Around 100 artists reimagine minhwa, Korea’s 18th-century folk painting tradition, in a free exhibition on Avenida Paulista starting March 8.
Minhwa has always been the art of ordinary people — and now it arrives in Brazil with full force. The Korean Cultural Center in Brazil and Shopping Center 3 host Minhwa Route: Two Spaces, One Experience from March 8 to April 26, 2026. The exhibition introduces Brazilian audiences to traditional Korean folk painting as reimagined by around 100 contemporary artists, co-organized by the specialized magazine Monthly Minhwa.
What is minhwa
Minhwa (民畵) flourished in Korea during the 18th and 19th centuries, under the Joseon dynasty. Anonymous painters and everyday people created works that expressed everyday wishes — health, fortune, family harmony, and longevity. Flowers, birds, tigers, and books were recurring symbols, each carrying an auspicious meaning.
Today, minhwa branches into two directions. The traditional stream recreates ancient paintings with new color palettes. The contemporary stream reinterprets well-known works through each artist’s individual sensibility. Both approaches are present in this exhibition.
Works and artists
Around 100 works will be displayed throughout the exhibition period in a rotating system between both venues. Participating artists include Ko Eun Jin, Kim Kang Mi, Kim Ok Kyung, Harang Son Jiyoung, Oh Jinsil, Lee Dami, Lee Eunji, Lee Jeong Eun, and Im Jin Sung.
The show also features traditional folding screens — large decorative paintings used in royal ceremonies and family celebrations such as weddings and 60th-birthday festivities during the Joseon dynasty. One piece was created specifically for the Brazilian context: Let’s Be Friends! by Son Hyunjung blends traditional Korean elements with references to soccer, symbolizing the bond between Brazil and South Korea.
Two spaces, two experiences
At the Korean Cultural Center, the format is gallery-style, with emphasis on the traditional folding screens. The venue will also host seminars and hands-on workshops led by specialists such as Song Chang-soo and Kim Min, professors at Dongduk Women’s University, and Yoo Jung-Seo, editor and publisher of Monthly Minhwa.
At Shopping Center 3, the experience is more dynamic. Every Sunday, from 11am to 5pm, visitors can take part in stamp-making activities. The space also features Instagram-worthy installations and informational materials about the minhwa tradition throughout the run of the show.
“Our goal is to create a circuit between the two spaces so we can reach different audiences, expanding Brazilians’ connection with Korean culture.” — Cheul Hong Kim, director of the Korean Cultural Center in Brazil
Event Info
Minhwa Route: Two Spaces, One Experience
Organizer: Korean Cultural Center in Brazil
Co-organizers: Shopping Center 3 and Monthly Minhwa
Dates: March 8 to April 26, 2026
Venues: Korean Cultural Center in Brazil — Avenida Paulista, 460 | Shopping Center 3 — Avenida Paulista, 2064
Hours (Cultural Center): Tuesday to Saturday, 10am–6:30pm; Sunday, 11am–5pm
Hours (Shopping Center 3): Daily, 10am–10pm
Admission: Free, open to all (subject to venue capacity)
Photo: Press release
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