South Chungcheong Province is taking an innovative approach to promote its 2025-2026 "Visit South Chungcheong Year" campaign by enlisting a digitally resurrected pop icon from the past. The province has unveiled "AI Hye-euni in Her Prime," a virtual ambassador created using advanced generative artificial intelligence to embody the youthful image of beloved singer Hye-eun during her 20s.
This groundbreaking initiative, announced on March 26th, marks the first instance in South Korea of leveraging AI to recreate a living celebrity's younger self for promotional purposes. The AI-powered Hye-euni will serve as the face of various key regional festivals, aiming to attract both nostalgic older generations and the trend-conscious MZ generation (Millennials and Generation Z).
The digitally rejuvenated Hye-euni will showcase her vibrant 20-year-old persona, infused with the energetic and forward-thinking spirit of today's youth. Her promotional activities will unfold through a series of three episodes per festival, released on the 'Chungnam Tourism' and 'How Did I End Up Hye-euni?' YouTube channels, commencing on the opening day of each event.
As a virtual YouTuber, AI Hye-euni is slated to introduce ten of the province's flagship festivals, offering viewers an immersive experience of each event. The featured festivals include the ongoing Nonsan Strawberry Festival (March 27-30), followed by the Dangjin Gijisi Tug-of-War Festival (April 10-13), the Asan Seongwoong Yi Sun-sin Festival (April 25-27), the Seocheon Hansan Mosi Cultural Festival (June 13-15), the popular Boryeong Mud Festival (July 25-August 10), the Geumsan World Ginseng Festival (September 19-28), the historically rich Baekje Cultural Festival (October 3-12), the lively Cheonan Heungtaryeong Dance Festival (September 24-28), the flavorful Hongseong Global BBQ Festival (October 30-November 2), and the dynamic Gyeryong Military Culture Festival (in October).
The first promotional content featuring AI Hye-euni was launched on March 27th, coinciding with the start of the Nonsan Strawberry Festival. These videos aim to transport viewers to the heart of the festivities, capturing the vibrant atmosphere and even incorporating retro-style commercials to resonate with different age groups.
Singer Hye-euni expressed her enthusiasm for the project, stating, "I am delighted to introduce the festivals of South Chungcheong, where I spent my childhood, through the AI version of myself in my prime. I look forward to the promotional efforts utilizing this new technology."
A representative from the provincial government highlighted the dual appeal of the initiative, explaining, "This project aims to evoke nostalgia in the middle-aged generation and spark a retro sensibility in the MZ generation. We hope that this novel approach using the latest technology will serve as an opportunity for many people to visit and enjoy the diverse festivals of the province."
By blending cutting-edge AI technology with the enduring appeal of a beloved cultural figure, South Chungcheong Province is betting on a unique and engaging strategy to draw tourists and showcase the rich cultural tapestry of the region during its special "Visit South Chungcheong Year."
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