CHEONAN, Nov. 15 (Korea Bizwire) – In a bold marketing move, South Korea’s South Chungcheong Province has unveiled a promotional video that reimagines its 2.2 million residents as superheroes, garnering significant attention for both its creative concept and its charismatic narrator.
The campaign has sparked particular interest online due to the compelling narration by actor Jung Won-joong, whose deep, resonant voice has captivated viewers. The video’s sophisticated production showcases everyday citizens transforming into superheroes, fighting for positive change in their communities.
Drawing inspiration from Marvel Comics’ iconic characters like Captain America and Spider-Man, as well as Disney+’s popular Korean series “Moving,” the campaign effectively blends entertainment with emotional impact through clever parody elements.
Released on November 13, the “Chungnam Heroes” campaign consists of two versions: a 1-minute-50-second viral video and a 30-second television commercial.
The campaign marks a dramatic departure from South Chungcheong’s traditional, leisurely image, presenting instead a dynamic vision that highlights the province’s ambitious initiatives, including its special economic zone status for carbon neutrality and the Bay Valley Megacity project.
The video opens with atmospheric nighttime city views as Jung Won-joong, known for his roles in dramas like “Agency” and “Law School,” intones: “In this city, there are those who live while concealing their extraordinary powers. We call them…” before revealing the title “Chungnam Heroes” – a subtle nod to the province’s official slogan “Powerful Chungnam.”
The narrative introduces several superhero characters, including CN1, who flies using carbon power – a reference to Chungnam’s pioneering role as South Korea’s first province to declare carbon neutrality economic special zone status in 2022.
This environmental commitment is particularly significant given that 29 of the nation’s 59 coal-fired power plants are located within the province.
Another featured character is Giant Man, symbolizing the province’s expansive vision for development, particularly the Bay Valley Megacity project. (Photo: a screenshot of the promotional video)
Another featured character is Giant Man, symbolizing the province’s expansive vision for development, particularly the Bay Valley Megacity project. This initiative aims to transform the Asan Bay area into a global technology hub specializing in semiconductors, displays, future mobility, and hydrogen economy.
The final hero possesses the ability to see the future, representing the province’s 2.2 million residents and their collective potential to drive innovation.
This character highlights Chungnam’s forward-thinking policies, including smart farm support for young farmers, pension systems for elderly agricultural workers, and comprehensive childcare initiatives.
The province’s innovative approach to declining birth rates has gained national attention, featuring policies such as four-day work weeks for civil servants with children under age 2 and 24-hour childcare facilities in all cities and counties.
To engage residents further, the province is planning various interactive events, including a hero-naming contest, support message events, and an AI-powered personal hero generator. Additionally, a web documentary series featuring real-life “hidden heroes” from Chungnam is in development.
M. H. Lee (mhlee@koreabizwire.com)
