Digital creators, gov't join forces to reclaim facts about Korea

For social media feeds, gimbap (seaweed rice rolls) often get dismissed as Japanese sushi, and kimchi’s signature bite is mistaken for a splash of vinegar. To Cookim, a YouTuber with 1.6 million subscribers, those lazy comparisons miss the point entirely.

"Gimbap isn't 'Korean sushi.' It’s a completely distinct dish with its own history, flavor and identity," says Cookim (@Cookim97), whose channel banner reads like a personal mission statement: Korean food to the world.

That drive is clear in one of his viral videos, which racked up over 120,000 views in seven months. In it, he sets the record straight on kimchi, patiently explaining that its famous sourness comes from slow, traditional fermentation — not a splash of vinegar.

His work goes beyond solo videos. Partnering with FACTS: KOREA — a cultural accuracy initiative run by Korea’s Ministry of Culture, Sports and Tourism — Cookim released a series of long- and short-form videos tackling widespread culinary myths, pulling in thousands of views.

He isn't acting alone. Cookim belongs to a growing wave of digital creators partnering with the ministry to bridge grassroots creator culture with public diplomacy, reshaping how Korean culture is understood worldwide.

The digital initiative pairs public institutions with popular lifestyle creators — including Hailey Kim (@Hailey_Your Korean Friend) and Jannah Kim (@jannahkorea) — to systematically identify and correct cultural, historical and geographical errors about Korea circulating worldwide.

Hailey Kim, known for her engaging posts on Korean language, history and daily life, partnered with the ministry on a short-form showcase of the National Folk Museum of Korea in late November 2025, racking up 15,000 views. In her collaborative videos, Kim guides global viewers through iconic landmarks such as the National Museum of Korea while clarifying foundational facts, such as Korea’s official English name, Republic of Korea. Crucially, she uses her platform to urge international followers to actively report any cultural inaccuracies or historical misnomers they encounter online, in travel guides or in textbooks.

Similarly, creator Jannah Kim joined the campaign in late December 2025 with short-form content highlighting mislabeled Korean tourist destinations, helping expand the portal’s reach across diverse international travel communities.

The timing of these high-profile creator collaborations coincides with a major milestone: on Sept. 1, the FACTS: KOREA service officially marks its 10th anniversary.

First launched in 2016, the initiative serves as a public primary channel where anyone can report errors regarding Korea in content generated abroad via its official website and mobile app. The main targets are foreign publishers, search engines, museums and online news.

When an error is reported, government officials verify the facts and issue formal requests for correction to the content creator. According to ministry data, the portal has successfully corrected more than 20,000 cases worldwide as of July. However, according to the ministry, only around 31 percent of correction requests have been accepted.

That has prompted the ministry to step up efforts.

Aside from collaborating with social media influencers, the ministry is publishing promotional content about Korea in both Korean and English across its official website and social media networks, including YouTube, Instagram and Facebook. The materials range from informative images and step-by-step procedural guides to creative promotional videos and outreach campaigns led by Friends of Korea, a civilian volunteer group.

Individual influencer partnerships have had the best results. An English-language video introducing Korea, uploaded in 2022, gathered 870,000 views, and a specialized Korean travel tips video, released in 2021, garnered 630,000 views. Among the most popular creative entries was a collaboration with animation artist Self Acoustic featuring the "Facts About Korea Song," which achieved a staggering 1.85 million views for its English short-form adaptation released in 2024. All these videos are available on FACTS: Korea's YouTube account (@factsaboutkorea2734).

To celebrate a decade of dedicated cultural advocacy, the Ministry of Culture, Sports and Tourism is launching a series of anniversary events, interactive promotions and commemorative videos on Sept. 1 across its official website and social media channels.

For creators like Cookim, Hailey Kim and Jannah Kim, the mission goes far beyond government policy — it is about authentic human connection. As global fascination with Korean food, entertainment and history continues to scale new heights, ensuring that the story of Korea is told accurately has become a shared responsibility between public officials and the digital creators who hold the world's attention.