National Heritage Cheong Promotes the Value of Natural Heritage in Downtown Seoul

Expressed in the illustration style of artist Park Dami

The Cultural Heritage Administration will broadcast promotional videos on the electronic billboard at the Shinsegae Department Store main branch in Jung-gu, Seoul, starting from the 26th to raise awareness of the value of natural heritage. The video, titled "Future Value of Korea's Natural Heritage Enjoyed with the People," was co-produced by popular illustrator Park Dami (pen name Peo-eong) and the National Heritage Channel.

The video is a short cartoon of about 30 seconds. It features delicate and lyrical illustrations characteristic of Park Dami, depicting the Ipap trees in Cheongok-ri, Gimhae, the ginkgo trees in Yonggye-ri, Andong, and cranes (all natural monuments), as well as the Myeongokhyeon garden in Damyang (a scenic site), harmonizing with the four seasons.

A Cultural Heritage Administration official explained, "We aimed to provide an opportunity for people to feel familiar with Korea's natural heritage within the urban environment." They added, "In the future, we plan to expand the scope of electronic billboards not only in the Jung-gu area of Seoul but also to representative cultural spaces, tourist, and shopping districts across the country to continuously raise domestic and international interest in natural heritage."

The Cultural Heritage Administration has recently been intensifying its efforts to promote natural heritage. In May and June, promotional videos were also trialed on digital signage in areas such as the Koreana Hotel building and Ilmin Museum of Art in Jung-gu and Jongno-gu, Seoul. Digital signage refers to electronic information display tools used for corporate marketing and advertising. It is also called display advertising boards or digital signboards.