Wikipedia

Feel the Rhythm of Korea

Feel the Rhythm of Korea is a marketing campaign run by the Korea Tourism Organization, a government agency of South Korea. Each of its videos showcases one or more locations in the country. Many of the videos feature modern adaptations of traditional Korean folk music, while media personalities, singers, and dancers perform in iconic or scenic locations.[1]

Its first season of videos ran between 2020 and 2021. Its second season began in September 2021[1] and ran until 2022. A mini-series featuring songs selected by K-pop group BTS was released in October to November 2022.

The campaign has been met with acclaim for its mix of traditional and modern elements of Korean culture, and has accumulated hundreds of millions of views total across various platforms. The first video alone accumulated over 200 million views within a few months of its release.

The full songs composed exclusively for the advertising campaign have also been released. In September 2021, the album Feel the Rhythm of Korea Part 1[2] and the two-track single Feel the Rhythm of Korea Part 2 were released.[3]

List of videos

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Location Date Featuring Notes Ref
Seoul July 29, 2020 Leenalchi – Music

Ambiguous Dance Company – Dance

Pop cover of the Pansori song Tiger is Coming [ko] [4]
Busan July 29, 2020 Leenalchi – Music

Ambiguous Dance Company – Dance

Pansori-style pop song "A Fish Map" (어류도감) [5]
Jeonju July 29, 2020 Leenalchi – Music

Ambiguous Dance Company – Dance

Pansori-style pop song "Catch a Rabbit" (좌우나졸) [6]
Andong October 13, 2020 Leenalchi – Music

Ambiguous Dance Company – Dance

Pop cover of part of the Pansori story "Sugungga" [7]
Mokpo October 13, 2020 Leenalchi – Music

Ambiguous Dance Company – Dance

Pop cover of the folk song "Pungnyeonga" [8]
Gangneung October 13, 2020 Leenalchi – Music

Ambiguous Dance Company – Dance

Pop cover of part of the Pansori story "Sugungga" [9]
Incheon March 21, 2021 Leenalchi – Music

Ambiguous Dance Company, cast of 2 Days & 1 Night– Dance

Pop cover of part of the Pansori story "Sugungga" [10]
Busan & Tongyeong September 2, 2021 Sogumm – Music [11]
Daegu September 2, 2021 Big Naughty – Music

GroovyRoom – Music production Emet Sound – Dance

Hip-hop cover of folk song "Kwaejina Ching Ching Nane" [12]
Seoul September 2, 2021 PH-1 – Music

GroovyRoom – Music production

Hip-hop cover of Pansori song "Sarang Ga" [13]
Suncheon September 2, 2021 Trade L – Music

GroovyRoom – Music production

Hip-hop cover of folk song "Sae Taryeong" [14]
Gyeongju & Andong September 2, 2021 Woo Won-jae – Music

Sogumm – Featured Gray – Music production

Hip-hop cover of folk song "Ganggangsullae" [15]
Gangneung & Yangyang September 2, 2021 Jay B – Music

GroovyRoom – Music production

R&B cover of folk song Niliria [16]
Seoul September 2, 2021 GEMINI – Music

GroovyRoom – Music production

Hip-hop cover of folk song "Arirang" [17]
Seosan September 2, 2021 Woodie Gochild – Music

GroovyRoom – Music production

Hip-hop cover of folk song "Ong Heya", video reference to franchise Mad Max [18]
Mokpo November 3, 2021 Mommy Son – Music

Coe – Music production

Hip-hop cover of folk song "Pungnyeongga" (풍년가) [19]
Jeonju November 3, 2021 Wonstein – Music

Coup D'état – Music production

Hip-hop cover of folk song "Taepyeong Ga" [20]
Yeosu May 20, 2022 Lee Hyun, Solji – Music Orchestral song and video reference the Pirates of the Caribbean franchise, as well as turtle ships [21]
Pyeongchang May 20, 2022 Piano cover of "My Grandfather's Clock" [22]
Incheon May 20, 2022 Lee Hyun – Music [23]

