November 25, 2024

• 

The launching ceremony for the Han Sung Motor-backed 2023 New Dream Gream project is held at a Seoul hotel on Feb. 21. (Han Sung Motor)

Han Sung Motor, the largest Mercedes-Benz car dealer in Korea, is proactively making meaningful contributions to society by pushing for diverse corporate social responsibility activities.

Since 2012, the car dealer has been running its flagship art scholarship program titled the Dream Gream project, which sponsors middle and high schoolers talented in the arts until their graduation. “Gream” comes from the Korean word “geurim,” which means “painting” in Korean.

In partnership with the Korea Mecenat Association, Han Sung Motor has supported hundreds of artistically gifted youth from low-income families for the past 12 years. Students were also awarded exclusive opportunities to collaborate with renowned artists and get involved in key art fairs.

In May, 40 students met with Yang Min-ha, a media artist and professor at the University of Seoul, to show how artworks can be changed through an image generator powered by artificial intelligence. These interactive arts were displayed at Plastic Art Seoul 2023, with Han Sung Motor being the official sponsor.

Attendees view the artwork of Dream Gream students at an exhibition named "Hidden Stage" held in collaboration with contemporary artist Bae Joon-sung at Hangaram Art Museum, Seoul, on Nov. 25. (Han Sung Motor)

Last month, the car dealer also showcased collaborative artwork of contemporary artist Bae Joon-sung with Dream Gream students at an exhibition named “Hidden Stage.” One of the works was later donated to a local medical institution after the exhibition, in a bid to convey “dreams” to patients, the firm said.

The young artists also took part in the latest Seoul Design Festival held in December, joining public space designer Jelly Jang to solve mobility issues in daily lives with creative designs.

Earlier this year, the car dealer rolled out a new slogan, “Arts and Artists with New Dream Gream,” extending the project’s targets to more students and the program’s mentors, mostly new artists, to gain a foothold in the art world.

“This year’s slogan embodies Han Sung Motor's promise to make a social safety net and offer the best environment for students and mentors to realize their artistic dreams,” said Han Sung Motor CEO Ulf Ausprung.

In June, the firm first hosted a lecture by Yoon Hyang-ro to share her own story as a young artist and know-how to discover one’s artistic style. It then held an incubating exhibition titled “On Boarding” at Sungkok Museum in Seoul this August, enabling the “Dream Gream” mentors to receive feedback and collaborate with professional artists.

Starting from next year, Han Sung Motor will also sponsor program mentors to visit one of the major art fairs in the world, including Art Basel, Venice Biennale, Whitney Biennial and Tokyo Design Festa.

Recognized for these contributions, Ausprung was awarded the 2023 Mecenat Award, the culture minister’s commendation, in November.

Han Sung Motor's after-sales service department employees pose for a photo after the Mercedes-Benz Greenplus plogging event held at Yeouido Hangang Park in Seoul on Nov. 7. (Han Sung Motor)

Separately, Han Sung Motor is actively practicing in-company campaigns to promote net-zero emissions and sustainability.

Last month, employees from the car dealer’s after-sales service department gathered at Yeouido Hangang Park in Seoul, to join the Mercedes-Benz Greenplus plogging event to pick up trash.

Under the Mercedes-Benz Corporate Social Responsibility Committee, import car dealers all over the world are joining the Greenplus plogging campaign to incorporate eco-friendly habits into daily lives and make positive differences in society.

By Mun So-jeong (munsojeong@heraldcorp.com)