When I was 19, I should decide what to learn in the university and it was a biggest problem to choose the major. I fell in love with musical when I was sophomore in high school and the complicated consideration was started from then. Business Administration was my only favorite major but Arts Management became another option. In those days in Korea, Arts Management was not a well-known major and the department positioning of that major in university was not clear either. So I just decided to study Business Administration. Fortunately, there were many classes about arts that I could take, so during the whole semesters of university I could take classes of both fields. Through taking classes of two different fields, I gradually understand the possibility of convergence between business administration and arts, furthermore found out the importance of arts management. Out of hours, working at musical production, musical distributing company and theater as an intern, I experienced how to apply theory to practice.

During the time in theater, I picked acquaintance with ‘Be-Se-To Festival’ which is conducted by three countries; South Korea, China and Japan. From then I got to be interested in Chinese arts which can be described with these keywords; fast growing, long history, fascinating stories and multifarious items. I was totally attracted by Chinese arts and after graduation I decided to come to China for more understanding. On September 2014, as a Chinese Government Scholarship student, I came to Peking University for the study of Master of Arts degree.

As an intern in the theater, the main tasks that I did were to give audiences useful information and knowledge about performances through Facebook and twitter. I also prepared materials for the’15-minute mini lecture’, which was the tutorial introduction to give audience more specific information about the performance. Subsequently to those programs, I arranged customer responses through SNS. From analyzing those data, I found out that educational programs help fostering theater-goer, but nonetheless I couldn’t understand why a performance should take such a time-consuming customer educational marketing method instead of taking a more aggressive method to promote the heart moving or sensational part of the production. My education at Peking University has answered my question. I understood that those educational programs can be explained by Arts management strategy. According to the Hirshman’s theory of three market segments, compared to the first and second market segments, artists and peers, the third market segment, the public, have less knowledge about arts, which may influence their consuming habits. In order to increase the number of theatre's audiences, one efficient and sustainable way is to educate the third market segments, the public, make them to be the consumers or the potential consumers.

This is my fourth semester at Peking University. Through attending the research projects of the National Center for Research into Intercultural Communication of Arts and taking part in research group activities, the knowledge and experience I obtained from my tutors and my fellow students guided me to find my research subject smoothly.  I learnt how to apply methodology of business administration to the study of arts consumption. It was such a big help for my development of involving in the research projects. I hope in the whole course of my experience in Peking University to become a Korean expert of Chinese creative industries, especially in the field of performing arts. Also I want to learn the globalization strategy of the intercultural communication of Chinese arts which is designed under the methodology of arts management and apply it to Korean traditional arts globalization strategy. Of course, I want to be the bridge between Korea and China and introduce many gorgeous and creative Chinese performing arts to Korean audiences.