Production cost for 3 episodes totals 200 million KRW
Promotion effect maximized with less than half the budget of the first episode
Effective targeting of B premium class and MZ generation... Gaining popularity domestically through overseas word-of-mouth
[Asia Economy Reporter Kim Heung-soon] A Korean tourism promotional video based on the song of the fusion gugak group 'Inalchi Band' has surpassed 300 million views on YouTube and social networking services (SNS), receiving great love from around the world. This achievement is comparable to the record set by the official music video of K-pop star BTS's 'Dynamite,' which has reached 600 million views on YouTube, drawing domestic and international attention as a successful case of new Hallyu content inspired by pansori.
According to the Korea Tourism Organization on the 10th, the 2020 Korean tourism overseas advertisement video, which added choreography by the Ambiguous Dance Company (a contemporary dance group) to Inalchi Band's music, recently surpassed 312 million cumulative views across global platforms such as YouTube, Facebook, TikTok, and Baidu.
The cumulative YouTube views alone, centered on the Korea Tourism Organization's foreign-targeted YouTube channel 'Imagine your Korea,' have exceeded 101 million. A representative from the Tourism Organization explained, "The video, created to attract the interest of potential foreign tourists, has gained word-of-mouth overseas, leading to a steady increase in views on the domestic YouTube channel as well."
The Korean tourism promotional video based on fusion gugak was planned by the Tourism Organization's Brand Marketing Team. Oh Choong-seop, head of the Brand Marketing Team, said, "Until now, the main promotional method was creating S-class commercials featuring Hallyu stars like Big Bang, EXO, Lee Jong-suk, Song Joong-ki, and Yoona, and promoting them through TV or digital media. However, this fandom-centered marketing had limitations in expansion as it attracted interest mainly from certain fans." He added, "To showcase Korea's unique charm, we attempted to produce a 'B+ (B Premium)' level video themed around fusion gugak and rhythm. While aiming for B Premium, we focused on reflecting the demands and tastes of the MZ generation (Millennials + Generation Z)."
The videos were first released at the end of July in three parts featuring Seoul, Busan, and Jeonju. The concept involves members of the Ambiguous Dance Company performing captivating repetitive dances while moving through major tourist sites in each region, set to background music from Inalchi Band's first album tracks such as 'Beom Naeryeonda,' 'Eoryudogam,' and 'Jwau Najol.'
The total production cost for the three videos was about 200 million KRW, reportedly less than half the cost of producing one existing S-class commercial, yet achieving significant impact. In response to requests to introduce more tourist destinations, the Tourism Organization additionally released videos featuring Andong, Gangneung, and Mokpo last month. Overseas users left positive comments such as "I will fly here once the COVID-19 pandemic ends" and "Content that I keep watching without getting tired." Secondary content like parodies and advertisement explanations by individual YouTubers has also emerged.
Due to this effect, the music of Inalchi Band has also been used to convey government policy directions. A representative example is the 'Korean New Deal' radio advertisement launched by the Ministry of Culture, Sports and Tourism on the 9th. The song 'Beom Naeryeonda' was rewritten to include the core messages of the Korean New Deal. The Ministry introduced it by saying, "We transformed what could have been a stiff government policy into sophisticated and lively music so that anyone can listen, enjoy, and understand it without burden."
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