When you watch the news on TV, read a newspaper or magazine, you can receive many stories about ‘Mecenat’. People, who have doubts about the benefits of Mecenat patronage of the Arts, have increased lately because of the recently failures of such programs. Among those situations, do we have to view Mecenat patronage negatively?
Groupama-Gan, an extra large insurance company in France, had officially launched a film foundation commemorating the Cannes Film Festival in 1987 and supported restoring film cultural assets, revitalizing film distribution, and scouting for rising stars. Therefore, Groupama-Gan approached young movie buffs as a group familiar with this industry, and then earned large profits expending the market. It means that they successfully executed a consumer related marketing strategy.
Now, just keep your doubts out for a moment and here is the thing. Enterprises’ with Mecenats projects are changing into marketing activities, for mutual interests, with a concept of investment. It is obvious that the Cannes Film Festival could be developed into an International Film festival through Mecenat type management. Therefore, you may consider Mecenat as killing two birds with one stone that can satisfy business enterprises as well as Art.
It is not easy to have the support of enterprises. Mecenat type management in Korea is weaker than in other countries. There was a music festival, which was sponsored by one of the Korean beer companies. People could buy their beer and take part in the various cultural and Art events within a given festival period. Some companies are trying to create innovation. A Mecenat management activity like this phenomenon corresponds in a minor part towards the development and promotion of Art such as music, film, or paintings. Except for these art fields, the rate of support or sponsorship is remarkably low. Therefore, we need to make a bigger effort for the various fields of art, taking advantage of the lessons learned from the several recent failures.
A famous Korean quote relates to this situation. The one who harvests first possesses a persimmon born in fall. However, it is a hard thing. One cannot gather a persimmon’s delicious juice, just because it is born on the tree.

By Nam Hye-in