DATE

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

VENUE

PROCESS Itaewon

ADDRESS

42 Usadan-ro, Yongsan-gu, Seoul

PROGRAM

Hannam Night: MBGM Exhibition Evening Opening

During Hannam Night, the MBGM exhibition will remain open for extended evening hours. Experience a Seoul Art Week scene where contemporary art and culture come together at PROCESS Itaewon.

Discover a special exhibition featuring artists Kim Myungchan and Shin Jongmin, alongside Hong Hyunjun of WORKS WORKS and Yukino Yamanaka of CON TOKYO.

 

“The logic of urban development in East Asia is now being applied to the human body.”

Madam Butterfly Going Mad (MBGM) is a project that began in Itaewon, Seoul, exploring the new social and cultural mechanisms shared by major cities across East Asia today.

Over the past several decades, East Asia has undergone some of the fastest urbanization and digital transformation in the world. As a result, we now encounter a landscape entirely different from the exoticized and passive image of the “East” once symbolized by Puccini’s opera Madama Butterfly. Today’s East Asia is rapidly producing new cultures and desires through phenomena such as digital platforms, social commerce, K-pop, the cosmetic surgery industry, live commerce, and circuit parties.

MBGM focuses on how these changes go beyond technological progress or consumer trends, reshaping the human body, relationships, modes of consumption, and identity itself. In this context, redevelopment — once a physical method of urban planning — is expanding through digital platforms into a method of designing the human subject.