Feel the Rhythm of Korea with BTS

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A mini-series was released in October and November 2022 that featured songs chosen to represent each location by Suga and Jimin of the K-pop group BTS.[24]

Location Featuring Notes Ref
Busan Cho Yong-pil – Music 1972 blues song "Come Back to Busan Port [ko]" [25]
Daejeon Songgolmae – Music 1982 rock song "You, I Happened to Meet" [26]
Pohang Drunken Tiger – Music 1999 rap song "This is Hiphop!" [27]
Jeju Park Sung-yeon [ko] – Music 2016 jazz song "The Wind is Blowing", Park died in 2020 and was known as the "Godmother of Jazz Music", and opened the first jazz-only club in the country in 1978.[28] [29]

Success and acclaim

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Many of its videos have garnered dozens of millions of views each.[30] The July 2020 first video in the series, covering the capital city Seoul and featuring pansori–hip hop fusion music by Leenalchi and dance by the Ambiguous Dance Company (Korean: 앰비규어스댄스컴퍼니), received over 200 million views across several platforms by October 2020.[31] The video led to a boom in popularity for both Leenalchi and the Ambiguous Dance Company, with the latter going on to collaborate with British band Coldplay in their music video for the song "Higher Power".[32]

An October 2022 video covering the city of Busan that featured K-pop group BTS received four million views on its first day,[33] and surpassed 100 million views by December of that year.[34] The video was also played on billboard ads in the United States, Britain, Singapore, Thailand, Japan, and Qatar.[35]

Videos in the campaign have been praised by international and domestic observers.[36] Lebawit Lily Girma of Skift called it a "clever, energy-packed message for travelers as to what makes the destination stand out from a cultural and outdoor standpoint, whether it’s Seoul’s vibrant fashion-clad streets and residents of all ages, or Korea’s surfing towns and islets contrasting against its rural daily life scenes".[37]

In March 2021, the head of the KTO and organizer of the campaign Oh Chung-seop (오충섭) received a presidential award in recognition of the success of the campaign. By the time of the award, the videos had received over 600 million views on YouTube and Facebook.[38]

