BTS’s latest live performance video, filmed at the historic Sunhyewon hanok, the former residence of the SK Group’s founding family, has sparked renewed interest in this significant cultural landmark.
The music video for “Swim,” the title track from their fifth album, released this Sunday, features the traditional Korean house in Seoul, once home to the late Chey Jong-gun, the visionary founder of SK Group.
Sunhyewon is deeply interwoven with the history of SK Group. Originally built in 1968, it served as Chey’s private residence and a dedicated space for his personal research and development.
The name Sunhyewon, meaning “a place that bestows wisdom,” was bestowed by Chey Jong-hyun, the founder’s younger brother and a former chairman of the conglomerate, reflecting the family’s commitment to continuous learning and mentorship.
For current SK Group Chairman Chey Tae-won, the residence holds cherished personal memories. He spent a portion of his childhood there, observing the founding generation’s daily commute to the company’s former Seoul headquarters in Myeong-dong, then known as Sunkyong Group, a memory intrinsically linked to the group’s formative years.
In recent years, SK Group undertook a significant renovation of the compound, transforming what was once a blend of Western and traditional architectural styles into three distinct hanok structures: Gyeongheunggak, Harindang, and Dongyeoru. The redesign meticulously preserved the traditional aesthetic while integrating modern architectural techniques, aiming to safeguard its heritage and adapt it for contemporary uses.
The selection of Sunhyewon as a filming location uniquely blends corporate heritage with contemporary pop culture, a relatively rare occurrence in Korea. Industry experts suggest this reflects a growing trend of opening up and sharing the legacies of business founders with the wider public.
“Utilizing founders’ legacies in cultural and social initiatives is common practice internationally,” stated an anonymous industry source. “It offers younger generations an opportunity to connect more profoundly with the spirit of challenge and growth championed by previous generations.”
SK Group is actively expanding Sunhyewon’s role as a social and cultural hub, signaling a broader vision for the site’s future development and purpose.
yeeun
