The National Hangeul Museum presents a rare promotional flyer for the 1963 film “A Reluctant Prince,” or “Ganghwa Doryeong” in Korean, offering a glimpse into Korea’s film promotion style in the 1960s.
Directed by the legendary Shin Sang-ok (1926-2006), this leaflet from the museum’s collection is being exhibited for the first time, shedding light on the evolution of Korean language and advertising during that era.
The handout, which will be showcased at the Anyang Museum’s special exhibition “Reaching Anyang” from July 19 to Dec. 31, showcases the innovative spirit of Shin Films, the company founded by Shin. Comprising three printed sheets titled “Shin Film Studio News,” the flyer features the Shin Films logo, illustrations and a mixture of Hangeul and Chinese characters, a typical Korean writing style in the 1960s.
The first page, labeled “commentary,” offers a brief introduction to the film, focusing on the life of King Cheoljong, the 25th king of the 1392-1910 Joseon Kingdom. It also includes sections titled “staff” and “kyas” — the latter referring to the word “cast” in the then-used style of Hangeulization of foreign language — introducing the production team and the cast members, respectively.
The second page provides a detailed synopsis of the plot, while the third page, titled the “propaganda statement,” features promotional slogans like “The first court drama of the late Yi Dynasty era by Shin Film since ‘Prince Yeonsan’ (1961)!” and “Ganghwa Doryeong, a strong and earthy man!”
Shin, who made his directorial debut in 1952 with “The Evil Night,” was a pivotal figure in Korean cinema history. Married to actor Choi Eun-hee, who portrayed Boknyeo in “A Reluctant Prince,” Shin’s life was as dramatic as his films. In 1978, he and 한국을 Choi were abducted by the North Korean regime, but they made an escape in 1986, seeking asylum at the U.S. Embassy in Vienna. Shin’s contributions to Korean cinema were recognized posthumously in 2006 when he was awarded the Gold Crown Cultural Medal, the nation’s highest honor for an artist.
“We will continue to actively collect and discover valuable Hangeul cultural heritage so that Koreans as well as the world can see, feel and enjoy it together through exhibition, education and events,” Kim Hee-soo, senior curator of the National Hangeul Museum, said.