KOREAZ YouTube Channel Delivers Digital Public Diplomacy as Leisure | Digital Noch

KOREAZ YouTube Channel Delivers Digital Public Diplomacy as Leisure | Digital Noch

Korean tradition is scorching all over the world. Ok-pop stars like BTS, Blackpink, and Stray Youngsters are on the high of the charts and promote out area exhibits all over the world. Squid Sport reached primary on Netflix in 94 international locations, together with the US and the UK. The federal government of South Korea acknowledges the chance to make use of social media to advertise the nation and its tradition to spice up tourism, funding, and goodwill.

The KOREAZ social media channels together with YouTube, Fb, Instagram, and X are run by the Ministry of Overseas Affairs of the Republic of Korea (MOFA), as an efficient type of digital public diplomacy reaching individuals all over the world.

Late final 12 months, I delivered a chat in Seoul titled Well-liked Tradition: From Mass to Area of interest Fandom on the Future Dialogue for World Innovation occasion hosted by MOFA. On the lunch break, I had a possibility to fulfill with a number of individuals from MOFA to study how they use the KOREAZ YouTube channel

“MOFA named the channel KOREAZ because it wished to let individuals know all about Korea, from A to Z,” Dong Jun Chung, Second Secretary, Digital Public Diplomacy Division, MOFA instructed me. “Its major content material consists of the historical past, tradition, data, and insurance policies of Korea, together with present diplomatic points.”

Not like many boring government-run channels, KOREAZ understands tips on how to attain individuals, and particularly younger individuals, with attention-grabbing movies which is why the KOREAZ channel has about 140,000 subscribers as of early 2024.

Reaching younger individuals all over the world with video

For instance, the bi-lingual Korean and English Dive into Korea sequence, a range leisure program by which solid members instantly expertise Korea’s tradition, options lberto, Christian, and Yasmin who’re from three totally different international locations. An outline of an episode launched a couple of weeks in the past with 144,000 views and 13,000 likes as I write this: “Dressed up splendidly for autumn, the trio units out on a mission to Deoksugung Palace, in seek for Western-style buildings. From Jeongdong-gil, which is full of fascinating tales, to the inside of Deoksugung Palace, brimming with traces of Emperor Gojong.”

“English language movies assist us obtain our objectives by delivering our message successfully to audiences from all international locations, given the widespread use of English globally,” Chung says. “We additionally provide closed captioning (CC) in different languages to cater to numerous linguistic wants. For instance, we offer Arabic CC for our Dive into Korea sequence in response to requests from followers of Yasmin, one of many solid members from Egypt.”

Different video sequence on the channel embrace:

  • KOREAZ Lab – introducing Korea’s tradition in contrast with different international locations’ tradition in an experimental format.
  • KOREAZ Weekly – varied public diplomacy actions at Korea’s diplomatic missions overseas.
  • KOREAZ Focus – interview with specialists in particular fields, reminiscent of diplomatic insurance policies, worldwide occasions, and international challenges.

Chung says the MOFA crew in Korea and at diplomatic missions overseas talk instantly with international KOREAZ YouTube subscribers by way of video feedback. In addition they set up in-person youth change occasions.

I additionally love that the identify KOREAZ is attention-grabbing and distinctive on social media and in search engines like google.

MOFA has an in-house studio, the place a crew from the Digital Public Diplomacy Division can movie and edit movies. The planning and conceptualization of KOREAZ movies are dealt with internally by the KOREAZ crew, whereas a few of the filming and enhancing, are achieved in partnership with exterior companies.

“The YouTube channel suits into our broader social media technique as a result of it’s long-form video-friendly,” Chung says.    “In the meantime, as short-form movies (reminiscent of shorts or reels) achieve reputation on social media, we concurrently create each long-form and short-form movies. We usually add solely short-form movies on Fb, Instagram, and X. By doing so, we imagine that customers who watch our short-form movies will hunt down the longer model on YouTube if they continue to be within the matter.”

Video is a major type of communications for individuals all over the world. The MOFA is doing good work utilizing video and social media to amplify Korean tradition. 

New Marketing Mastery

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