Session Ⅳ - Beyond the Stage - Production and Development Strategies for New Audiences (11:20-12:40, Oct. 18)

How are performing arts organizations redefining audience engagement through collaboration, technology, and creativity? From co-curation and youth involvement to virtual factories and XR productions, the discussion emphasized building long-term community connections that extend beyond performances.

Moderator

Soo Hyun Kim | Arts and Culture Correspondent, SBS

Speaker

Low Kee Hong | Artistic Director, Manchester International Festival

Jinhak Park | CEO, StageOne

Sunmi Kim | Director, Korea Manhwa Contents Agency

Inventing Tomorrow Together

Low Kee Hong described the festival’s long-term vision of cultivating sustained relationships with audiences, artists, and communities. Engagement is viewed not as a one-time encounter, but as an ongoing network of shared experiences, much like bonds within a family. The festival emphasizes co-curation, where artists, residents, and young people are partners in shaping programs; learning and youth engagement, empowering emerging voices; and community research led by local organisers to identify and understand audiences.

To expand reach beyond traditional venues, the festival experiments with digital hybrid formats, XR productions, and large-scale public realm experiences. Initiatives such as Factory+, a virtual cultural hub developed in collaboration with major technology partners, attracted 1.5 million visitors worldwide. Works like VR-based hybrid exhibitions (e.g., Sweet Dreams) demonstrate how immersive environments can bring people together in shared creative encounters. Supporting artist development and experimentation remains central, ensuring that new audiences are engaged from both cultural and technological perspectives.

New Audiences, New Approaches: Curating Classical Music for a Changing World

Jinhak Park examined how the Korean classical music market has shifted toward a celebrity-centered model, where a small number of celebrated pianists achieve widespread visibility while many other talented musicians remain underrecognized. As cinema and game music concerts increasingly attract younger audiences, strategies are needed to broaden interest beyond a few star figures.

To reconnect classical music with contemporary culture, Park emphasized positioning concerts as accessible entertainment rather than formal, restrictive events. Approaches include allowing casual photography, improving venue food and beverage offerings, and adopting marketing strategies inspired by popular cultural industries. Addressing structural issues, such as ticket scalping and over-discounting, will also help sustain value and trust. Park encouraged artists to embrace the role of storytellers and performers, explore diverse themes, and develop merchandise and fan communities to deepen engagement and create new pathways for revenue.

Comics on Stage: Reborn as Creative Art

Sunmi Kim highlighted how manhwa and webtoons, characterized by their responsiveness to social trends and accessibility through open platforms, have become rich sources for live performance adaptation. Their active reader communities and vivid storytelling provide strong foundations for theatrical reinterpretation across genres.

Several recent productions illustrate this potential:

• The Great Gatsby (Kang Do-ha) reimagined as multiple musical adaptations.

• Navillera, a deeply human narrative of intergenerational ballet dreams, now touring internationally.

• Along with the Gods, staged with immersive LED installations to recreate its expansive universe.

• Jeongnyeon, the first webtoon adapted into changgeuk (traditional Korean opera).

Key factors for success include maintaining balance between the original narrative and stagecraft, leveraging fandom culture, integrating technology, and expanding intellectual property globally. Looking ahead, strategies for revitalization involve bridging comic fans and theater audiences, pursuing international markets, and experimenting with genre fusion and digital staging formats.

Together, these shifts signal a new era where art forms merge, industries collaborate, and the stage expands far beyond its physical boundaries.