Play large-scale game SEOUL RACER across the facade of the V&A in one-off event

Luxury Korean automotive brand, Genesis, is bringing its sponsorship of Hallyu! The Korean Wave at the V&A South Kensington to life by hosting Genesis Seoul Racer, a one-off large-scale arcade gaming experience. Inside the museum’s Exhibition Road Courtyard, the Genesis GV60 car will power a free interactive driving game, which will be projected onto the facade of the V&A in eye-catching neons.

From 5.45pm – 8.45pm on Friday 3 February, visitors are invited to book a free four -minute slot to secure their turn to race the car around a track inspired by the high-octane streets of Seoul in a Korean racing challenge played out from inside the Genesis GV60. The colours and iconography throughout the game take inspiration from the colourful and dynamic celebration of Korean culture within the V&A’s Hallyu! exhibition.

The most-skilled drivers will see their names rise up the leaderboard in lights and be in with a chance of winning a pair of tickets to the Hallyu! Exhibition. Free four-minute slots to play the game are bookable in advance via the V&A website, spaces are limited.

As a champion of art and culture, and a leader in design, the Genesis unique ‘distinctly Korean’ offering has successfully disrupted the market by offering premium, Korean-designed cars with a luxury experience. By bringing to life the Korean culture of “son-nim”, hospitality is embedded in the Genesis ethos, making the brand the perfect partner to support the first major exhibition on Korean pop culture.

From K-Pop costumes to K-drama and cinema props and posters, alongside photography, sculpture, fashion, video and pop culture ephemera, Hallyu! The Korean Wave invites visitors to delve into the phenomenon known as ‘hallyu’ – meaning ‘Korean Wave’. Hallyu rose to prominence in the late 1990s, rippling across Asia before reaching all corners of the world and challenging the currents of global pop culture today.

Hallyu! The Korean Wave explores the makings of the Korean Wave through cinema, drama, music and fandoms, and underlines its cultural impact on the beauty and fashion industries. The exhibition features around 200 objects across four thematic sections – including some loans never seen in the UK before – alongside pop culture ephemera and digital displays. Highlights include an immersive re-creation of Parasite’s bathroom set, and an array of iconic costumes and props seen in K-drama, film and music – including from hit Netflix series Squid Game, and outfits worn by different generations of K-pop idols, from PSY, to aespa and ATEEZ. It also presents monumental artworks, including by Nam June Paik, Ham Kyungah and Gwon Osang; around 20 high fashion looks by Tchai Kim, Miss Sohee and Minju Kim among others; as well as early examples of advertising and branding, including an original poster from the Seoul Olympics, and the first Korean branded cosmetic from the 1910s. In the exhibition, Hallyu is also used as a gateway to explore traditional and contemporary Korean culture by connecting historic objects with popular culture and socio-political events.