In 2011, Korean artist JeongMee Yoon took home the Grand Prize in The Sovereign Asian Art Prize for her work The Pink Project II – Lauren and Carolyn and Their Pink & Purple Things. The work forms part of a project that she’s been working on for over 15 years, through which she has become an expert on the colour pink and it’s many complicated associations.

We caught up with Yoon to hear about her artistic journey and what she has learnt along the way.

JeongMee, you were the Grand Prize Winner in The 2011 Sovereign Asian Art Prize. How has your career as an artist progressed since then? Can you share any new projects you’ve been working on?

After winning the Sovereign Asian Art Prize in 2011, more and more foreign media contacted me, and my work was introduced to the world’s famous media. I was also able to widen my scope with more exhibitions.

I am still working on ‘The Pink and Blue Project’ and continue to think about various other works, such as the ‘Animal Companion’ series, in which I analyse the relationship between animal companions and their owners. I am also working on the “Pink Book” series, which is a collection of feminist books designed with pink covers.

Your winning work, The Pink Project II – Lauren and Carolyn and Their Pink & Purple Things, explores gender identity, consumerism and the commodification of girlhood. Can you tell us what first drew you to these themes?

The Pink and Blue Projects were initiated by my daughter, who loves the colour pink so much that she wanted to wear only pink clothes and play with only pink toys and objects. I discovered that my daughter’s case was not unusual. In the United States, South Korea, and elsewhere, most young girls love pink clothing, accessories and toys. This phenomenon is widespread among children of various ethnic groups regardless of their cultural backgrounds. Perhaps it is the influence of pervasive commercial advertisements aimed at little girls and their parents, such as the universally popular Barbie and Hello Kitty merchandise that has developed into a modern trend. Girls are trained subconsciously and unconsciously to wear the colour pink in order to look feminine.

As girls grow older, their taste for pink changes. Until about second grade, they are very obsessed with the colour pink, but around third or fourth grade, they do not obsess with pink as much anymore. Usually, their tastes change to purple. Later on, there are further shifts in taste. However, the original association with the colour-code often remains.

To make these images, I arrange and display the cotton-candy coloured belongings of several children in their rooms. When I first started taking these pictures, the objects were arranged without an order, but I soon realized that the photographs in which small possessions are well organized and displayed in the front of scene make the images appear to be more crowded. This method shows my organization of subjects similar to the way in which museums categorize their inventories and display their collections.

The work forms part of a larger, ongoing series, The Pink Project. What are some key learnings you have taken away from your time spent exploring this subject matter? 

‘The Pink & Blue Project I’ (2005-ongoing) is comprised of photographs of boys and girls who love blue and pink colors respectively, and presents the children with their objects. ‘The Pink & Blue Project II’ revisited those children after four years. Since the last visit in 2005, the children have grown up and their interest in color has changed to various colors and tastes. This project portrays the process of development of these children along with the socially assimilated part of today’s society.

Have you noticed any key differences between the young boys and girls you photograph?

The differences between girls’ objects and boys’ objects are also divided and effect their thinking and behavioural patterns. Many toys and books for girls are pink, purple, or red, and are related to make up, dress up, cooking, and domestic affairs. However, most toys and books for boys are made from the different shades of blue and are related to robots, industry, science, dinosaurs, that sort of thing. These kinds of divided guidelines for the two genders deeply affect children’s gender group identification and social learning.

It seems that much of the world is resistant to changing these gender expectations placed on children. In light of this, do you think The Pink and Blue Project will ever be complete?

I’m not sure! I think it can evolve if there is any special social issue that presents itself.

Stay up to date with JeongMee’s work on her website.

You can also give her a follow on Instagram @jeongmeeyoon or watch her TED talk.