MarketingThe four-member girl group is the destination's latest tourism faces targeting the "MZ generation".

Meet the Brave Girls of South Korea

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The quartet have released five thematic promotional videos to attract visitors with an interest in the Hallyu (Korean) wave.
The quartet have released five thematic promotional videos to attract visitors with an interest in the Hallyu (Korean) wave.

K-pop stars are becoming hot assets for South Korea's tourism marketing efforts.

After tapping the BTS effect, K-pop band Brave Girls are the latest faces for the Korea Tourism Organization (KTO), which will be releasing five promotional videos targeting the "MZ generation".

According to KTO's official statement, the quartet's videos are meant to attract visitors with an interest in the Hallyu (Korean) wave, in particular the millennials and Gen Z (MZ generation).

Themed 'Level Up Your Rhythm of Korea', local musicians were brought in to merge contemporary hip-hop with traditional folk music in the five videos.

Individual members took one 'level' each for selfie-taking, speed, style and time-slipping (going back in time) in various regions across South Korea, before reuniting for the fifth and final video, 'Level Up Your Style'.

The tourism materials were released Thursday, 19 August on KTO's YouTube channel, ImagineYourKorea, and its Facebook page.

More videos and songs will be rolled out to global platforms including YouTube and Spotify in September.

A separate video will also be released to follow up on 2020's theme: 'Feel the Rhythm of Korea', which has gained more than 52 million views on YouTube so far.



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