There is a maker who has won the hearts of over 4,000 supporters over the past two years by doing something no one asked them to do. It’s a young startup called That Time B, which restores damaged artworks to showcase the beauty of Korean painting to the public.
We asked the creator about their creative process—which involves dedicating extensive time exclusively to Korean painting, with each piece undergoing a restoration process that takes as little as two weeks but typically lasts over a month— and the secret behind raising approximately 200 million won through a crowdfunding campaign for the publication. Here is the story of Daet Time Bi.
: Showcasing the Beauty of Korean Painting
Youth Startup Maker, ThatTimeB
Hello, I’m Song Hye-yeon, CEO of Daet Time B, a young startup dedicated to promoting the beauty of Korean painting. Datime B is dedicated to discovering and restoring hidden or damaged Korean paintings that have not been publicly exhibited, with the goal of making Korean painting more accessible to the general public. Our team of three, including myself , works closely with artist Lee Jong-soo, who has a deep expertise in Korean painting; Master Ahn Chi-yong, a Living National Treasure for Hanji (Korean traditional paper); and Yuhwa Company, which has developed its own unique printing techniques over more than 20 years.
와디즈 펀딩으로 선보인 <한국화 시리즈1,2>
저희는 작년 1월, 와디즈를 통해 첫 결과물인 <한국화 시리즈 1> 단원 김홍도편을 공개했어요. 그 후 <한국화 시리즈 2> 겸재 정선 편 프로젝트를 포함해 지난 2년간 다섯 번의 펀딩을 진행하면서, 4천 명에 가까운 서포터분들을 만났고요.
I remember when I first tried crowdfunding—I was more worried than excited. But that anxiety was quickly put to rest when I received so much support from so many backers. Thanks to them, I’ve been able to keep running crowdfunding campaigns right up until recently.
How my curiosity about damaged Korean paintings
turned into a sense of mission
A damaged Korean painting
I’ve loved art since I was a child and started working in the field, but I wasn’t particularly interested in Korean painting. Then, in my early twenties, I visited a museum of Korean painting and was struck by the fact that all the paintings were brown. It was a huge shock. I began to wonder, “Why are these paintings so badly damaged?” and “Maybe I could try restoring them?”—it was simply out of pure curiosity.
So, as I conducted my own research,I came to realize just how dire the situation is for Korean painting. Due to frequent wars and looting in the past, the works are severely damaged, and even national and public museums are unable to properly exhibit or restore them. It was truly heartbreaking to realize that opportunities to experience the beauty of Korean painting are gradually disappearing. As my curiosity turned into a sense of mission, I launched the Daet-Time-Bi Project and began restoring damaged Korean paintings through Wadiz crowdfunding, eventually publishing them in a book.
The Key to Success in Art Publishing Funding
댓타임비의 첫 펀딩 <한국화 시리즈 1> 단원 김홍도 편
<한국화 시리즈 1> 단원 김홍도 편 펀딩을 처음 오픈했을 때는 솔직히 설렘보다 걱정이 컸어요. ‘정말 열심히 책을 만들었는데, 서포터분들이 이 노력을 알아봐 주실까?’, ‘바라는 만큼 좋은 성과를 거둘 수 있을까?’란 생각에 불안했거든요. 특히 저희 제품은 의식주와 관련된 생활용품이 아니잖아요. ‘이 가격에 이 책을 펀딩할 필요가 있는가?’라는 질문에 합당한 답을 할 수 있어야 한다고 생각했죠.
When running a crowdfunding campaign in the arts and culture sector, like we do , I believe it’s crucial to ensure that backers genuinely feel they “want” or “need” the project’s deliverables. You need to weave into the story why people should back this project and just how meaningful it is. That’s the key to the project’s success.
The secret to winning the hearts of nearly 4,000 supporters over the past two years
<한국화 시리즈> 제작 회의와 인쇄 감리 현장
저희가 <한국화 시리즈>에서 어필한 점은 원화를 보는 듯한 느낌의 생생함이었어요. 지금까지 단원 김홍도와 겸재 정선의 작품을 다뤘는데요. 작품의 화질이 떨어지는 기존 한국화 도록에 비해 댓타임비의 <한국화 시리즈>는 원화를 보는 느낌이 나도록 완성도를 높였죠.
