Haru : An Unforgettable Day in Korea – Korea Tourism Organization campaign 2010

Earlier this fall, the KTO launched an “interactive” campaign to promote tourism in Korea, titled “Haru” (which means “one day” in Korean).

I had already noticed that campaigns promoting tourism in Korea (and in Seoul) usually featured popular Hallyu stars (비, 동방신기, 이병현, …), but I hadn’t seen this specific “interactive” kind of campaign before. It guess this creativity is due to the fact that Korea is eager to become a major tourism destination, competing with its powerful and attracting neighbours (Japan, and China).

KTO interactive campaign poster.

“Interactive” campaign, you said ?

So, how interactive is this campaign ?

The campaign consists in an approximately 24 minutes-long (basically one minute of movie equals one hour in the story, to make it 24 hours) “mini-drama” featuring some of the current top Hallyu names (singers and actors).

The story follows different characters, both in Seoul and in the Korean countryside. There’s the scenarist (played by LEE Da-Hae) with her actor boyfriend (played by U-know), who meets a young photographer (played by KIM Bum) on the train in the Korean countryside ; there’s also the two characters she is writing about – a great chef, and a fashion designer (played by PARK Si-Hoo and HAN Chae-young ) ; and there’s the idol group (BIGBANG, playing themselved) going to a entertain school children in the countryside after their school has closed.

While you watch the drama, there are times when you can click on the video, to make travel tips appear. These tips are about activities you can do while in Korea, Korean food, Korean cosmetics, music festivals, places to visit, fashion, cool places to hang out, shopping, things to do and see in the countryside…

When you click, a tag is saved, and the goal is for you to find the 24 tags in the movie. You can also create your own travel book once you have found at least 5 tags. Plus, you can create a “making-of” film featuring yourself among the 10 Korean stars featured in the campaign. And you can also download high quality wallpapers of the campaign, screensavers, …

The ultimate bonus is that you can enter a contest to win a trip to Korea, items from the stars and featured in the drama. AND, if you participate in the survey, you can win a SAMSUNG digital camera.

They didn’t lie when they said “interactive”.

HAN Chae-Young in Haru

A campaign aimed at a specific audience

I can’t help to think that this campaign is not really targetting people who have no special interest in Korea in order to make them interested, but is designed to attract people who have already been exposed to Korean entertainment and who would be more likely to be interested than people who have little knowledge about modern-day Korea.

Why do I think so ?

Well, first of all, the campaign is available in Chinese, Japanese and English languages only. And guess what ? Japanese and Chinese people represent a great part of tourists coming to Korea (as far as I know). And English-speaking people make the most part of Western people in Korea. While South-East Asian people are also potential tourists (thanks to the Hallyu), I guess they bring less money to Korea than, say, Japanese tourists. I remember seeing places in Seoul that were clearly targeted at Japanese tourists : shopkeepers could speak Japanese, there were things written in Japanese, ads featuring actors from Korean dramas that are very popular in Japan, …

Secondly, the campaign features Korean stars who can only be recognized by people who have at least some interest in Korean entertainment. For example, U-Know was a member of the extremely popular idol group DongBangShinKi – an idol group that was very popular in Japan. KIM Bum acted in a very popular drama in early 2009 – a drama that had a huge success all throughout Asia, and  even became one of the first dramas broadcasted on the first Internet platform offering legal viewing of Korean dramas in the USA. And I already talked about BIGBANG on this blog – currently one of the most popular, trend-setting idol group in Korea and Japan (and famous all over Asia and beyond).

Finally, thinks like Korean cosmetics or its fashion are not really widely known all around the world (at least as far as I know, please correct me if I’m wrong), but probably already have some success in Asia (I remember reading articles about “health tourism” in Korea – another interesting subject).

PARK Si-Hoo in Haru

Interesting points about the campaign

Surprisingly, the campaign promotes both “urban” Korea, and the Korean countryside. Most young people interested in Korea probably mostly see it as an urban and modern country, and this campaign can make them aware of the hidden beauties of the whole country, not just its big cities. On the other hand, some Western people would probably see Korea through its cultural heritage, History, traditions, and the campaign can make them realize that Korea is also a modern and dynamic country.

The “drama” idea is really interesting, considering that dramas are a huge part of the Hallyu success. Again, people who are not familiar with Korean entertainment would probably not see this as a familiar point… but it sure rings a bell for any fan of K-entertainment !