References

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  1. ^ a b Hae-yeon, Kim (2021-09-06). "Promoting tourism with mix of Korean hip-hop, folk music". The Korea Herald. Retrieved 2023-09-13.
  2. ^ "New Music Friday – SARAN, 'Feel The Rhythm Of Korea Part 1' & More". HipHopDX. 2021-09-16. Retrieved 2023-09-13.
  3. ^ Feel the Rhythm of Korea, Pt. 2 - Single by Woo & sogumm, 2021-09-27, retrieved 2023-09-13
  4. ^ "Feel the Rhythm of KOREA: SEOUL". YouTube. July 29, 2020. Retrieved 2023-09-12.
  5. ^ "Feel the Rhythm of KOREA: BUSAN". YouTube. July 29, 2020. Retrieved 2023-09-12.
  6. ^ "Feel the Rhythm of KOREA: JEONJU". YouTube. July 29, 2020. Retrieved 2023-09-12.
  7. ^ "Feel the Rhythm of KOREA: ANDONG". YouTube. October 13, 2020. Retrieved 2023-09-12.
  8. ^ "Feel the Rhythm of KOREA: MOKPO". YouTube. October 13, 2020. Retrieved 2023-09-12.
  9. ^ "Feel the Rhythm of KOREA: GANGNEUNG". YouTube. October 13, 2020. Retrieved 2023-09-12.
  10. ^ "Feel the Rhythm of KOREA: INCHEON 필 더 리듬 오브 코리아 인천". YouTube. March 21, 2021. Retrieved 2023-09-12.
  11. ^ "Feel the Rhythm of Korea - Busan&Tongyeong". YouTube. September 2, 2021. Retrieved 2023-09-12.
  12. ^ "Feel the Rhythm of Korea - Daegu". YouTube. September 2, 2021. Retrieved 2023-09-12.
  13. ^ "Feel the Rhythm of Korea - SEOUL1". YouTube. September 2, 2021. Retrieved 2023-09-12.
  14. ^ "Feel the Rhythm of Korea - Suncheon". YouTube. September 2, 2021. Retrieved 2023-09-12.
  15. ^ "Feel the Rhythm of Korea - Gyeongju&Andong". YouTube. September 2, 2021. Retrieved 2023-09-12.
  16. ^ "Feel the Rhythm of Korea - Gangneung&Yangyang". YouTube. September 2, 2021. Retrieved 2023-09-12.
  17. ^ "Feel the Rhythm of Korea - SEOUL2". YouTube. September 2, 2021. Retrieved 2023-09-12.
  18. ^ "Feel the Rhythm of Korea - Seosan". YouTube. September 2, 2021. Retrieved 2023-09-12.
  19. ^ "Feel the Rhythm of Korea – MOKPO (by 마미손)". YouTube. November 3, 2021. Retrieved 2023-09-12.
  20. ^ "Feel the Rhythm of Korea – JEONJU (by 원슈타인)". YouTube. November 3, 2021. Retrieved 2023-09-12.
  21. ^ "Feel the Rhythm of Korea - YEOSU". YouTube. May 20, 2022. Retrieved 2023-09-12.
  22. ^ "Feel the Rhythm of Korea – PYEONGCHANG". YouTube. May 20, 2022. Retrieved 2023-09-12.
  23. ^ "Feel the Rhythm of Korea – INCHEON". YouTube. May 20, 2022. Retrieved 2023-09-12.
  24. ^ "Feel the Rhythm of Korea 2022". Travel Korea with BTS (in Korean). Retrieved 2023-09-13.
  25. ^ "Feel the Rhythm of Korea with BTS – BUSAN BLUES". YouTube. October 19, 2022. Retrieved 2023-09-12.
  26. ^ "Feel the Rhythm of Korea with BTS – DAEJEON ROCK N ROLL". 2022-10-19. Retrieved 2023-09-12.
  27. ^ "Feel the Rhythm of Korea with BTS – POHANG HIPHOP". YouTube. 2022-10-26. Retrieved 2023-09-12.
  28. ^ Eun-byel, Im (2020-08-24). "Jazz legend dies at 77". The Korea Herald. Retrieved 2023-09-13.
  29. ^ "Feel the Rhythm of Korea with BTS – JEJU JAZZ". YouTube. 2022-11-07. Retrieved 2023-09-12.
  30. ^ "This viral Korea tourism video has over 30 MILLION views (VIDEO)". Vancouver Is Awesome. 2023-09-12. Retrieved 2023-09-13.
  31. ^ "'Feel the Rhythm of Korea' promotional video goes viral with over 200 million views". Allkpop. 2020-10-02. Retrieved 2023-09-13.
  32. ^ "Coldplay unveils 'Higher Power' music video featuring Korean dance company". The Korea Herald. 2021-06-09. Retrieved 2023-09-13.
  33. ^ "Busan tourism PR video with BTS breaks 4M views on 1st day". Korea.net. 2022-10-21. Retrieved 2023-09-13.
  34. ^ Lee, Jae-lim (2022-12-15). "Promotional video of Daejeon with BTS's Suga and Jimin surpasses 100 million views". Korea JoongAng Daily. Retrieved 2023-09-13.
  35. ^ Kim, Eun-jung (2021-11-02). "South Korea's tourism campaign with original soundtrack amasses over 240 million total views". Yahoo News. Retrieved 2023-09-13.
  36. ^ Footer, Mark (2023-02-08). "Opinion | Why Korea makes the best tourism videos, putting 'Hello Hong Kong' to shame". South China Morning Post. Retrieved 2023-09-13.
  37. ^ Girma, Lebawit Lily (2021-10-04). "South Korea's New Tourism Campaign With 161 Million Views Online Already". Skift. Retrieved 2023-09-13.
  38. ^ Jun, Ji-hye (2021-03-18). "'Feel the Rhythm of Korea' series planner earns presidential award". The Korea Times. Retrieved 2023-09-13.
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