ScholarWorks@중앙대학교

초록

Korea's art market has been rapidly growing since 2020, following a long recession. Despite the COVID-19 pandemic, the key factor driving the revitalization of the art market is the growth of art fairs. Recently, the total amount of art transactions at domestic art fairs has continued to rise, and the number of visitors has also increased unprecedentedly. One of the main causes of art fair growth is the new influx of Generation MZ. Art fairs have recently begun to attract attention due to visits by celebrities and influencers, and have gained popularity among Generation MZ as a so-called "Instagrammable" spot, including art exhibitions and parties with many attractions. This study aims to investigate the perceptions and behavioral characteristics of Generation MZ visitors regarding art fairs, who will be the main customers of the future art market. To this end, in-depth interviews were conducted with 17 art fair visitors. As a result, the participants recognized art fairs as a form of 'intellectual entertainment' and used them as a means of self-expression to boost their intelligence and economic power. For the Generation MZ, art fairs are also an object of self-development and investment. Unlike older generations, they tend to be active collectors who aggressively invest overseas, and actively promote and sponsor artists. These findings suggest that today's art market, which welcomes new customers, must fully understand the values and benefits pursued by these new customers and explore and discuss the development of new content and services to meet their needs.

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