by Omicron, a COVID-19 mutant virus, is making the world uneasy. In a situation where it is unknown how long the spread of the coronavirus will continue, each art group is trying to convey comfort through culture.
‘2021 On The ‘Hallyu Festival (ON: Hallyu Festival)’ ended the month-long campaign in November.
This year’s ‘On: Hallyu Festival’ was integrated with the ‘2021 K-Expo’, a Hallyu event jointly held by related ministries. Various programs such as online K-pop performances using realistic technology, video export conferences, and live commerce further solidified its position as a comprehensive Hallyu expo.
In addition, it confirmed the status of K-content by achieving tangible results such as export consultations and contracts even in the COVID-19 situation.
‘Unite ON: Live Concert,’ which announced the opening of ‘On: Hallyu Festival’ on November 6, was broadcast live worldwide and recorded a total of 1.73354.1 million views.
On this day’s performance, Stray Kids, ITZY, THE BOYZ, SHINee Key, HyunA&DAWN, BamBam, P1Harmony, SECRET NUMBER), Mommy Son, Wonstein, and SURL, and 11 teams of musicians appeared and presented a stage with a unique personalities and charm.
In particular, this performance attracted Hallyu fans’ attention worldwide by adding realistic content technologies such as extended reality (XR) and volumetric. On the stage of ‘3RACHA’ of ‘Stray Kids,’ futuristic cars and bikes are flying, and in the performance of ‘Mami Son,’ an AR Mami Son that is 2-3 times larger than the actual Mami Son appears on the stage and sings together to enhance the atmosphere. I cried.
In addition, musicians such as ‘Stray Kids,’ ‘ITZY,’ ‘The Boyz,’ and ‘BamBam’ communicated in real-time with Hallyu fans worldwide who were exhausted from Corona 19 through interactive fan meetings and delivered messages of comfort and support. ‘Stray Kids’ added meaning to local fans by providing deep emotions and memories through video connection with Conjin One’s Indonesian business center.
In addition, at the online video export conference in which 76 domestic content companies participated, a total of 499 cases with 137 overseas buyers from 11 countries were achieved, with a value of 110 million dollars. The B2C program also achieved remarkable results. Live commerce for character products of ‘Ikonix’ and ‘Roi Visual,’ conducted through Taobao, China’s largest e-commerce platform, recorded a total of 5.95 million views.
In addition, live commerce of K-food and K-beauty products, conducted by ‘Secret Number,’ a group to which Thai-born K-pop artist ‘BamBam’ and Indonesia’s first K-pop artist ‘Dita’ belong, was simultaneously accessed by a total of 7,300 people. It was well-received. The number of views of the promotional video of ‘K-FISH,’ an integrated seafood export brand through ‘Superseller,’ a web entertainment YouTube channel of a popular K-pop group, recorded a total of 120,000 times.
Kim Won-Jung, CEO of Iconix’s China branch, who participated in live commerce through the On: Hallyu Festival, said, “The entry of Korean content companies into overseas markets has been greatly reduced due to Corona 19.” It has been a massive help in providing a breakthrough through this.”
Hyeon-Rae Cho, director of Konjinwon, said, “Through this On Hallyu Festival, I once again realized the power and status of K-content loved all over the world even during the difficult times of COVID-19.” We will actively support the growth of related industries such as K-food and beauty.”
The ‘2021 Hallyu Life Culture Hanmadang Mokoji Republic of Korea (in the future referred to as Mokoji Korea)’, promoted by the Korea International Cultural Exchange Promotion Agency (Director Gil-Hwa Jeong) with the Ministry of Culture, was completed successfully on November 14 with the participation of 5.5 million people from 147 countries.
‘Mokoji Korea’ is a project promoted to expand the base of Hallyu into Korean lifestyles such as Korean food, beauty, fashion, and taekwondo based on the popular culture of Korea, which is popular abroad.
In line with the purpose of ‘Korean lifestyle playground,’ this year, nine famous K-pop singers, including Super Junior Kyuhyun, MONSTA X, and The Boyz, participated as daily evangelists to promote our culture actively communicate with fans around the world. It has contributed to enhancing the positive ripple effect of Hallyu through high-quality content that combines Hallyu and lifestyle.
This year’s ‘Mokoji Korea’ made various attempts to spread new Hallyu content based on Korea’s excellent living culture. To respond to the situation where it is difficult to go abroad due to Corona 19, we have made efforts to increase the accessibility of foreigners by producing content suitable for non-face-to-face media such as web dramas and webtoons and providing them in various languages.
Choi Yu-ri, head of the exchange project team at the Korea International Cultural Exchange Agency, said, “Through ‘Mokkoji Korea’ for the past two years, we have been able to rediscover the value of Korean live flower culture as a driving force for a new Hallyu wave. We will create a place where people can gather, experience, and share life culture.”
