Posh Seoul district gets major o`seas PR from rapper`s hit

Korean rapper Psy’s music video “Gangnam Style” received more than 48 million views on YouTube as of Thursday. His growing global popularity has also helped promote the southern Seoul district of Gangnam, which is considered the trendiest and most posh in the capital.

Overseas media including CNN have shown famous sections of Gangnam when reporting on the music video. Thanks to the title of the song, the name “Gangnam” has become known globally. Gangnam has received a major publicity boost thanks to the song going viral though it contributed nothing to the artist.

Gangnam authorities are set to appoint Psy as its goodwill ambassador. The district said it sent the rapper the offer and was waiting for his response. Psy has yet to decide due to a busy schedule both at home and abroad, but is said to be positive about this request, according to the district.

Gangnam will also use the song “Gangnam Style” to promote itself abroad under a plan to highlight tourist items such as “Gangnam-style restaurants,” “Gangnam-style fashion” and “Gangnam-style shopping.”

The southern Seoul district is also expected to see the completion of the Hallyu (Korean Wave) Stars` Street by the end of October. The 1-kilometer street stretches from Galleria Department Store in the Apgujeong-dong neighborhood to the JYP Entertainment building via SM Entertainment building and Cheongdam Intersection.

pjw@donga.com