Even through tribulation, Koreans tend to find humour out of adversity and this mentality has been apparent in Korean culture for ages. Reflecting this characteristic, The Seoul Tourism Organization held the Eogiyeoncha Series to brush off the hard times. As Seoul is a symbolic city of Korea, The Seoul Tourism Organization designed this series not only for the citizens of Seoul, but for whoever is interested in Korea. Eogiyeongcha is a Korean word that people use when they have to use their strength together. The Seoul Tourism Organization named the series Eogiyeongcha to emphasize the act of overcoming adversity together as a nation.
The series consisted of 3 episodes. The first episode was a video that featured BTS, a world-renowned Korean boy band, exploring the city of Seoul. The second episode was a video of a Taekwondo Dance team fighting their way through Seoul. And the last episode was “Eogiyeongcha Seoul Dance Challenge Event”. This was a participatory event. The Seoul Tourism Organization held this event via TikTok to allow anyone to join the last episode.
Seoul City and the Seoul Tourism Organization announced that the “Eogiyeongcha Seoul Dance Challenge Event” finished successfully. Because it’s an era when everyone can easily appeal themselves, the event could gain many participants. “Eogiyeongcha Seoul Dance Challenge Event” was held from October 10th to November 10th. Anyone could easily join the event through TikTok. Participant posted a 15-sec video using the official “Eogiyeongcha” sticker, music, and hashtag, “ #어기영차서울댄스챌린지”(Eogiyeongcha Seoul Dance Challenge). All participants who made a public posting got a branding postcard from The Seoul Tourism Organization.
South Korean Hip Hop musician team, “DPR crew”, produced the official song for the “Eogiyeongcha Seoul Dance Challenge Event”. Also, famous Korean choreographer, “Monika” danced for this event too. HyoYeon, a member of the iconic K-Pop group, Girl’s Generation, and SeulGi, a member of RedVelvet joined this event. Also, famous actor YiKyung Lee and actress Boreum Han danced for this event too. Their appearance at this event attracted K-culture fans from around the world. Sehun Oh, the governor of Seoul city, also accepted the dance challenge to cheer citizens who were fatigued from the pandemic, and it effectively brought up the spirits of the citizens. The governor showed off his moves on TikTok and instantly became a viral sensation.
Popular Korean TikTokers didn’t miss the event. Kkonya, DoctorWho, and JongminOppa, the most famous TikTokers in Korea, participated in the challenge as well. They went live after the challenge to talk with their fans.
Jun Lee, the leader of the Global Marketing team from The Seoul Tourism Organization said, “I want to cheer on the citizens of Seoul. And I hope that the message to smile even through difficult situations will be well delivered.”
Daisy Kim
Asia Journal