Also, targetting this campaign at people who already have been in touch with something about Korea instead of people who haven’t is an interesting strategy. The KTO is not trying to “convert” new people to Korea, but is rather trying to work on its “fanbase”, by making them maybe more “addicted”, if you get what I mean…

And the interactivity of this campaign sure makes it stand out ! I don’t know much about other countries’ campaigns to promote tourism though … Got any campaign to share ?

I wonder if this campaign will make more people come and visit Korea …

Does it make you want to go there ?

 

BIGBANG's TOP in Haru

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All pictures used in this article are owned by the Korea Tourism Organization. They are taken from the campaign website.

Korea and the world – culture and entertainment – the Hallyu – part 2 : development

This article is the second of the “Korea and the world – culture and entertainment – the Hallyu” series. The first part (about what the Hallyu is) can be found here.

This article is based on what I experienced, noticed and learned about the Hallyu, so it is only partial and somehow biased. Since it is still quite a new phenomenom (about 10 years-old), I haven’t found much thorough studies about it (but I warmly welcome any such work you might send me !). That’s why you are all welcome to contribute to this article through the comment section, in order to make it more complete..

In this article, I try to show how the Hallyu reached countries around the world on different levels.

In France (Europe)

The Hallyu mainly reached France through films. Since Europe is quite far from Asia – and quite different too,  and since the Korean community here is not as huge as it is in the USA, the Hallyu hasn’t really hit Europe strongly yet.

In France, a country in which cinema is important (it is an art), the Korean wave is a Cinema wave. It reached a peak in 2004-2005, with the success of PARK Chan-Wook’s “Old Boy” at the Cannes Film Festival. Still, Korean films are mostly enjoyed by movie-lovers and not the average Joe. It doesn’t help that Korean movies are mostly screened in big cities (sometimes only in Paris), and not always for a long time. The total of Korean films screened in French movie theaters, including co-productions, are : 6 in 2002, 9 in 2003, 10 in 2004, 11 in 2005, 6 in 2006, 7 in 2007, and 11 in 2008 (according to L’annuel du Cinéma 2003, 2004, 2005, 2006, 2007, 2008, and 2009). So it seems that there was a second peak in 2008, but I’m not sure it stayed the same in 2009 (I feel like there were very few Korean films last year).

Number of Korean movies screened in France since 2002

It seems, from what I see, that these past years, Korean cinema mostly appeals to its fans and movie-fans, whereas it once succeeded in reaching a wider audience, in the first half of the 2000’s, with KIM Ki-duk’s movies, IM Kwon-Taek movies, and others, including PARK Chan-wook’s.

It seems that Korean cinema benefited from the interest of French people in Japanese films and culture. This Japanese trend is still on, and started in the 80’s (mainly thanks to the manga and anime Akira). The same people, attracted by Japan, were also usually attracted by Hong-Kong films too. And that’s probably how some Korean films started to gain interest from French moviegoers.

But the music part of the Hallyu doesn’t seem to have reached France (and Europe) that much yet (even though there seems to be more and more awareness about Korean music in several European countries). Most of the youngsters who know about it seem to be of Asian descent. But, thanks to Internet, it seems that there are more “non-ethnic-Asian” people starting to have interest into Korean pop music these past years. It still stays a minor movement, as it isn’t known at all at the national level, but it is there (Japanese music is more widely known, but is still not big enough to have Japanese songs played on national radio networks, so Korean music ….).

And Korean dramas (TV series) are only known by kpop fans, through Internet (at least in France).

If you are from any European country beside France and know about the Hallyu, please tell us about how the Hallyu reached your country.

In North-America (USA, Canada)

Contrary to France, it seems that the Hallyu reached North-America mostly through music (Kpop), and dramas. These past years especially, there’s been more and more signs of a possible big Korean wave hit in North-America : Korean singers trying to succeed in the USA (starting to have some success now in 2010, with concerts of the Wonder Girls and 2PM this spring, Rain winning an MTV award last week, …), Korean top actors and stars playing in US blockbusters with mid-success (LEE Byung-hyun, Rain), the launching of a website officially broadcasting Korean dramas subtitled in English since somewhere around 2008 (only for people in the US), …

Things are probably turning out like this because Korean artists have been trying to conquer the Western market through the USA (and not Europe), and also because of the Asian community in North-America.

