Luxury Brands, Game Companies, and K-Pop Idols Dive into Cultural Heritage Marketing
NewJeans Performs at Gyeongbokgung Palace
Last May, the K-pop girl group NewJeans became the first to perform at Gyeongbokgung Palace’s Geunjeongjeon. They donned reinterpreted traditional Korean attire, including Dansam jeogori, Seuran chima, and Daeran chima, paired with beoseon-style shoes, highlighting the beauty of Korean culture.
Disney Collaborates with Korea’s Cultural Heritage Administration
In early June, Walt Disney Company Korea signed an agreement with the Cultural Heritage Administration at Changdeokgung Palace’s Gajeongdang. This collaboration aims to blend Disney characters with Korean cultural heritage, creating diverse content and products for global audiences. Iconic Disney animations like “Beauty and the Beast,” “Frozen,” and “The Little Mermaid” are set to be showcased alongside ‘K-Heritage’ in exhibitions, tourism, and entertainment.
Starbucks Korea’s Commitment to Cultural Heritage
On July 11, Starbucks Korea also partnered with the Cultural Heritage Administration. It pledged to donate 1 billion KRW over the next five years. Additionally, 300 KRW from each product sold at the Hwangudan branch in Seoul will be contributed to a heritage protection fund, along with various heritage preservation activities.
Intensifying K-Heritage Marketing
The competition to leverage ‘K-Heritage’ in marketing is heating up. Alongside global companies and luxury brands, K-pop idol groups are joining the fray. The cultural heritage sector sees Disney’s decision to incorporate Korean heritage as unprecedented, given Disney’s stringent IP policies.
Hermès and Traditional Craftsmanship
In May, replicas of artifacts by master craftsmen were exhibited inside Gyeongbokgung’s Sajungjeon, sponsored by Hermès and Arumjigi. Meanwhile, Chanel has been supporting Korean craft since 2022. And Chanel is partnering with the Yeol Foundation to support intangible heritage artisans and craftsmen for five years. Louis Vuitton showcased ‘K-Food’ through a high-end Korean cuisine pop-up restaurant in Seoul’s Cheongdam-dong from November last year to February this year.
Bottega Veneta and Traditional Korean Crafts
Bottega Veneta highlighted traditional Korean shield kites by master craftsman Lee Gi-tae in their ‘Bottega for Bottegas’ project last year. Gucci also created a buzz by hosting a fashion show at Gyeongbokgung Palace’s Geunjeongjeon last May, unveiling their 2024 Cruise Collection in Asia for the first time.
Why K-Heritage?
Why are these brands competitively supporting K-Heritage? Yoon Joo, a cultural heritage commissioner, explains, “The craftsmanship and respect for artisans resonate with the history and pride of luxury brands. The elegance of our cultural heritage aligns with the high-end image of luxury goods.”
Global Strategies Through Cultural Heritage
Cultural heritage, rich in storytelling, is an effective strategy for global companies to integrate deeply into local markets. Porsche Korea reproduced three gifts from Emperor Gojong, housed in Germany’s Hamburg Museum, last year. Riot Games, a US-based game company, has donated 8.4 billion KRW over the past decade to support the repatriation of Korean cultural heritage.
Rising Interest in Korean Traditional Culture
As global K-pop fever drives interest in Korean traditional culture, girl groups are actively incorporating K-Heritage. IVE used hanbok, norigae, and binyeo in their music video for “I Am,” and NewJeans followed BTS’s footsteps by performing at Gyeongbokgung’s Geunjeongjeon last May. Jin Na-ra, director of the Craft Industry Promotion Division, states, “Both international tourists and domestic young adults view traditional culture as chic and trendy. Last year, sales of traditional cultural products, including high-end items like bangjja yugi and hwagak boxes, as well as fans, lamps, and keychains, surpassed 10 billion KRW for the first time.”
Reference: https://n.news.naver.com/mnews/article/023/0003845734?sid=103
