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BTS tourism ad 'EoGiYeongCha Seoul' gets 20M views, behind-the-scenes video released

Find out the meaning of the ad's 'EoGiYeongCha' chant and the iconic locations where BTS shot for the Seoul tourism video

With K-pop being one of the biggest cultural assets for South Korea, the culture and tourism authorities have time and again roped in K-pop idols to promote their campaigns. We’ve had some iconic campaigns like the tourism commercials and song ‘Fly To Seoul (Boom Boom Boom)’ by 2PM that went viral worldwide for ‘Seoul Dream’ campaign in the 2010s. And now we have BTS releasing tourism commercials as honorary global tourism ambassadors for the country.

In their fifth year as ambassadors, BTS participated in Seoul’s latest campaign ‘Your Seoul Goes On’ which is a play on their song ‘Life Goes On’. The Seoul X BTS video for the tourism campaign is titled ‘EoGiYeongCha Seoul’. The Korean word ‘EoGiYeongCha’ is an onomatopoeia (a word that describes a sound) and is used by Korean people as a chant to get strength and energy while they work. An ARMY explained that it is similar to the English chant “heave-ho.” With the video reaching 20 million views, the behind-the-scenes footage has also been released.

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'EoGiYeongCha Seoul X BTS' video

Also known as the 'EoGiYeongCha Seoul X BTS', it was released on September 9 and it crossed 20 million YouTube views on September 16. The tourism video encompasses the diverse charms of South Korea and Seoul with their traditional landmarks, food, outfits and music. BTS themselves were seen in ethnic patterned outfits as the video showcases the rich ancient history and the modern technology that anchors Seoul in the world of luxury travel. Korean experts are seen showcasing traditional dances and martial arts while Jungkook is seen playing the drum.

What is 'EoGiYeongCha'

The ‘EoGiYeongCha’ chant is used as the video's soundtrack to spread the message that people can get over the pandemic and move on together. It reflects the way South Korea has retained a sense of normalcy despite the global lockdown. The ‘EoGiYeongCha’ melody that has been sampled for the video pays homage to the 60s singer Patti Kim from her song ‘Seoul’s Anthem’.

Behind the scenes footage revealed

BTS’ scenes were shot in iconic rooms of the National Museum of Korea. RM is seen in the Silla room while Jin is in the bamboo forest of the museum. Suga is shown at the Gyeongcheonsa Temple Site while J-hope was filmed in the Joseon throne room. In the video, Jimin dances in a room with traditional glass doors and is surrounded by Korean stand lamps. Jungkook can be seen practising on the Korean drum set called ‘Junggo’ while V perfects his gestures with the traditional bamboo hand fan. 

Watch the EoGiYeongCha Seoul X BTS video below.

Watch the behind-the-scenes below.

'Korea's best treasure'

ARMY trended Seoul X BTS as they hyped the release of the behind-the-scenes footage. One fan tweeted, “Namjoon's dragon eyes always hold me captive.” Another added, “Kim taehyung is so cool and handsome in the behind the scenes of seoul x bts! His side profile is beautiful.” One ARMY said, “This Jungkook for Seoul x BTS.” Another posted, “Park Jimin, Korea’s best treasure.” “Looking handsome as always ,” said a J-hope stan. One fan commented, “SeokJin, as the prince of Joseon dynasty.” Another tweeted, “OH MIN YOONGI I'M NOT YOUR STRONGEST SOLDIER....”