Launched in 2020, the campaign is in its third year, and despite being a relatively new initiative, the campaign has established itself as a valuable brand, empowering audiences in Korea and around the world. foreigner to rediscover the value of Korean culture and heritage that helped shape the Hallyu wave that is now spreading around the world. This year’s campaign will feature ten unique themes and 75 different destinations focusing on world heritages and masterpieces of oral and intangible heritage of humanity in Korea, as well as a wide variety of related content.
Despite the limitations due to COVID-19 over the past two years, the campaign has continued to make remarkable achievements in promoting Korea’s culture, heritage and Hallyu movement to people around the world, including overseas advertisements using large billboards in major cities. around the world like New York and London, participating in Expo Dubai and producing 677 online contents, etc. This year, with people having the freedom to travel somewhat normally for the first time since the pandemic began, the campaign has returned with a much more powerful arsenal of programs that visitors can physically visit and experience. In particular, now that the Cheongwadae (Blue House) is open for public access, the “Road of Kingship”, which had been titled by Gyeongbokgung Palace in recent years, includes Cheongwaedae (the land of Cheongwaedae constitutes the garden of the north side of Gyeongbokgung Palace) in its program. In addition, this year the Campaign named its first Celebrity Ambassador: actor Kim Min-ha.
■ New places, new faces are added to the “Visit Korean Heritage Countryside” experience
This year’s campaign will use Cheongwadae, which was only recently returned to the public, as a major base of operations, starting with the campaign’s official press conference. First, Cheongwadae will host “Korea On Stage” to commemorate Korea’s National Liberation Day in August. With Cheongwaedae as the backdrop, “Korea On Stage” plans to introduce audiences around the world to the beauty of Korea’s cultural heritage with spectacular performances by artists representing a wide variety of genres, including Gukak (Korean traditional music) and K -pop. Then, in October, an exhibition in Cheongwadae will integrate media art content showcasing the history of Cheongwadae, which is part of this year’s “Royalty Route” program, and provide people with a new and unique experience.
Meanwhile, actress Kim Min-ha, who became a global phenomenon with her role in the hit TV series “Pachinko,” will be the official celebrity ambassador for the 2022 Visit Korean Heritage campaign with video projects making promoting the campaign. As a famous campaign ambassador, Kim Min-ha visited Haeinsa Temple in Hapcheon as part of her journey through the “Mountain Temple Route” to reflect on the legacy of our ancestors through the Tripitaka. Koreana. Her trip to Haeinsa Temple will be included in the “2022 Korean Heritage Campaign Brand Video” (scheduled to be released in the second half of the year), which is set to run on one of Times’ massive billboards. Square, New York.
■ Virtual Humans and Metaverse – Endless Potential and Possibilities for Cultural Heritage Through New Collaboration
The “contactless” (virtual) content produced by the “Visit Korean Heritage” campaign this year has also been refreshed with new faces. The cultural heritage tour program on ZEPETO, a metaverse platform first launched last year, adds new blood through an innovative collaboration with three virtual human siblings, and “Korea In Fashion”, a popular program for the campaign, returns with a new designer as well. Additionally, the campaign looks forward to working with a much wider group of local governments and businesses to deliver new attractions.
First, on June 24, ZEPETO will debut with the campaign “Visit Korean Heritage Campaign x Find the Three Virtual Siblings Ho, Gon, and Haeil!” an event. These three virtual siblings, Ho (昊), Gon (坤), and Haeil (海日), who were created to mirror the appearances of Millennials and Gen Z, have 10,000 followers on Instagram. Late last year, the “Cultural Heritage Tour Campaign” introduced the “Jeju Mythical Landscape Route” and the “Korean Heritage Campaign Public Relations Center”, attracting about 190,000 visitors ( at the end of December 2021). This year, the campaign hopes to build on last year’s momentum and gain a positive response from the younger generation working with Ho, Gon and Haeil. Then, in November, ZEPETO plans to unveil “Namwon Gwanghalluwon”, a new attraction for the campaign, and introduce up to 300 million metaverse platform users worldwide to Korean culture and heritage.
On June 27, the video “Journey for the Best Selfie Ever” featuring Ho, Gon, and Haeil will also be released by ZEPETO. In this video, Ho, Gon, and Haeil visit Suwon Hwaseong Fortress on their journey along the “Road of Royalty”, Gangneung Seongyojang on the “Korean Elegance Road of Kwandong”, Andong Village Hahoe on the “Golden Era Road” and Andong Byeongsan Seowon Confucian Academy on the “Korean Confucian Academy Road” to give people a glimpse of what to expect on their own journeys to enjoy Korean culture and heritage. The video will also be released on a billboard in Times Square in New York on the same day.
