Awareness of contemporary South Korea culture has reached a global audience in the form of K-pop, Taekwondo and the Gangnam district in recent years. But beyond these highly commercialised cultural exports, Korean Air wants the wider world to learn about its thriving children's literature and the many dog-friendly cafes in Seoul, for example.
The airline has recently partnered with BBC Storyworks, the commercial content division of BBC Advertising, to launch the 'Heart of Korea' series as part of the branded digital series 'The Stories Within' on its BBC.com/Culture site. This division has previously produced similar branded content series for HSBC and DuPont.
Ad Nut think that the series is spot on with its focus on three themes that make South Korean culture admirable—its excellence, dedication and mastery (17-step skincare routine, my dear human friends!).
Some of the articles in the series also also delve into identity issues, such as where one's 'Korean-ness' stands if one is a Korean-American. Good stuff.
'Heart of Korea' will later air in a series of five four-minute programmes and one 23-minute compilation under the 'Heart of Asia' series when it returns to BBC World News in November this year.
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