Established in 2022, New Art Order is an art and culture content development company. It is working to create a system that can generate profits by adding the content to commercial products and use the profits to nurture artists.

Financial support for artists

The company owns Eylea Cosmetics, runs a business that combines fashion and art and interior/architecture as well as a music academy, and develops educational content based on the New York Suzuki teaching method.

New Art Order CEO Heeeun Kim is a violinist who graduated from Seoul National University and received a master’s degree from Menes School of Music in New York, USA. She won the grand prize at the Korea-US Competition and the silver prize at the Hankook Ilbo Competition. She served as concertmaster of the Seoul Youth Orchestra, and is currently a member of the Passaggio Ensemble and an adjunct professor at Dongeui University Conservatory.

Director Eunju Shin is an artist and cultural arts planner who has planned and directed numerous special exhibitions. She served CEO of the Cheongdam Happy Gallery and currently is serving as Co-Representative of the Korea NFT Contents Association.

Shin said “Artists’ dream is to immortalize their work, but it’s not easy for them to do so for financial reasons. That’s why we launched Eylea Cosmetics, to give them a financial foundation.”

Eylea Cosmetics’ signature products include the extreme narcissim-themed  Orugol Compact and Lip Gloss Earring. 

Orugol Compact was designed together with designer Heejae Kang, a world-renowned product designer while CEO Kim participated in the music production. The commercial filming was done in Paris and the company is currently working to release a mask pack also.

Kim said “We make cosmetics with the values and philosophy of art and culture. We filmed cosmetics commercials, performed, and produced movies in Paris, and through this, we were certified as a venture business. We also held a French Meudon performance in Paris with Parisian dancer Lee Joo-young in April of last year, and produced the art film ‘Chowol (transcendence)’ in July, which combines dance, music, and art.”

Win-win for both artists and companies

Shin said “New Art Order helps companies and organizations receive tax benefits when they purchase cultural and artistic products through a network of lawyers, tax accountants, and financiers. If arts and culture companies establish a profit-making mechanism, we expect that many artists will follow suit.”

New Art Order is working to establish a standard and manual system that can evaluate artists’ copyrights and intellectual property rights by utilizing its financial network.

Kim said “Many artists are unable to continue their artistic activities for financial reasons, but they can create opportunities to work through New Art Order. We are also providing consulting to companies on tax benefits. Anyone who loves art can talk about art with us and participate in our events. Anyone can become an artist if they bring out their artistic talent deep in their hearts.”