Seoul, b. 1996

JiHoon Cho continues his work with the purpose of exploring the value of art through an understanding of consumer culture. He analyzes the impact of consumerism on modern life, focusing on how it shapes personal identity and social status while simultaneously exacerbating environmental destruction and social inequality. His work invites viewers to reconsider fundamental human values within consumer culture, promoting critical thinking and reminding them of the necessity and role of art. To achieve this, the artist visually expresses the hollow yet seemingly attractive nature of consumer culture by associating it with the emptiness conveyed by the transparency of glass, emphasizing the critical function of art.