NewJeans eating tteokbokki hangs in New York Times Square
July 11th, 2024
NewJeans selected as Korea Tourism advertising model for 2024
Minister of Culture, Sports and Tourism Yoo Inchon appointed K-Pop group NewJeans as the 2024 Korean Tourism Honorary Ambassador on the 11th. The appointment ceremony included awarding the ambassador's certificate of appointment, revealing a Korean tourism advertisement featuring NewJeans, and holding an on-stage interview with the ambassador.
The Ministry of Culture, Sports and Tourism and the Korea Tourism Organization (KTO) have appointed contemporary Hallyu stars such as Lee Jungjae (2023) and BTS (2022) as "Honorary Ambassador for Korean tourism" and have produced and promoted Korean tourism advertisement to the world. Last year, the Korean tourism advertisement "Challenge Korea Lee Jungjae Edition (2023)" recorded 540 million cumulative views, and based on this popularity, the Korean tourism overseas promotion YouTube channel "Image Your Korea" surpassed 1 million subscribers for the first time among the NTO channels around the world in February this year.
Korean tourism advertisement in 2024 target the world's 2030 generations, when looking at foreign tourists, who visited Korea in 2023, 35.6 percent were under the age of 30, and 84 percent were individual travelers. In addition, as the number one reason to become interested in Korean travel was "after encountering Korean Wave content (32.1%)," NewJeans will launched a tourism campaign targeting the younger generations, which accounts for 1 out of 3 visitors to Korea. In particular, the advertisement was produced with a plan called "Koreans' Korea," which is known by search, reflecting the recent trend of tourism in Korea, which people prefer to experience activities in tourist destinations.
Instead of the traditional method in introducing Korean menu one by one, we advice people to go to a traditional market and eat Kimbap dipped in tteokbokki soup, enjoy it with cup ramen after hiking, or eat Chungmu Kimbap at the beach. In addition, in this advertisment, reflecting the global popularity of the Korean language and culture, NewJeans speaks in Korean and recommend courses such as 'Choncance', 'Cafe tour', and 'Jagae Cafe' are displayed on the screen in Korean design.
In addition to the overseas advertising series featuring Hallyu stars, the Ministry of Culture, Sports and Tourism and the corporation will also produce planned advertisements that will bring word of mouth, such as the previous film"The Burn Is Coming Down," and videos that will introduce famous content creators (influencers) to Korea on their own experiences. This year, in line with media changes, the company will also plan a new "K100" short-form video series, introducing 100 people's recommendations on what to do in Korea. Five members of NewJeans will also participate, with ∆ Minji says "Try eating Kimbap dipped in tteokbokki soup," ∆ Danielle says "Chicken is half seasoned and half fried," ∆ Hanni says "One photo per day is popular in Korea," ∆ Haerin says "If you are a fan of K-Cultures, please visit Hiker Ground," and ∆ Hyein says "You can even make customized cosmetics in Korea."
The advertisement featuring NewJeans will be released for the first time on July 11th on the Korean tourism YouTube channel (Imagine Your Korea). It will also be broadcast on electronic display on boards in 12 cities around the world, starting with Times Square in New York, Tokyo, Shanghai, Bangkok, Dubai, and Mexico City. During the Paris Olympics, short-form video contents will be screened on digital screens throughout the city.
Original article: 매일경제
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