Brave Girls Appointed as Honorary Ambassadors for Korea Tourism

Promotional Video Targeting Hallyu Fans 'Level Up Your Korea Travel Experience' Released on the 12th

Group Brave Girls. (Photo by Korea Tourism Organization)

[Asia Economy Reporter Donghyun Choi] Girl group 'Brave Girls (Beogeol)' will serve as honorary ambassadors for Korean tourism.

The Ministry of Culture, Sports and Tourism and the Korea Tourism Organization announced on the 11th that they have completed the production of five overseas promotional videos this year, using Beogeol as advertising models to attract Hallyu tourists.

Having dominated the music industry as new icons of reverse runs with hits like 'Rollin'' and 'We Ride in the Night' after years of anonymity in the entertainment industry, Beogeol is recently rewriting the success story of binge-watching during the summer season. Amid this, they have emerged as K-pop stars loved not only domestically but also by fans worldwide through performances supporting COVID-19 recovery and delivering messages of hope.

The concept of this advertising campaign, focused on the Southeast Asian MZ (Millennial + Gen Z) generation with high interest in Hallyu, is 'Level up Your Rhythm of Korea,' capturing the feel of a game. Notably, the strategic videos promoting regional tourism to the fullest are themed around five concepts: speed, limits, selfies, time travel, and style. These videos will be released on the 12th at 9 a.m. across various digital channels such as the Tourism Organization’s YouTube and Facebook.

Additionally, the viral videos to be released later are a season 2 of last year's '1 Day 1 Beom Syndrome' campaign, 'Feel the Rhythm of Korea.' Reflecting the opinion that "Pansori is Joseon's hip-hop and rap," which was a hit last year through the collaboration of the Narae Band and Ambiguous Dance Company, this year's season 2 incorporates folk songs into modern K-hip-hop from a 'Local Branding' perspective. Famous Korean hip-hop musicians and rappers participated in the production. The city-specific soundtracks and videos produced are planned to be uploaded to global platforms such as YouTube and Spotify in September.

Oh Choongseop, head of the Korea Tourism Organization’s Brand Marketing Team, stated, “Through these promotional videos, we hope to introduce various regional tourism contents and the brands of each region to the world, revitalizing the local tourism industry in the future.”

This content was produced with the assistance of AI translation services.