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Asia’s largest ‘AdAsia 2023 Seoul’ successfully held

Song Nara | 기사입력 2023/10/27 [16:54]

Asia’s largest ‘AdAsia 2023 Seoul’ successfully held

Song Nara | 입력 : 2023/10/27 [16:54]

Introducing the ‘competitiveness of K-content’ to advertising and marketing experts from around the world visiting AdAsia 2023 Seoul


 

‘AdAsia 2023 Seoul (Organizing Committee Chairman Kim Nak-hoe)’, Asia’s largest advertising and digital marketing festival with 65 years of tradition, officially opened at COEX in Samseong-dong, Seoul on the 25th.

 

AdAsia has been held every two years since the 1958 Tokyo Games in Japan, and this is the third in Korea, following Seoul in 1984 and Jeju in 2007.

 

                               ▲PMC Production general director Song Seung-hwan giving a lecture

 

Song Seung-hwan, general director of PMC Production, who served as general director of the opening and closing ceremonies of the 2018 Pyeongchang Winter Olympics, and who is giving a lecture at the AdAsia conference today, gave a speech on the topic of 'Global competitiveness of K-content' to advertising and marketing experts from each country at AdAsia 2023 Seoul on the 27th. “The root of the Korean Wave is the support of the Red Devils,” he said, drawing attention.

 

General Director Song Seung-hwan said, “The following year, the drama ‘Winter Sonata’ was aired on NHK in Japan and gained great popularity, and ‘Nanta’ continued its successful Broadway performance in the U.S. with favorable reviews from the New York Times, and concerts by various K-POP idols were held. “It drove all of Asia and the world into a frenzy,” he said.

 

Director Song Seung-hwan is considered the originator of the K-content craze that led the Korean Wave in the 1990s with his original non-verbal play ‘Nanta’. At the 2018 Pyeongchang Winter Olympics, he once again focused the world's attention on Korea as the general director of the opening and closing ceremonies.

 

             AdAsia 2023 Seoul opening cutting ceremony

 

Director Song Seung-hwan cited the Muyongchong tomb mural, which shows five Goguryeo women gathered together and showing the same dance moves, as an example, and said, “We are a people with a strong entertainment temperament,” drawing laughter from the audience. He diagnosed that the sentiment of resentment spread through the 500 years of the Joseon Dynasty, the Japanese colonial period, and the Korean War, but the myth of reaching the World Cup semifinals was an opportunity for the energy of our people to explode.

 

He said, “At the time of planning Nanta, the Korean market was small and it was impossible to make a profit, so exporting overseas was the key, but in the end, language was an obstacle.” “It is in the same context to achieve this,” he said.

 

                 Greetings from Organizing Committee Chairman Nakhoe Kim

 

In addition, while explaining the differences between Korean, Japanese, and Chinese architecture, he also introduced an anecdote about the opening ceremony of the Pyeongchang Winter Olympics, which expressed Korean beauty, janggu dance, and samulnori with passionate rhythm under the concept of 'harmony', a characteristic of Korean architecture. .

 

General Director Song Seung-hwan concluded the lecture by saying, “Today’s young generation is full of pride and confidence in our content,” and added, “I look forward to continuing to spread K-content overseas so that people around the world can share it.”

 개회선언중인 왼쪽 김낙회 위원장과 오른쪽 대회 홍보대사 김연아

             Chairman Kim Nak-hoe, making the opening declaration, and event public relations ambassador Kim Yuna

 

At the last opening ceremony, Chairman Kim Nak-hoe said, “As advertising meets data, platforms, and commerce, a new area is emerging.” He added, “A new horizon for advertising will be opened depending on how AdAsia 2023 Seoul defines a new definition of the advertising industry.” He said.

 

In particular, ‘Figure Queen’ Kim Yu-na, a public relations ambassador for the competition, attracted attention by participating in the opening declaration together with Chairman Kim Nak-hoe.

 

The theme of this year's AdAsia, which has expanded into the digital field, is 'Transform·Play·Connect'. The value of marketing and advertising is not simply selling products, but delivering joy to consumers and improving the world through this. It has the meaning of connecting. AdAsia 2023 Seoul is expected to redefine advertising and marketing in the era of digital transformation and become a venue where world-class experts and companies in the advertising and digital marketing as well as content fields gather to share innovative ideas and success stories. It is also evaluated as an optimal opportunity to revitalize the overseas expansion of Korean digital advertising companies.

 

The official emblem of AdAsia 2023 Seoul was created by applying Korea’s unique patchwork pattern to ‘ㅇㄷㅇㅅㅇ’, the Korean initial consonant of the English name AdAsia. This is the first time in AdAsia's history that an emblem was created using the host country's characters, proving the status of K-advertising and K-content globally.

 

The CMG Awards is an event established and awarded for the first time at this year's Seoul Convention. The Asia Advertising Federation (AFAA) selects organizations, companies, and individuals who have contributed to creating a good society or who have taken the lead in communication that changes the world with creative ideas. do.

 

At the awards ceremony, which was divided into four categories: Advertising Government Agency Industrial Leader Innovation, Indian advertising companies Mullen Lowe Lintas and RK Swamy Private Limited won awards in the Advertising and Government Agency categories, respectively. In addition, INNOCEAN Vice President Kim Jeong-ah won the award in the industrial leader category, and Hyundai Motor Group won the award in the innovation category.

 

Mullen Lowe Lintas, which won in the advertising category, is one of India's largest and most respected communications groups. Through its award-winning ad, Google's voice search helps women improve their lives by changing perceptions of equality and challenging gender bias. They showed creative ideas to help people access information and make their voices heard.

 

RK Swamy, which won in the government agency category, is India's largest integrated marketing service company with over 50 years of experience, and the Indian people, who were passive in consumption and investment due to the coronavirus pandemic, once again have a positive perception of the Indian Department of Financial Services (DFS). He was highly praised and awarded for bringing about change by running a campaign that led to change. On this day, Vice President Narasimhan Subramaniyam, who appeared on stage, expressed his thoughts on receiving the award, saying, “We will strive to have a positive influence not only in India but also around the world.”

 

INNOCEAN Vice President Kim Jeong-ah was the only individual to win the main award in the industrial leader category. Hanwha Group's 'Solar Beehive' campaign, led by Vice President Kim, is the first in Korea to develop a carbon-reducing beehive that supplies all power from eco-friendly solar energy, and contains the message that it is important to respond to climate change by preserving the bee population. Vice President Kim Jeong-ah said, “As an advertising creator, I am happy to have the opportunity to help society and the community,” and added, “I will move forward with a sense of responsibility so that I can create good changes in the world.”

 

Lastly, Hyundai Motor Group won the innovation category for its 'Hills on Wheels' technology campaign, which includes on-site counseling for children victims of abuse and the mobility development process to help them recover from daily life. He received the award in recognition of his delivery.

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