We went to great lengths to secure high-resolution images, tracking down and contacting the descendants of the families that own these works directly. We also consulted with Mr. An Chi-yong, a master of traditional Korean paper (hanji) and holder of Intangible Cultural Heritage status, to produce this book using a material similar to the hanji on which most of these Korean paintings were created.
Because each piece undergoes such meticulous restoration—often taking a month just to restore a single work—we were able to create a book that gives readers the feeling of looking at the actual paintings.
The process of restoring the damaged area
To explain the digital restoration process in a bit more detail, we first piece together the torn sections of the painting, restore the lost colors, and remove discoloration. We then adjust the overall color balance of the work, taking into account the original hues of the hanji or silk before the pigments were applied.
We put a tremendous amount of effort into our work, going so far as to enlarge and restore even the smallest details, such as a tiny thatched cottage nestled in the mountains or a minuscule figure. Since each book requires a production process that takes over a year, the work is quite challenging. Because I often work late into the night, my eyesight has really deteriorated (laughs).
That’s why these lengthy processes often feel overwhelming. But when I compare the artwork before and after restoration, the joy and sense of fulfillment are truly indescribable. It’s because of that moment that I’ve been able to keep doing this work all these years. When people see the pieces we’ve restored, many say, “I never knew Korean painting could be this beautiful,” andthey finally come to appreciate its beauty. It makes me feel incredibly proud, and, in turn, we’re the ones who end up being moved.
, created in collaboration with our supporters
‘A virtuous cycle of patriotism’
Products from the "Korean Painting Mari Gallery Series"
올해 초에는 ‘한국화 마리갤 시리즈’라는 새로운 프로젝트를 진행하기도 했어요. 한국화를 원하는 곳에 미술관처럼 큰 사이즈로 감상할 수 있도록 포스터로 제작한 프로젝트였는데요. 기존 <한국화 시리즈 1> 단원 김홍도 편에 참여해 주신 서포터분들의 요청으로 시작된 펀딩이에요. 저희에게는 와디즈를 통해 새로운 니즈를 발견하고, 한국화를 알리는 새로운 방법에 도전해 본 계기가 되었죠.
Supporters whose names appear in the book as participants in the "Cultural Independence Movement"
Over the past two years, through our “Korean Painting Series” and “Mari Gallery Series” crowdfunding campaigns,we have not only promoted Korean painting but also restored approximately 100 to 150 works. During a time when the National Museum of Korea was restoring only one or two pieces at most, we were able to achieve significant results thanks to the encouragement and support of our backers.
The funds raised through crowdfunding enable us to restore other works, creating a system where we can then introduce these restored works to an even wider audience. This is why we’ve named it “virtuous cycle of patriotism”—and this is why we include the names of the supporters who participated in this initiative and helped with the publication in the book. I consider this a modern-day cultural independence movement.
Wadiz Funding: Where Experience Is a Valuable Asset
저희는 앞으로도 <한국화 시리즈>를 통해 더 많은 한국화와 화가를 소개해나갈 예정이에요. 일단 <한국화 시리즈 2> 겸재 정선편의 펀딩이 성공적으로 마무리되어서, 12월 안에 완성된 제작물을 서포터분들께 잘 전달하는 걸 목표로 하고 있어요.
Datetime's "Korean-Style Hanji Notebook," winner of the Korea Tourism Organization President's Award
There was another piece of good news this year. Last October, our Korean-style hanji notebooks won the Korea Tourism Organization President’s Award in the souvenir category at the “2022 Korea Tourism Contest.” Along with the “Korean Painting Mari Gallery Series” produced as posters Wadiz , this served as an opportunity to continue exploring ways to enjoy Korean painting in more everyday moments through channels other than books. I believe that starting this challenge through crowdfunding is what allowed us to get this far.
So, if there are people out there who, like I was at first, are hesitating about crowdfunding, I want to encourage them to just give it a try—even if they’re scared, afraid of failing, or overwhelmed by worry. It would be even better if they approached it with the mindset that, whether they succeed or fail, the experience itself is a valuable asset.
I was really scared and anxious too, but I just went ahead and gave it a try. I think you’ll get better results if you really think about what the project means to your supporters. We at Datetime B plan to continue launching meaningful projects just as we have done so far, so we hope you’ll continue to support us.
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