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Cultural assets introduced as short-form content Updated: 2021-03-03 13:50:13 KST


This 19th century map has been introduced in a 21st century style.
The features of the 'Daedongyeojido' map, made by cartographer and geologist Kim Jeong-ho in 1861, are presented as if the map is part of an iPad commercial.
The dramatic change in the presentation of a piece of cultural heritage comes through cooperation between the Korea Cultural Heritage Foundation and TBWA Korea the company in charge of domestic commercials for Apple products.

"We have seen so many documentaries on our cultural assets and traditions which I thought were so slow-paced. We wanted to make the stories of cultural assets more simple and direct so we decided to make a 60-second piece of content."

Twelve pieces of one-minute content on Korea's valuable cultural heritage have been made being released one by one on the 'K-heritage TV' YouTube channel.
In order to get viewers interested when short-form content is flooding the media, the director says he made the content as simple as possible, looking to make a strong impression instead of giving complex explanations.

"It is said that all art becomes simple when it reaches the ultimate. In the advertising industry we say 'If you want to give accurate information, go to a class'. If you want to make an advertisement, give a strong impression. If it is memorable, people will find the rest of the information themselves. I needed to think of one sentence that viewers would remember."

A range of cultural assets including Cheomseongdae Observatory and Hwaseong Fortress in Suwon were parts of the project, but the head of the foundation says his favorite is the 'Soswaewon Garden'.

"Who could have ever imagined using only the initial consonants to think of words like garden and nature? I believe this is something only Korean advertisements can do."

"Perhaps this could be a good time to make content about our cultural heritage and let people know its magnificence, when the world's attention is focused on K-pop, K-beauty and K-movies."

Through well-made content on Korea's traditional heritage, the creators hope viewers around the world could become interested in Korean culture.
Kim Bo-kyoung, Arirang News.
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