Meanwhile, “Korea In Fashion”, which had amassed a massive following while working with designer Tchai Kim over the past two years, is collaborating with designer Kim Ri-eul of “Rieul” brand for this campaign. year. “Korea In Fashion” has garnered 650,000 YouTube views and 700,000 clicks with its photos, effectively suggesting Hanbok as a fashion choice among younger generations. This year, he plans to showcase new and intriguing aspects of Hanbok again with designer Kim Ri-eul, known for his Hanbok fabric costumes worn by BTS and Zico. A video of Korean-themed outfits filmed in and around the “historical Baekje area” will be released via outdoor advertising in Tokyo, Japan in October.
Additionally, pop artist Hong Won-pyo, known for his characters in “Barabapa,” is joining the “Visit Korean Heritage” campaign this year. This year’s campaign will feature its characters, portraying the main attractions of each of the campaign’s programs in a cute and charming way, in some of its specials. In addition, in the second half of the year, the campaign plans to launch a limited edition drink – “Visit Korean Heritage Campaign X Haneul Bori” – developed in collaboration with Woongjin Foods, new content developed with K-channel CJ ENM’s POP “Studio Choom”, and a World Heritage Festival related event with S-Oil.
■ The dawn of the post-COVID-19 era! 2022 is the year we can all actually visit our cultural heritage sites!
The “Visit Korean Heritage” campaign monitors previous events every year to improve them. This year, to physically bring more visitors to its attractions for the first time since the COVID-19 outbreak, the Campaign is looking to host a variety of events featuring unique and compelling stories behind our culture and heritage.
This year, the Campaign is launching its new “Traveller’s Passport” and “Traveller’s Kit” which includes cameras and picnic mats that they may need while traveling to various cultural and heritage sites. In September, the campaign will launch a collaborative product (Haneul Bori drink) with Woongjin Foods, and a joint event featuring Korail Tourism Development’s seaside trains along the “Gwandong Korean Elegance Route”. Then, in October, the Campaign will launch a program focusing on Korean Royal Confectionery (Kohojae) and Korean traditional culture in Tokyo, Japan, specially designed to attract Japanese tourists with the help of the Korean Cultural Center in Japan.
* Kohojae (高好齋): “The home of those who love old things”, the high-end Korean royal confectionery brand owned by Korea House
Meanwhile, Incheon International Airport is reopening its public relations center for the “Visit Korean Heritage” campaign. The PR Center, which opened for three months last year (August-October), returns with enhanced content to welcome domestic and overseas travelers with an immersive video exhibit showcasing the “10 Travel Itineraries” in digital and interactive format. other facilities to enhance the immersive experience. With AR/VR and interactive content incorporating immersive technology at Incheon International Airport’s Passenger Terminal 1, the campaign hopes to offer creative new ways to interpret Korean culture and heritage, and give visitors a great insight. Korean cultural heritage with advanced and sophisticated visuals. .
The Campaign will also continue its work to share its content from local festivals. The “World Heritage Festival” will be held in Andong, Yeongju (both in Gyeongsangbuk-do), Suwon Special Metropolitan City and Jeju Special Self-Governing Province from September to October with a wide variety of programs including concerts , historical re-enactments, exhibits and experiences centered on UNESCO World Heritage Sites in Korea. “World Heritage Media Art”, which combines cutting-edge digital and computer technology with Korean cultural heritage, is a collection of eight productions featuring Suwon Hwaseong Fortress, Buyeo Busosanseong Fortress, Gongju Gongsanseong Fortress, Temple Site Iksan Mireuksa, Gochang Dolmen Site, Yangsan Tongdosa Temple, Hamyang Namgye Seowon Confucian Academy, Jeju Volcanic Island and Lava Tunnels. The “World Heritage Festival” will unveil these programs produced by each municipal government in the second half of 2022.
The Cultural Heritage Administration and the Korean Cultural Heritage Foundation will work hand in hand to give more people the opportunity to enjoy Korean cultural heritage in order to promote the value of Korean cultural heritage to people around the world.
More details about the “Visit Korean Heritage Campaign” can be found on the official campaign website (https://chf.or.kr/visit), YouTube channel (@koreanheritage) and Instagram account (@visitkoreanheritage) .
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