A video parodying the infamous “affair scene” (right) captured during a Coldplay concert was produced by Chuncheon City to promote the upcoming Food Tech Pioneer City Forum, which the city co-hosted with Gwacheon. (Photo source: Chuncheon City YouTube and TikTok capture)
CHUNCHEON, South Korea, July 24 (Korea Bizwire) – Chuncheon City has sparked online buzz by parodying a viral moment from a recent Coldplay concert in the United States, using it to promote an upcoming local event.
On July 23, the city uploaded a short video to its official YouTube and Instagram channels titled “Food Tech Moves in Chuncheon!” In the clip, two men — symbolically named Chuncheon and Gwacheon — embrace like a couple and react with mock embarrassment as a camera zooms in on them, mimicking the much-discussed “affair cam” moment at Coldplay’s Gillette Stadium concert earlier this month.
The parody is a humorous promotion for the “Chuncheon Food Tech Pioneer City Forum,” which will take place on July 25 at Chuncheon City Hall. The event is co-hosted by Chuncheon and Gwacheon, both vying to position themselves as leaders in South Korea’s emerging food tech industry.
The spoof quickly went viral. On Instagram alone, the video garnered over 1.67 million views within a day. Comments praised the cleverness and comedic timing of the campaign, with one user writing, “This is hilarious — public agencies are becoming dangerously addictive with their content.”
The original moment that inspired the spoof featured Andy Byron, CEO of AI startup Astronomer, and Christine Cabot, the company’s Chief People Officer, caught embracing on a stadium jumbotron. Their sheepish reaction, broadcast live, prompted Coldplay frontman Chris Martin to joke, “They’re either having an affair or just shy.” The clip exploded on TikTok and earned Astronomer global attention — not all of it welcome. Some experts warned that the incident, while boosting brand awareness, could damage trust in a reputation-driven industry.
Inspired by the viral moment, imitation “affair cam” skits have begun spreading at sports games and public events across Korea, blending pop culture with local messaging in a new wave of civic marketing.
Lina Jang (linajang@koreabizwire.com)
