Countries have different promotional taglines and serious-looking videos to showcase the beauty of their land. South Korea, on the other hand, has a series of dance videos that doesn’t feel like an ad because of how entertaining it is.
‘Feel The Rhythm of Korea’ is the more fun approach to tourist destination promotional videos. It features not only the destinations themselves but also a look into their culture via Pansori music — a traditional Korean genre of musical storytelling.
The music is sung in a chant by LeeNalchi while the Ambiguous Dance Company shows off their exciting yet addicting dance moves. Their style of dance belongs to the realm of contemporary, but it’s still not something that can be easily described. The moves are wild and fluttering, and the outfits of the dancers emphasize that.
It’s actually a nice contrast to Korea’s tourist attractions! It’s also something unexpected to see from a country’s official tourism organization. But the promotional videos have garnered hundreds of millions of views online, and it has inspired a cultural reset.
Released in the time of the global pandemic, ‘Feel The Rhythm of Korea’ started as a series of ads that pop out suddenly online, but now people actually search for it to go to watch it themselves. The series of videos will introduce you to Korea’s tourist destinations in a fun and exciting way, and it even has a couple of easter eggs for those familiar with Korean pop culture.