We investigated what target (a nationality of an artist) firms select when they are engaged in art collaboration. We identified 137 cases of art collaboration between 2005 and 2013 through the analysis of news contents and we found that Korean firms prefer to artists whose nationality is same with that of those firms. In addition, such preferences disappear when the target of art collaboration is durable goods. This implies that Korean firms prefer to artists whose nationality is different from them in art collaboration because the collaboration with those artists help firms increase product reputation although a collaboration process is not favorable to those firms.