If you are from North-America, please let me know more about how the Hallyu reached your country.

In Japan

The Hallyu hit the Japanese shores strongly right at the beginning of the phenomenom, mostly through dramas and music, and is still going quite strong.

Japan is actually (I think) the first country Korean artists seem to try to conquer when they want to expand overseas. Many of Korean top singers are also very famous in Japan, with even some, like BoA, almost considered as Japanese artists (since she’s been working in Japan for a long time, and released many songs in Japanese). I actually saw albums from BoA labelled as “J-pop” in some Japanese music stores … Some of these artists took Japanese names for their promotion in Japan (the most famous one being DongBanShinKi/Tohoshinki). Some new groups even started in Japan before Korea (CN Blue for example) !

It is interesting to notice that Korean artists adapt themselves to the country they try to conquer, by taking a local name for example, but mostly by promoting exclusive songs in Japanese (and not their Korean songs translated in Japanese, even though they also do that), making different music video adapted to the codes of the country, taking part in local shows, changing their fashion style, etc… And it works when they do that !

Still from the drama "IRIS"

About dramas, they are quite popular, and some are even intended to a Japanese audience too (not only Korean) from the very beginning. An example would be IRIS, broadcasted in Korea in late 2009 (while I was there), and that has just been broadcasted this spring in Japan (with new exclusive music, …). The trailer had been released with English subtitles from the very beginning (check it out here). It seems that the drama met quite a success in Japan too. But other dramas are popular in Japan, some being truly Korean, others being Korean version of famous Japanese manga (like the frenzy around Boys Over Flowers, the Korean version of Hana Yori Dango, a beloved manga, in early 2009) or Asian stories.

In China

It seems that Korean dramas and some big Korean singers and groups are very popular in China. A huge concert took place in China this past May, with several famous Korean singers, and it was sold-out very fast.

I don’t know much more about the Hallyu in China though, but it must be visible since the term “Hallyu” comes from Chinese journalists and since China was one of the first countries to be reached by the Korean wave in the late 90s, along with Japan.

If you are from China and would like to share with us about the Hallyu in your country, feel free to do so in the comment section.

In South-East Asia

It seems that pretty much every aspect of the Korean wave has reached south-east asian countries : music, dramas, and movies. I met youngsters fans of Korean singers in Vietnam and Thailand, and I know that youngsters in Malaysia and the Philipines are also huge fans of Hallyu stars and dramas. I also noticed ads using Korean popstars in SEA countries.

If you are from South-East Asia and would like to share with us about how the Hallyu reached your country, feel free to do so in the comment section.

Other countries

It seems (from the Hallyu international fan communities, the fan-subtitles for dramas, the subtitles for official programs of the Korean TV channel promoting Korea, …) that there are also people reached by the Hallyu in Middle-East countries, Europe (Spain, Russia, ..), Brazil, some other South-Amercian countries, and even Africa !! Now, it may still only be a really minor movement in each country, but it is still quite impressive !

If you are from one of these countries and know about the Hallyu, please share with us how it spread in your country through the comment section.

How did the Hallyu spread ?

Nothing really surprising in how the Hallyu spread around the world : it started in Asia, with its closest neighbours (Japan and China), then spread to South-East Asia, North America and Europe on different levels, and finally reached the rest of the world. Feel free to correct me if I’m mistaken here.

The spread of the Hallyu in the world.

Knowing this, many Korean artists are learning Japanese, Chinese and/or English (when in a band, sometimes each member would specialize in one language). I guess Korean is not a global language…

Korean pop-culture got to be known first through Asian TV channels, International Film Festivals and Asian radio channels. But the Hallyu also started when the Internet started to become more widely used, so it also took advantage from that. Actually, nowadays, it’s mostly through Internet that the Hallyu reaches many countries (videos, communities, music, …). And it seems that the Korean entertainment industry knows quite well how to use Internet (no wonder since South-Korea is one of the top high-tech nations) and uses that knowledge to further spread the Hallyu worldwide.

Fasten your seatbelts everyone ~ a big Korean wave might hit you one of these days !

한류 화이팅 !!

The next article of this series will be about some key players of the Hallyu, and the one after should be about strategies using the Hallyu effect.

Korea and the world – culture and entertainment – the Hallyu – part 2 : development by Nathalie VELDHUIZEN is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 3.0 United States License.
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