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From hip and trendy cultivator to 'Tiger is Coming': Behind Korean Tourism Videos' Hip & Hot Fever Updated: 2021-09-30 17:02:29 KST

How can a government-made promotional video be as hip as this?
Viewers are lauding the creativity and craft of those who've been involved in the making of Korea Tourism Organization's promotional video. Season 2, released earlier this month, features hip-hop artists performing against a traditional backdrop, while its first season involved Korean traditional music against a modern backdrop.

Numbers are proving its success. Much like the sensational first season, the second season videos, an eight-part series, is just as popular - getting over a 135 million views on YouTube as of today.

So what makes audiences both here and abroad react so feverishly over these videos?
We'll talk about it in-depth tonight with HAM Changho from the Brand Marketing Team of Korea Tourism Organization and Youngdae KIM, our regular culture critic, in the studio with us.
Thank you both for joining us.

From 'Tiger is coming' to the 'Mud Max' parody and the latest 'Feel the Rhythm of Korea' series, these videos are far from the government promo ads and videos that we're used to. They're trendy, they're witty and we can definitely see it from the feverish reaction from viewers and the extraordinary number of YouTube views they've been garnering. From a culture critic's point of view, how do these videos compare with other commercial ones out there?

Let's talk about how this came to be. We're seeing witty parodies of films such as "Mud Max" filmed in Seosan, parodying the film "Mad Max," and hipster elderly blending in with hiphop musicians. Never before have we seen anything like this produced by a government body. The "Feel the Rhythm of Korea" series must have been a huge bet for a conservative organization like yours. How was this possible?

Are these videos intended to be like music videos? What's the story behind naming this campaign "Feel the Rhythm of Korea"? (Last season's music genre was Korean traditional music, while this season is hip-hop. How did you choose these genres?)

How is the reaction from the global audience? How are the videos being received both here and overseas?

What about these videos do you think are really getting viewers hooked to them? What's the secret behind this huge popularity?

What was the most difficult part of creating these videos? Which episode was the most challenging to create?

The biggest difference in these videos is that we've finally started to show the other side of Korea - instead of the glitz and glam that we used to emphasize in promotional videos, we're showing the grimmer, shabbier, and less refined portraits of our society.
But it's precisely this aspect that's resonating with the audience. People say it's fresh and real and touching. Was that what you had in mind?

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

People say these videos aren't just ads, they're cultural content. How effective do you think they are in promoting Korean culture, over the conventional PR videos we've seen so far?

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

Will we be seeing Season 3 anytime soon? What are plans for future videos?

Alright. That was HAM Changho from the Korea Tourism Organization and culture critic Youngdae KIM. Thank you for your insights.
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