It's finally out. Stray Kids Felix, Gong Cha commercial

Hello, this is Korea advertising. 1. Advertisement Background: Gong Cha and Stray Kids Meet The “My Vibe Right Now is Gong Cha” campaign is a brand campaign by global milk tea brand Gong Cha and Felix, a member of global K-pop group Stray Kids. Gong Cha is a brand that has led the popularization of milk tea and is loved by the younger generation. Stray Kids is a group that holds a unique position in both music and performance, representing the emotions of the global Generation Z. This advertisement conveys the message that Gong Cha’s beverages are not just simple food items but also a medium to express ‘vibes’, or emotions and moods. 2. Main Slogan: “My Vibe Right Now is Gong Cha” The main phrase and slogan of the advertisement, “My Vibe Right Now is Gong Cha,” goes beyond the simple meaning of drinking a beverage and delivers an emotional message that Gong Cha represents the emotions of this moment. In particular, the expression ‘공차중’ utilizes a unique Korean wordplay (wordplay) to su...

Park Bo-gum's ad, an emotional branding project that introduces Korea to the world.

1. Planning Intent and Concept

"An emotional branding project to promote Korea to the world."

This campaign, hosted by the Ministry of Culture, Sports and Tourism and the Korea Tourism Organization, aims to convey Korea's charms to global tourists. Featuring actor Park Bo-gum, the short film format beautifully captures Korea's natural beauty, culture, history, and modern charm.

Emotional Storytelling: This project goes beyond simple informational tourism promotion to a cinematic, emotionally engaging narrative that resonates with audiences.

Park Bo-gum's Narration: His soft, warm voice conveys Korea's beauty through the eyes of visiting tourists.

Use of Symbolic Imagery: Traditional hanoks, the Seoul skyline, the Han River sunset, and Korean food create a powerful visual appeal.

This project goes beyond simple tourism promotion and is part of a branding strategy to establish Korea as a "country you want to visit."


2. Visual and Content Composition of the Film

"Korea's Diverse Charms in a Single Film"

(1) Analysis of Key Scenes by Sequence
Introduction (The Moment of Encountering Korea)

Park Bo-gum walks through spaces where tradition and modernity coexist (hanoks, the streets of Seoul).

Narration: "One day, Korea came to me."

Harmony of Nature and the City

The film contrasts Korea's natural landscapes, including Seoraksan Mountain, Jeju Island, and the Han River, with Seoul's nightscape.

It highlights the beauty of each season (cherry blossoms in spring, autumn foliage) to showcase the allure of tourism in all four seasons.

Culture and Tradition

The film captures Korea's vibrant culture, including people wearing hanbok (traditional Korean attire), traditional markets, kimchi-making experiences, and taekkyeon (traditional martial arts).

Hallyu content, including K-pop and Korean drama filming locations, is also introduced.

Modern Entertainment

The film showcases youthful spaces like Hongdae, Itaewon, and Dongdaemun Market, along with Korea's cutting-edge technology (digital media façade).

Emotional Climax

The film concludes with Park Bo-gum smiling and gazing at Korea under the setting sun.

Narration: "Korea is waiting for you."

(2) Video Aesthetics
High-definition filming (4K UHD): Vividly conveys Korean scenery.

Slow motion & time-lapse: Beautifully expresses the passage of time.

Warm colors: Orange and pastel tones are primarily used to emphasize the warmth of Korea.

3. Marketing Strategy and Effectiveness

"Strategy to attract global tourism using Hallyu stars"

(1) Reasons for casting Park Bo-gum
Global recognition: An actor popular overseas thanks to roles in "Reply 1988" and "Juvenile Justice."

Friendly image: His refreshing and warm charm fits well with Korea's image.

Social media influence: His mere appearance can capture the attention of fans.

(2) Target audience
Women in their 20s and 30s: Park Bo-gum's fandom and those interested in Hallyu content.

Travelers who prefer cultural tourism: Those who prefer to experience Korea's unique culture rather than nature.

(3) Promotional Effect
YouTube & SNS Spread: The official video gained attention with over 10 million views.

Spontaneous Media Coverage: It was also featured in international media under the keyword "Park Bo-gum's Korea Trip."

Actual Increase in Tourists: Follow-up reports indicated an increase in the number of foreign tourists visiting Korea following the video's release.

4. Conclusion: A New Paradigm for Korean Tourism

This project is a successful example of maximizing "emotional marketing," unlike conventional tourism promotion. Through the Hallyu star Park Bo-gum, it conveyed Korea's identity in a friendly manner, and by producing high-quality content in the form of a short film, it resonated with global audiences.

Going forward, the Korean tourism industry must evolve beyond simple "tourist attraction promotion" to "storytelling that sells experiences and emotions." "One Day, Korea Came to Me" was a meaningful project that marked the beginning of this.

"When Korea approaches you, feel the emotion."

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