Samsung-Backed Korean Art Collection Debuts at British Museum

Samsung Electronics, in partnership with the British Museum, launched the 'Korea' exhibition on September 30, 2026. This event marked the European debut of the Lee Kun-Hee Collection, following successful showcases in Washington D.C. and Chicago. It represents the first major display of Korean art at the British Museum in over four decades.

Lee Collection Spans Two Millennia of Art

The exhibition, open from October 1, 2026, to January 31, 2027, in the Joseph Hotung Great Court Gallery, traces over two thousand years of Korean artistic evolution. It features 100 masterpieces, including 10 National Treasures and 13 Treasures of Korea, with more than 20 pieces making their international debut.

Key exhibits include ancient artifacts like the 'Bronze Key exhibits include ancient artifacts like the 'Bronze Artifacts from Bisan-dong, Daegu,' and modern works such as Nam June Paik’s 'Brahms.' The collection originates from over 23,000 artworks bequeathed by the late Lee Kun-Hee to Korean national institutions in 2021. Dignitaries Underscore Cultural Diplomacy Samsung Electronics Executive Chairman Jay Y. Lee attended the gala event with family members and dignitaries, emphasizing the family's commitment to cultural preservation. Her Royal Highness The Princess Royal also attended, alongside UK political figures including the Chancellor of the Exchequer and the Minister for Artificial Intelligence. George Osborne, Chair of the British Museum, and Maurice Lévy, Chairman Emeritus of Publicis Groupe, delivered speeches highlighting the Lee family's cultural contributions. Kanishka Narayan, Minister for Artificial Intelligence, and Kim Heung-chong, Ambassador of the Republic of Korea to the UK, praised the exhibition for strengthening cultural ties. Expanding Korean Cultural Influence Globally

Samsung Electronics

The Lee Kun-Hee Collection has promoted Korean art globally, building on the vision of Samsung founder Lee Byung-Chull. The global tour began in November 2025 at the Smithsonian’s National Museum of Asian Art, attracting 80,000 visitors, the museum's largest special exhibition in a decade. A subsequent stop in Chicago drew approximately 115,000 visitors. Samsung's continued support for international cultural appreciation aligns with its broader strategy to enhance its global business network. This initiative fosters cultural exchange while supporting the company's future growth and innovation objectives. Outlook for Cultural Exchange and Corporate Engagement The European debut of the Lee Kun-Hee Collection could further elevate the global profile of Korean art, potentially increasing cultural tourism to South Korea and fostering deeper academic interest in its heritage. For Samsung, this high-profile cultural sponsorship reinforces its brand image as a global corporate citizen, potentially opening new avenues for business development through soft power diplomacy.

If the exhibition maintains its strong visitor numbers, it may encourage other major corporations to invest in similar cultural initiatives. This could impact the global macro picture by diversifying international cultural exchange beyond traditional government-led programs. Conversely, if public engagement wanes, it could temper corporate enthusiasm for large-scale cultural sponsorships, potentially shifting focus towards more direct commercial ventures.