Paming Arcade, 2023, interactive installation, lighting, chair. Image provided by MMC
MK04_lab B, Farming Paming Arcade, 2023, interactive installation, lighting, chair. Image provided by MMC.jpg

Art & Design Hyundai Motor and MMCA Unveil PROJECT HASHTAG 2023, Examining the Interconnectedness between Humanity, Nature, Science, and Technology

lab B, I Don’t Care About Exhibition, I’m Just Busy with Corns, 2023, Image provided by MMCA
MK05_lab B, I Don’t Care About Exhibition, I’m Just Busy with Corns, 2023, Image provided by MMCA.png
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Hyundai Motor and MMCA Unveil PROJECT HASHTAG 2023, Examining the Interconnectedness between Humanity, Nature, Science, and Technology

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Hyundai Motor and MMCA Unveil PROJECT HASHTAG 2023, Examining the Interconnectedness between Humanity, Nature, Science, and Technology

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  • PROJECT HASHTAG 2023 on view at National Museum of Modern and Contemporary Art, Korea from November 3, 2023, through April 7, 2024
  • PROJECT HASHTAG, which fosters interdisciplinary collaboration among creators, marks the fourth year of partnership between Hyundai Motor and MMCA
  • The two finalists, Rice Brewing Sisters Club and lab B, to present works that explore contemporary social phenomena and issues by examining the interconnectedness between humanity, nature, science and technology
Hyundai Motor and MMCA Unveil PROJECT HASHTAG 2023, Examining the Interconnectedness between Humanity, Nature, Science, and Technology

SEOUL, November 2, 2023 – Hyundai Motor Company and the National Museum of Modern and Contemporary Art, Korea (MMCA) today announced the opening of the PROJECT HASHTAG 2023 exhibition at MMCA Seoul. The exhibition will run from November 3, 2023, through April 7, 2024.


Launched in 2019 as a partnership between Hyundai Motor and MMCA, PROJECT HASHTAG diverges from conventional open calls for fine art to foster collaborations among artists, producers and researchers from various fields, serving as an innovative platform for experimentation and cross-disciplinary dialogue.

Hyundai Motor aspires to foster diverse discourses throughout our society by supporting creators who are actively engaged with their local communities. PROJECT HASHTAG 2023 will offer an opportunity to reflect on symbiotic and collaborative relationships between humanity, nature, and technology towards our sustainable future.

DooEun Choi/ Art Director of Artlab, Hyundai Motor Company
DooEun Choi

Art Director of Artlab, Hyundai Motor Company

Now in its fourth year, PROJECT HASHTAG 2023 addresses the phenomenon of technological advancement and emphasizes the role of technology as a medium for communication to enhance collective practices in our society.


This year’s finalists are Rice Brewing Sisters Club (RBSC, Ryu Soyoon and Son Hyemin) and lab B (Kang Minjeong, An Gayoung and Choi Hyelyeon in collaboration with Jenin Kii). The two finalists will present works that explore contemporary social phenomena and issues by examining the interconnectedness between humanity, nature, science and technology.


In PROJECT HASHTAG 2023, RBSC expands their artistic practice rooted in the collaboration between nonhuman, human, and community into the concept of ‘social fermentation.’ Since 2020, RBSC has been researching algae from Busan’s seawater as well as its surrounding orthobiosis and industry. RBSC explores this idea in their project Holobiont Galaxy, a seaweed colony, a production facility for sustainable materials and a compost bin that demonstrates the symbiosis of marine algae, microbes and seaweed-based bioplastic within the marine environment.


lab B’s From Tilling the Fields to Hitting the MMCA! pays attention to the unseen automated society that absorbs human vacation time as immaterial labor, transforming it into data. One aspect of labor observed at this point is ‘playbor,’ a form of labor disguised as play. lab B aims to identify playbor as a phenomenon that represents human marginalization in an automated society.


Through the projects of this year’s two finalists, MMCA visitors can experience a bold and experimental approach to creative exploration, making PROJECT HASHTAG 2023 a platform for unique and innovative perspectives, becomes palpable.


PROJECT HASHTAG 2023 will host about seventeen educational programs and events during the exhibition, including talks, workshops, lectures, and performances with other invited creators. For more information, please visit mmca.go.kr.

Image Credit:


Image 1: PROJECT HASHTAG 2023 Poster. Image provided by MMCA.

Image 2: RBSC, Agarmembrane, 2023, agar, water, glycerin, food dye, dimensions variable. Image provided by MMCA.

Image 3: RBSC, Holobiont Galaxy: Orbit, 2023, water paint on the wall, 250x1000cm. Image provided by MMCA.

Image 4: lab B, Farming Paming Arcade, 2023, interactive installation, lighting, chair. Image provided by MMCA.

Image 5: lab B, I Don’t Care About Exhibition, I’m Just Busy with Corns, 2023, single-channel video, color, sound, 27min. Image provided by MMCA.

Philippe Jourdain

Global PR Strategy & Planning · Hyundai Motor Company

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About Hyundai Motor’s Art Projects

For over a decade, Hyundai Motor Company has deepened its partnerships with global museums and cultural organizations, including the National Museum of Modern and Contemporary Art, Korea (MMCA), Tate, the Los Angeles County Museum of Art (LACMA), and the Korean Pavilion at the Venice Biennale. Hyundai Motor’s own art-initiatives include open call programs such as the VH AWARD, the Hyundai Blue Prize, and Artlab Editorial, a digital platform dedicated to art writing by transnational voices. Our ongoing collaborations embrace the complexities of the cultural landscape by exploring new ideas and perspectives within and beyond the art ecosystem. Visit artlab.hyundai.com or follow @hyundai.artlab #HyundaiArtlab to learn more about our partnerships and programs.


About Hyundai Motor Company

Established in 1967, Hyundai Motor Company is present in over 200 countries with more than 120,000 employees dedicated to tackling real-world mobility challenges around the globe. Based on the brand vision ‘Progress for Humanity,’ Hyundai Motor is accelerating its transformation into a Smart Mobility Solution Provider. The company invests in advanced technologies such as robotics and Advanced Air Mobility (AAM) to bring about revolutionary mobility solutions, while pursuing open innovation to introduce future mobility services. In pursuit of sustainable future for the world, Hyundai will continue its efforts to introduce zero emission vehicles equipped with industry-leading hydrogen fuel cell and EV technologies.


More information about Hyundai Motor and its products can be found at:

https://www.hyundai.com/worldwide/en/ or Newsroom: Media Hub by Hyundai


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