Korean Air and BBC Launch Branded Content Series Highlighting Korean ‘Excellence, Dedication and Mastery’

Korean Air has launched “Heart of Korea”, a branded content series on the BBC Storyworks advertising content platform aimed at celebrating modern South Korean creative culture.

“The branded content we have created for Korean Air highlights incredible stories which epitomize excellence, dedication and mastery,” said Katy Xu, vice president of Greater China & North Asia, BBC Advertising. “It enables the brand to deliver their message to audiences in a meaningful and memorable way.”

Read More: Korea Ditches ‘Creative Korea’ Slogan Amid Plagiarism Charges and Corruption Connections


The series of written content, and later videos, looks to expand people’s awareness beyond what is typically associated with the Korea brand, such as K-pop, Taekwondo, kimchi and the Gangnam district –though some of those are worked in there, too.

Each content piece features an people from Korea’s creative culture, focusing on the pursuit of mastery in areas such as design, writing, balancing objects, cooking, athletics, and an opening piece, Best Face Forward, featuring influential Korean make-up artist, Jung Saem-mool.

Korea Makeup Artist Jung Saem-mool (Image: BBC)

In terms of branded content, the BBC-created prose is not overly flowery and does a good job relaying some interesting tales in a journalistic tone that will likely engage audiences.


Jung Saem-mool is an artist with skin as her canvas. She experiments with colours, textures and lines. Her aim is not to create a look that is strikingly different from the face she sees before her, but rather to enhance what is already there.

Regarded as South Korea’s most influential make-up artist, Jung has been at the forefront of the beauty industry for nearly 30 years. Inspired by artists including Warhol, Dali, Matisse, Picasso and her mother, Jung has gone from humble beginnings in a small make-up studio to owning her own cosmetics brand, hair salons and an art and beauty academy.

As for Korea’s national treasure -kimchi- it’s given its fair due.

To the unfamiliar, all kimchi may taste the same. Not to Koreans who can detect an entire story of origin behind the kimchi they eat. Kimchi recipes are handed down from grandmother and may vary based on family preference, local ingredients and heritage.

The end game for each of the branded content pieces is to get visitors to engage with Korean Air through interactive calls to action –and hopefully book passage to land on South Korean shores.

“We know that audiences love and trust BBC content, and this is very important for high profile brands like Korean Air,” said Xu.

A dog-friendly cafe in Seoul. (Image: BBC)

‘Heart of Korea’ will additionally air in a series of five four-minute programs and one 23-minute compilation as part of the ‘Heart of Asia’ series which will return in November to BBC World News.

You can view all of the Korean Air branded content series on the BBC Storyworks site here.



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