World leaders groove to a popular K-pop tune in a bid to boost international conference attendance
The South Korean Ministry of Agriculture is making waves in the world of food security and agriculture by employing an unconventional approach to public engagement. This strategy, centred around the global appeal, trendiness, and broad public engagement of K-pop and viral dance challenges, aims to demystify agricultural policies and raise awareness about food security and innovation in agri-food systems.
This innovative approach is evident in the ministry's use of popular K-pop-themed animations like Netflix's K-pop Demon Hunters and viral dance challenges such as the “Soda Pop Challenge.” A recent video uploaded by the ministry features senior spokesperson Jeon Han-young, dressed as a K-pop idol character named Abby, participating in the "Soda Pop Challenge." As of Wednesday morning, the video has surpassed 11,000 views.
The strategy of the ministry seems to be working, as its YouTube channel now has more than 258,000 subscribers, making it the highest among Korea's 19 central government agencies. This is a significant increase from June last year, when the ministry began its push into digital media in response to rising public concern over food prices.
Minister Song Mi-ryeong, a key figure in this approach, started appearing in online videos to explain policy and connect more directly with the public. One of her most notable appearances was in a parody of Netflix's "Culinary Class Wars," where she appeared as competition judge Ahn Seong-jae. The lighthearted video was made to make the 10th APEC Food Security Ministerial Meeting, which will take place in Incheon this weekend, feel "global and current" and encourage public interest. The meeting will bring together officials from 21 Asia-Pacific economies, with the primary goal of discussing food security and innovation in agriculture.
This innovative use of pop culture as a diplomatic and promotional tool illustrates South Korea’s emphasis on cultural soft power to advance agricultural policy goals and global food security awareness. The strategy aligns with a broader Korean government initiative to harness the international popularity of K-culture (K-pop, K-dramas, and collaborations with Netflix creators) to boost engagement not only in tourism but also in sectors such as agriculture and food exports, thus supporting diversified diplomacy and economic expansion.
In summary, the South Korean Ministry of Agriculture is leveraging the global appeal of K-pop and viral dance challenges to create trend-driven, shareable content that can quickly go viral and reach diverse audiences worldwide. By employing characters and themes from well-known K-pop animations, engaging government officials directly in videos, and tying the campaign to major events like the APEC Food Security Ministers’ Meeting, the ministry is humanising policies, adding entertainment value, and emphasising innovation and food security issues in a relatable way. This unique approach is a testament to South Korea’s commitment to using cultural soft power to advance agricultural policy goals and global food security awareness.
In line with the broader Korean government initiative, the South Korean Ministry of Agriculture is incorporating elements of pop-culture, such as K-pop and viral dance challenges, into its digital media strategy to increase public engagement and promote food security. This strategic use of trendy content, including characters and themes from K-pop animations like "K-pop Demon Hunters," showcases the ministry's emphasis on social-media for entertainment and pop-cultural diplomacy.
