From Hip & Trendy Grower to ‘Tiger is Coming’: Behind the Hip & Hot Korean Tourism Videos FeverNews


How can a government-made promotional video be as hip as this one?
Viewers praise the creativity and craftsmanship of those who helped make the Korea Tourism Organization promotional video. Season 2, released earlier this month, features hip-hop artists performing in a traditional setting, while its first season involved traditional Korean music in a modern setting.

The numbers prove its success. Much like the sensational first season, the videos for the second season, an eight-part series, are equally popular – with over 135 million views on YouTube to date.

So what is it that makes audiences from here and elsewhere react so feverishly to these videos?
We’ll talk about it in depth tonight with HAM Changho from the Korea Tourism Organization’s brand marketing team and Youngdae KIM, our usual culture critic, in the studio with us.
Thank you both for joining us.

From “Tiger is Coming” to the parody “Mud Max” and the latest series “Feel the Rhythm of Korea”, these videos are a far cry from the government commercials and promotional videos we are used to. They are trendy, they are witty and we can certainly see it from the feverish reaction of viewers and the extraordinary number of YouTube views they have racked up. From a cultural critic’s perspective, how do these videos compare to other commercial videos?

Let’s talk about how it happened. We see witty parodies of movies like “Mud Max” shot in Seosan, parodying the movie “Mad Max”, and hipster old people mingling with hip-hop musicians. Never before have we seen anything like this produced by a government agency. The “Feel the Rhythm of Korea” series must have been a huge gamble for a conservative organization like yours. How was this possible?

Are these videos meant to be like music videos? What is the story behind the name of this campaign “Feel the Rhythm of Korea”? (The musical genre last season was traditional Korean music, while this season is hip-hop. How did you choose those genres?)

How is the reaction of the global public? How are the videos received here and abroad?

What do you think about those videos that really grab viewers? What is the secret of this enormous popularity?

What was the hardest part about making these videos? Which episode was the most difficult to create?

The biggest difference in these videos is that we’ve finally started showing the other side of Korea – instead of the glitz and glam we used to emphasize in the promo videos, we’re showing the darker portraits, more shabby and less refined of our society.
But it is precisely this aspect that resonates with the public. People say it’s fresh, real, and touching. Was that what you had in mind?

How, as a cultural critic, do you analyze this phenomenon? Have we reached a stage where we are proud enough to reveal our bare culture?

People say these videos are not just commercials, they are cultural content. How effective do you think they are in promoting Korean culture, compared to the conventional PR videos we’ve seen so far?

When do you think the Korean tourism industry will return to normal? Do you think the videos will be effective in bringing foreign tourists to these destinations when COVID is over?

Will we see season 3 soon? What are the plans for future videos?

Well. It was HAM Changho from the Korea Tourism Board and cultural critic Youngdae KIM. Thank you for your point of view.

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