The Ministry of Culture, Sports and Tourism (Minister YU In Chon, MCST), in collaboration with the Arts Council Korea (Chairperson JEONG Byung Guk, ARKO) announced the availability of the “Youth Culture and Arts Pass.” Starting March 28 (Thur), young individuals born in 2005 are eligible to apply for the pass, which grants access to a variety of performances and exhibitions.

Expanding Cultural Access for Young Enthusiasts who have high demand in culture and arts

Launching for the first time this year, the “Youth Culture and Arts Pass” is designed to support 19-year-olds across the nation, providing them with up to KRW 150,000 each to attend performances and exhibitions. This initiative comes in response to findings from last year’s National Culture and Arts Activity Survey, which revealed a high interest among teenagers (ages 15–19) in cultural and artistic events (86.5%). However, the survey also identified the cost of attendance (31.3%) as a significant barrier. To address this, Minister YU In Chon introduced the Youth Culture and Arts Pass for approximately 160,000 19-year-olds as part of the Three Major Culture and Arts Innovation Strategies and Ten Key Tasks presented last December 28 to enhance public access to cultural entertainment. Furthermore, during the 17th Policy Discussion with Citizens themed Leaping Forward with the Power of Youth on March 5, a plan was unveiled to support cultural expenses for the youth through this pass in an effort to alleviate their burden of living expenses.

Through Partner Booking Agencies, Eligible Individuals Can Apply for the Pass Regardless of Income

Earn Points for Booking Musicals, Classical Music, Plays, and Exhibitions

The MCST and ARKO have partnered with Interpark and Yes24, leading ticketing agencies, to streamline the issuance and utilization of the Youth Culture and Arts Pass. Regardless of income, any youth born in 2005 residing in Korea can apply starting March 28 (Thur), with passes distributed based on a predetermined quota for each of the 17 regions nationwide. Applicants must process their applications through the websites and mobile apps of Interpark and Yes24. After verifying the applicant’s age and residence, points are immediately issued to reserve tickets for performances and exhibitions. Upon confirmation of eligibility (age and region), KRW 100,000 from national funds is provided as points, with an additional KRW 50,000 from local government funds following the confirmation of the mid-year supplementary budget. Holders of the Youth Culture and Arts Pass can enjoy an array of cultural events[1], including musicals, classical concerts, and theater, until the pass expires on December 31 of the current year.

Culture Pass Programs in France, Germany, and Spain Boost Youth Cultural Consumption

The Culture Pass initiative, aimed at bolstering the cultural engagement of young people, is making strides in several countries, including France, Germany, and Spain. In France, the program began targeting 18-year-olds in select regions in 2017, expanding nationwide by 2021 and further broadening its reach to 15 to 17-year-olds in 2022. Participants are allocated a total of EUR 380 over four years, distributed as follows: EUR 20 for 15-year-olds, EUR 30 for 16 and 17-year-olds, and EUR 300 for 18-year-olds. Germany introduced its Culture Pass (Kultur Pass) to ensure young people have access to cultural experiences, initially reaching out to youth in specific areas in 2023. Starting in 2024, the program is set to offer EUR 200 to 18-year-olds across the country. Similarly, since 2018, Spain has been providing 18-year-olds with an annual allowance of EUR 400 through its Culture Pass (Bono Cultural Joven).

Developing the Youth Culture and Arts Pass Brand Image and Strategic Marketing Campaign

The MCST and ARKO have crafted a distinctive brand image (BI) for the Youth Culture and Arts Pass, aiming to heighten participation among the youth. This includes the production of promotional videos and materials distributed to local governments and public cultural and arts organizations as part of a comprehensive marketing strategy. The newly developed brand image represents the pass as a bridge connecting young people with culture, aiming to expand their cultural perspectives.

Minister YU remarked, “Through the Youth Culture and Arts Pass, our goal is for 19-year-olds to delve into a variety of cultural and artistic experiences, encouraging them to actively contribute to the cultural and arts market. The ministry is dedicated to continuously supporting the younger generation, our future pillars, to lead happier and more enriched lives through culture and the arts.”