aespa Karina's Gwanghwamun Beauty Stuns
To celebrate aespa member Karina's birthday on April 11th, a large-scale support advertising project was carried out, led by her Chinese fandom. This advertisement was executed in various forms at major locations in Seoul and the metropolitan area, leaving a remarkable record in terms of scale and symbolism.
Notably, fan advertisements were displayed for the first time ever on the Dong-A Ilbo LUUX and Ilmin Museum of Art billboards in Gwanghwamun, Seoul, adding to the significance. On April 11th, time-sync advertisements were simultaneously broadcast twice every hour, at the 10-minute and 40-minute marks, on the LUUX and Ilmin Museum of Art billboards, marking the first instance of such a campaign for a fandom advertisement.
※ 이 포스팅은 쿠팡 파트너스 활동의 일환으로 수수료를 제공받습니다.
In addition to Gwanghwamun, the project demonstrated scalability by encompassing major landmark media such as the COEX Starfield Library Infinity Road billboard in Samsung Station, new digital signage (DS) at Gimpo Airport, and 'Canvas 9' on Subway Line 9, allowing Karina's image to be seen in diverse locations.
This project, planned and executed proactively by the Chinese fandom, is evaluated as a prime example that reaffirms the influence and voluntary participation structure of global K-POP fandoms, going beyond a simple birthday event.
