Value context and insight. lkm@koreatimes.co.kr
Baby Shark named as 5th brand ambassador for World Expo 2030 Busan
A screenshot of the “Baby Shark Dance” YouTube video / Korea Times file
By Lee Kyung-min
By Lee Kyung-min
The public-private committee promoting Busan's bid to host the World Expo 2030 has selected Baby Shark as the official ambassador for the international event, in an effort to help the Korea-originated global viral sensation raise awareness of the importance of a global coalition to counter climate change, the committee said Tuesday.
The committee said the animated character will be able to convey messages of love, caring and sharing with young children and their parents all around the world ― a continuation and extension of Busan's Expo bid campaign.
The animated character produced by Pinkfong, a local entertainment company, became a YouTube hit in 2016 after a version of the song went viral across social media, online video platforms and radio.
In January 2022, it became the first YouTube video to reach 10 billion views. Earlier in November 2020, Pinkfong's version became the most-viewed YouTube video of all time, with over 11 billion views as of July 2022.
The committee will hold an appointment ceremony in April led by the release of a 45-second clip about Baby Shark saving friends from dangers caused by climate change and marine pollution in the sea near the coast of Busan.
The short clip will finish with a message about the growing need for solidarity for a sustainable future, technological advancements for all humanity as well as transformation for a better future.
The character is the fifth ambassador, following the fourth, soprano Sumi Jo. The first to be appointed was actor Lee Jung-jae, followed by the country's very first virtual influencer Oh Rozy, and then boy band BTS.