Se Hyun Kim

Date of Award


Document Type

Thesis - Restricted Access (SIA Only)

Degree Name

Master of Arts (MA)


Art Business

First Advisor

Maria Sancho Arroyo

Second Advisor

Lawrence Motz


This thesis outlines the research focused on the expanding Korean art market, despite its rapid growth and global potential, lacks specialized PR agencies dedicated to art sector marketing. The study examines effective marketing strategies employed by Western PR agencies and their applicability within the Korean context, aiming to understand and explore how these approaches can be tailored to increase the Korean art scene's presence on the international stage. This study aims to highlight the importance of public relations (PR) in the rapidly growing Korean art market by analyzing strategic PR approaches and reviewing case studies from agencies such as Fitz & Co. It emphasizes the increasing need for focused public relations and marketing initiatives that can effectively address the demands and rapid growth of Korea's art scene.