DATE

9/1, 2026 (Tue) 18:00-24:00

VENUE

PROCESS Itaewon

ADDRESS

42 Usadan-ro, Yongsan-gu, Seoul

PROGRAM

A special night event presented as part of Hannam Night, connecting contemporary art, culture, and creative communities. The program will offer VIP guests an opportunity to experience the atmosphere of Seoul Art Week through exhibitions, reception, and networking.

“The logic of East Asian urban development is now mapped onto humanity.”

Madam Butterfly Going Mad (a.k.a. MBGM) is a project that originates in Itaewon, Seoul. It explores the new socio-cultural mechanisms emerging throughout major East Asian cities of today.

For the past few decades, East Asia has experienced the fastest urbanization and digitalization on the planet. Accordingly, we now face a landscape completely different from the ‘exotic, passive’ image of the East, often mis-symbolized by Western artists and in their works, such as Puccini’s opera, Madama Butterfly (1901-1903). Centered around phenomena such as digital platforms, social and live commerce, K-pop, the aesthetic surgery industry, and circuit parties, today’s East Asia is changing even faster than ever, generating new cultures and desires.

MBGM notes that these shifts move beyond simple technological processes and consumer trends; they are reconstructing the human body and relationships in-between, consumer patterns, and identity itself. The physical urban design method, also known as ‘re-development,’ is expanding via digital platforms into an approach of re-designing humanity.

※ To participate, please apply through the “Program Registration” button below.

※ Program registration is available through the Kiaf VIP APP.