Kwon Haemi's Video Surpasses 300,000 Views in Just One Day
An SNS promotional video featuring a public official from Andong City Hall in North Gyeongsang Province has sparked an explosive response from the MZ generation, opening up new possibilities for regional marketing.
The main character is Kwon Haemi, a staff member at Andong City Hall. In a recently released cover video titled "Andong Food Rap" on Andong's official Instagram, Kwon parodied comedian Lee Suji's "HamBugi Rap - Sexy Food," showcasing skilled rapping and dancing.
The video wittily introduces Andong's signature specialties?Andong Jjimdak, Andong Soju, Andong Sikhye, and Andong Yam?through clever lyrics. Within just one day of its release, it surpassed 300,000 views and became a major topic of conversation.
Kwon demonstrated high-level performance skills honed through participation in a dance club during her school days, delivering a polished stage. Netizens who watched the video left enthusiastic comments such as, "I've never seen a public official so passionate," "I really want to visit Andong now," and "Even her dancing skills are perfect," reflecting the heated response.
Kwon joined Andong City Hall in 2020 and, since 2021, has been a main cast member on the city's official SNS channel "Makada Andong." With her abundant talent and fresh ideas, she has actively participated in producing various content, taking the lead in promoting Andong.
Andong City has operated its official Instagram account since 2017, and currently has about 35,000 followers.
By producing content featuring public officials and videos highlighting local culture and cuisine, the city has strengthened its "empathy-based promotion" strategy. The success of "Andong Food Rap" is seen as presenting a new model for SNS-based regional marketing.
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