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2020

The attraction of

“Feel the Rhythm of Korea”

20120 Jung, Ah-Hyeon

On July 30th, 2020, the Korea Tourism Organization(KTO) posted a video titled “Feel the
Rhythm of Korea: Seoul” where people traveled around Seoul, dancing and singing. In
addition, they took videos in Busan, Jeonju, Mokpo, Andong, and Gangneung. The “Feel the
Rhythm of Korea” series, a Korean promotional video series, was a great success with about
120 million views as of November 1st.
The “Feel the Rhythm of Korea” series was produced by the Korea Tourism Organization
for foreign tourists. Contrary to the expectation that public relations videos would feature
celebrities or Korean wave idols, the video only featured Korean tourist attractions and dance
teams performing at each place.
The secret of the success behind
“Feel the Rhythm of Korea” is
that it broke the frame of Korean
promotional videos, and showed a
novel harmonization in the middle of
unfamiliarity and familiarity. The Korea
Tourism Organization chose Fusion
Gukak to be the background music for
the promotional videos. Fusion Gukak
is a traditional Korean music where
the sounds of Western instruments
such as bass and drums are matched with more traditional Korean instruments. For “Feel the
Rhythm of Korea: Seoul,” singer Nal-chi Lee's “A tiger is coming” was used as background
music. “A tiger is coming” is a modern reinterpretation of the Korean traditional pansori song
“Sugungga” with a melody of Western electronic music added to it. Not only foreigners but

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