South Korean singer T.O.P. [Photo provided to China Daily]

The age-old business of art auction is renewing itself by reaching out to the younger generation.

South Korean pop idol and art collector T.O.P, 28, will collaborate with Sotheby's to curate a contemporary art sale in Hong Kong on Oct 3, the auction house announced on Monday.

T.O.P is the stage name of Choi Seung-hyun, a singer-songwriter, rapper and actor who is also a member of the South Korean boy band Big Bang, which enjoys a huge fan base among youngsters in East Asia.

Choi is also interested in contemporary art and design, which he says stems from "a very artistic household" he was brought up in.

He will co-curate the upcoming sale with Sotheby's specialists to cater to an emerging group of art lovers of his generation.