K-ARTS AT Lab’s Cruel Optimism (2025) Invited to Korean Competition at the 27^th JIFF

Cruel Optimism (2025), a virtual feature produced by the K-Arts (President Pyeon Jangwan) Art and Technology Lab (AT Lab), has been officially invited to the Korean Competition section of the 27^th Jeonju International Film Festival (JIFF).

The Korean Competition, one of JIFF’s main sections, showcases bold and original independent films to an international audience each year.

Cruel Optimism was selected in 2024 as a collaborative project between K-Arts and the virtual production company Native (Director Kim Seonguk), developed through industry-academic project-based courses. Directed by Shin Mokya, an MFA student in the Department of Broadcasting at the School of Film, TV & Multimedia, the film closely follows a young emerging artist preparing for their first solo exhibition, offering a sharp and critical portrayal of the desires and dynamics within the contemporary art scene.

Regarding the invitation, Lee Sngmoo, Director of AT Lab and Professor of the Department of Filmmaking, stated, “This invitation from JIFF reflects the convergence of advanced virtual production technologies – still relatively new to many students – and a refined artistic vision. AT Lab will continue to support innovative practices that bring together art and technology.”

K-Arts AT Lab is a leading creative production lab specializing in emerging technologies such as VR and immersive media. Its works, including Scarecrow and Rain Fruits, have been invited to and awarded at major international film festivals such as Sundance, Cannes, and Tribeca. In 2025, 8 PM and the Cat (2025) Che Minhyuk was selected for Venice Immersive, further demonstrating the lab’s strength in integrative art education. In addition, the lab leads a government-supported initiative – organized by the Ministry of Culture, Sports, and Tourism and the Korea Creative Content Agency (KOCCA) – to foster global professionals in culture and technology, positioning itself at the forefront of AI-driven storytelling research and development.

The 27^th JIFF will take place from April 29 to May 8 across venues in Jeonju, including Jeonju Movie Street.