By Elin Spring
Have you been gripped by the influx of South Korean pop culture? I have, and I am not alone. No fewer than three Boston-area museums have mounted exhibits devoted to the phenomenon that feels very much like the “British Invasion” of music and fashion that hit US shores in the 1960’s. Recently, the Peabody Essex Museum (PEM) in Salem, MA has opened a multi-media exhibit that spans Korean culture from ancient to modern times. “Jung Yeondoo: Building Dreams” is a two-part show of contemporary imagery exploring the juxtaposition of traditional and current cultural expectations. On view through January 25th, 2026.
Installation view of the series Evergreen Tower (2001) by Jung Yeondoo, courtesy of the artist and Peabody Essex Museum, Salem, MA. (Photo by Elin Spring)
From the series Evergreen Tower (2001) by Jung Yeondoo, courtesy of the artist and Peabody Essex Museum, Salem, MA.
From the series Evergreen Tower (2001) by Jung Yeondoo, courtesy of the artist and Peabody Essex Museum, Salem, MA.
After years studying abroad, Jung Yeondoo retuned to South Korea to discover old neighborhoods replaced by an “endless concrete forest” of high-rise apartment blocks. For his project Evergreen Tower (2001), he offered a free portrait to families in an effort to investigate expressions of individuality between people living in identical apartments. On a long wall of projected images designed to invoke an apartment building façade, we see how each family has adorned their cookie-cutter living room and chosen their poses, props, and clothing. These reveal an inkling of their personalities, along with the antics of their children. Interestingly, the culturally indoctrinated parents in these portraits wear almost uniform amiable expressions. The contrasts and commonalities found in Yeondoo’s human typology are at once enchanting, intriguing and thought-provoking.
From the series Evergreen Tower (2001) by Jung Yeondoo, courtesy of the artist and Peabody Essex Museum, Salem, MA.
From the series Evergreen Tower (2001) by Jung Yeondoo, courtesy of the artist and Peabody Essex Museum, Salem, MA.
Feature Image: From the series Bewitched (2001-ongoing) by Jung Yeondoo, courtesy of the artist and Peabody Essex Museum, Salem, MA.
In an individually focused exploration of people’s dreams, Yeondoo’s Bewitched (2001-ongoing) pairs a single subject in scenarios that depict that individual’s current employment and their desired goal, using identical placement and pose. The technique was introduced in the 1970’s American sitcom “Bewitched,” wherein a dream could be granted with the twitch of a nose. In a 22-minute projected loop, each life-size “reality” image is faded into its “dream” image, emphasizing the idea of possibility and importance of hope.
Installation view of a woman at her job, from the series Bewitched (2001-ongoing) by Jung Yeondoo, courtesy of the artist and Peabody Essex Museum, Salem, MA. (Photo by Elin Spring)
Installation view of the same woman in her dream job, from the series Bewitched (2001-ongoing) by Jung Yeondoo, courtesy of the artist and Peabody Essex Museum, Salem, MA. (Photo by Elin Spring)
From the series Bewitched (2001-ongoing) by Jung Yeondoo, courtesy of the artist and Peabody Essex Museum, Salem, MA.
Neither of Yeondoo’s projects directly addresses the global trend toward economic polarization and political authoritarianism. But they do illuminate contrasts between the cultures of South Korea and the US. Here, our diverse culture places outsize importance on individuality and exceptionalism, often courting feelings of divisiveness. In South Korea, their shared culture emphasizes common history and traditions, promoting a sense of community. As technology has brought the world into intimate contact, South Koreans are considering personal desires more avidly, while Americans search for a greater sense of community.
For more information about this exhibit and associated events, go to: https://www.pem.org/exhibitions/jung-yeondoo-building-dreams
From the series Bewitched (2001-ongoing) by Jung Yeondoo, courtesy of the artist and Peabody Essex Museum, Salem, MA.
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