The 'National Heritage Visit Campaign,' jointly spearheaded by the Cultural Heritage Administration and the Korea Heritage Foundation, is garnering international attention following a string of prestigious design awards for its media art video. Notably, the campaign achieved a remarkable feat by simultaneously winning the iF Design Award, one of the world's top three design accolades, and the K-Design Award, a leading Asian design honor. This dual recognition unequivocally demonstrates the unique creativity and outstanding quality of Korean national heritage content on a global stage. This achievement is anticipated to serve as a pivotal moment, strengthening the global competitiveness of national heritage through modern reinterpretations.
National Heritage Content Recognized on the Global Stage
The media art video, a central component of the National Heritage Visit Campaign, has received high acclaim from the international design community. At the iF Design Award, it earned top honors in the 'FORM' category, lauded for perfectly embodying the deep symbolism and aesthetic value of national heritage through modern visual language. This recognition underscores its ability to visually reinterpret the beauty of traditional heritage.
Concurrently, at the K-Design Award, a prestigious accolade in the Asian design world, the video was honored as a 'Gold Winner,' placing it among the top 1.5% of entries. This achievement demonstrates that the content possesses not only aesthetic appeal but also artistic merit and creativity, highlighting the potential of national heritage content to lead global design trends.
Harmony of Tradition and Modernity Through 'Heritage in Bloom'
The acclaimed large-scale media art video that secured these international awards is titled 'Heritage in Bloom: The Beauty of Korea.' Produced under the theme, 'Korean National Heritage Blooming Anew Towards the Future,' the video masterfully blends traditional Korean beauty with contemporary sensibilities. Its primary goal is to intuitively convey the charm of national heritage, engaging global audiences and encouraging actual visits to heritage sites.
Notably, this video was also highly praised for its scale and technological prowess, having been realized as a media façade covering the entire exterior wall of the Korea Pavilion at the 2025 Osaka-Kansai Expo. It offered an intensely immersive experience by reinterpreting traditional patterns and colors in a modern way, and through visual transformation effects that made the building exterior appear to come alive. Such an innovative approach has significantly contributed to reimagining national heritage not merely as relics of the past, but as 'new heritage for the digital age.'
The Allure of the 'National Heritage Visit Campaign,' Captivating Audiences at Home and Abroad
The competitive edge of the National Heritage Visit Campaign's content has been demonstrated not only internationally but also domestically. The brand promotion video, 'Korea, A Time Traveler's Story – Changdeokgung Palace,' starring actress Jo Bo-ah, garnered significant attention and won a bronze award in the Digital Video – Short Form category of the Digital Creative section at the '2025 Korea Digital Advertising Awards.' This signifies high praise for both its content planning and its ability to engage with the public effectively.
This particular video integrated a contemporary narrative with the serene beauty of Changdeokgung Palace, allowing viewers to naturally immerse themselves in the stories embedded within the national heritage. Its core intent, which was to reframe national heritage not as museum artifacts but as familiar, living spaces connected to daily life, resonated strongly with audiences.
