"The real Joseon-era Saja Boys have appeared."
At Incheon Airport, the royal court officials who reenact palace life and royal martial arts from the Joseon Dynasty as part of "Walk of the Royal Family" drew attention by striking the so-called "Saja Boys pose." This is a kind of meme inspired by the global success of the Netflix animated film "K-Pop Demon Hunters" (Kedeheon).
According to the National Heritage Promotion Agency on August 12, a Reels video titled "Incheon Airport Walk of the Royal Family Boys, Real Demon Hunters" was posted on the Instagram account of the Korean Traditional Culture Center at Incheon International Airport the previous day. The video features the cast members of "Walk of the Royal Family" imitating the signature pose of the boy group Saja Boys from Kedeheon.
The royal court officials from the cast of "Walk of the Royal Family" are striking the Saja Boys pose at Incheon Airport. Screenshot from the National Heritage Foundation Korean Traditional Culture Center Instagram Reels.
The Korean Traditional Culture Center also posted a witty caption in both Korean and English, saying, "The real Joseon-era Saja Boys have appeared. The king and royal court officials from the National Heritage Promotion Agency's 'Walk of the Royal Family' are guarding the spirit of tradition at the airport." The video garnered over 110,000 views and more than 3,600 likes in just one day.
With the worldwide popularity of Kedeheon, the traditional culture tourism industry has recently been launching a series of related marketing campaigns. The National Heritage Promotion Agency is running various programs, such as a norigae-making experience inspired by the film's main character, as well as selling goods featuring motifs from Ilwol Obongdo and Jakhodo.
There has also been a surge in foreign visitors to the landmarks featured in the film. Seoul K-Medi Center, the traditional medicine clinic depicted in "Kedeheon," saw its monthly visitors jump from around 6,000 to over 20,000. Naksan Park Fortress Trail, Myeong-dong Street, and Bukchon Hanok Village have also become must-visit destinations.
Similarly, the National Museum of Korea, which became popular for its tiger-themed merchandise resembling the character "Duffy" from Kedeheon, recorded 694,552 visitors in July alone-more than double the 338,868 from the same period last year.
According to Creatrip, during the month following the release of Kedeheon on June 20, the transaction amount for hanbok experiences among foreign tourists increased by 30% compared to the previous month. Gyeongbokgung Palace, which appeared in a flashback scene of Saja Boys member Jinwoo, offers free admission to visitors wearing hanbok. However, the hanbok style worn by Saja Boys during their "Your Idol" performance does not meet the requirements for free admission, as both the top and bottom are not traditional hanbok.
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