Many of the videos feature modern adaptations of traditional Korean folk music, while media personalities, singers, and dancers perform in iconic or scenic locations.
A mini-series featuring songs selected by K-pop group BTS was released in October to November 2022.
The campaign has been met with acclaim for its mix of traditional and modern elements of Korean culture, and has accumulated hundreds of millions of views total across various platforms.
[34] The video was also played on billboard ads in the United States, Britain, Singapore, Thailand, Japan, and Qatar.
[36] Lebawit Lily Girma of Skift called it a "clever, energy-packed message for travelers as to what makes the destination stand out from a cultural and outdoor standpoint, whether it’s Seoul’s vibrant fashion-clad streets and residents of all ages, or Korea’s surfing towns and islets contrasting against its rural daily life scenes".