The initiative, Korean Eye, was started in 2009 by the collectors David and Serenella Ciclitira to promote Korean contemporary art to a Western audience by exhibiting the work of emerging and more established Korean artists internationally. Following the success of their inaugural exhibition, Korean Eye: Moon Generation
, Skira published Korean Eye: Contemporary Korean Art
, a reference book featuring seventy-five of Korea’s most renowned contemporary artists, selected by a curatorial team which consists of a mix of Korean and international art curators. In the book the artists are grouped under one of five categories: Identity, Hybrid Culture, Staged Fantasy, Landscape, and Playing Reality. Korean Eye is sponsored by Standard Chartered Bank and the Saatchi Gallery.