Art for all, yet exclusive. This paradoxical vision drives Habitus Associates, an emerging art tech startup founded in South Korea that's aiming to reshape the landscape of the global art market through its innovative platform, Artue.

Traditionally, the art world has been perceived as exclusive, opaque, and inaccessible to many. But Habitus Associates is on a mission to change that. The name Artue itself embodies the fusion of 'Art' and 'Virtue,' symbolizing the company's commitment to bringing integrity and accessibility to the art market while maintaining its prestige.

"We aim to revolutionize the art industry by shifting from traditional offline methods to an online-centric approach, providing a more convenient and highly reliable collecting experience for artists, galleries, and collectors alike," said CEO and founder Bo Young Song.

Habitus Associates offers a complete ecosystem for the art world through Artue, including a marketplace for collectors, a Catalogue Raisonné for artists, and an artwork management system. Their platform not only facilitates transactions but also aims to discover and nurture the next generation of blue-chip artists.

Democratizing Luxury in the Art World, Globally

Artue targets a specific demographic: affluent art collectors and emerging art enthusiasts who value authenticity, curation, and brands that align with their appreciation for fine art. This focus on bridging the gap between exclusivity and accessibility resonates with a generation that seeks more than just a product; they seek an experience and an investment.

The team has been working tirelessly since 2022, and now Habitus Associates is experiencing exciting growth – with average monthly artwork sales of $545k over the past 6 months, and partnerships with renowned galleries and institutions. The team is preparing  for global expansion with its sights set on Southeast Asian and Middle Eastern markets. Their understanding of the potential in emerging art markets and their commitment to creating a platform that connects artists, galleries, and collectors globally could position them for further growth. 

We are of the view that one of the standout features of Artue is its ability to bridge the gap between pop culture and traditional art. Collaborations with global icons such as G-Dragon and BTS have made luxury art more approachable to a broader audience, especially younger generations. These collaborations fuse the contemporary appeal of pop culture with the timeless value of fine art, creating unique pieces that resonate with a diverse demographic. This cultural fusion is part of Artue’s strategy to democratize luxury in the art world, making it not just accessible but also relevant to today’s cultural landscape.

Artue is deeply committed to fostering a deeper connection between artists and the public. These programs include artist talks, virtual exhibitions, and interactive workshops that are accessible to people around the world. By making these experiences available to a global audience, Artue is helping to demystify the art world and encourage a more inclusive and participatory culture of art appreciation.

In an innovative move, Artue utilizes blockchain technology that offers financial products based on artworks. This allows for fractional ownership and trading, opening up new possibilities for art investment. Fractional ownership lowers the barrier to entry for collectors and investors, enabling them to own shares in high-value artworks that would otherwise be out of reach. This feature not only democratizes art investment but also introduces a new level of liquidity in the art market.

Meet the Visionary Team Behind Habitus Associates

Bo Young Song, the founder and CEO, brings a wealth of experience with nearly 12 years at Kukje Gallery and 9 years on the Selection Committee of Art Basel. Her background positions Habitus Associates to bridge the gap between traditional art institutions and the digital future.

Song is joined by a talented team, including Sa Gong Hoon, who brings expertise in technology and business strategy. They are supported by a growing team of art experts, technologists, and business professionals who share the vision of democratizing the art market while maintaining its prestige.

Market Insights in the Global Art Space

We trust that the South Korean market offers a unique opportunity for Habitus Associates. Despite the current small size of the market, it looks like there's still room for growth. Artue addresses this gap by creating a platform that breaks down geographical barriers and encourages global participation in the art market.

Looking beyond South Korea, the global art market is projected to reach $2.7 trillion by 2026. According to a survey conducted by UBS and Art Economics, in the first half of 2021, the average spend on art reached $242,000, marking a 42% increase from the previous year. This surge was primarily driven by millennial collectors, whose average purchase was significantly higher at $378,000.

With a passionate founder, a skilled team, innovative technology, and a global vision, we believe that Habitus Associates is poised to continue its mission of revolutionizing the art market on a global scale.

You can learn more about Artue on their website.https://artue.io/en