BTS kicks off Seoul tourism campaign with ‘EoGiYeongCha’ video

“Your Seoul goes on.”

On their 5th year as honorary ambassadors for Seoul tourism, RM, Jin, Suga, J-Hope, Jimin, V, and Jungkook of BTS have released their first in a series of campaign videos called “SEOUL X BTS: EoGiYeongCha Seoul.”

The first episode features 25 tourist attractions and landmarks in South Korea’s capital city. Many of the scenes were shot at National Museum of Korea. “EoGiYeongCha Seoul” also features music from members of the independent music collective DPR (Dream Perfect Regime) and singer-songwriter BIBI.

So what does “EoGiYeongCha (????)” mean, exactly?

According to Soo Choi, a BTS ARMY who translates and contextualizes BTS content from Korean to English for her 1.5 million Twitter followers, it’s a kind of chant meant to energize or encourage:

* "EogiYeongcha" (????) is a onomatopoeic word. This is a kind of a chant to make the people get strength, it is usually heard when the fishermen pull the net or row with all their might. It's similar like "heave-ho" or "alley-oop" in english something like that. @BTS_twt

— Soo Choi ???????? (@choi_bts2) September 6, 2021

It's also briefly explained at the start of the video as "an expression shouted out in unison to give each other strength."

The slogan for 2021’s tourism campaign echoes BTS’ pandemic-inspired hit, “Life goes on,” both sending a message of strength, hopefulness and unity amid the pandemic. The global stars often feature South Korean landmarks and culture in their work.

“Dynamite” at the Gyeongbok Palace. They also performed the song at the Incheon Airport and Everland theme park.

“Mikrokosmos” for “Jimmy Fallon” at the Gyeonghoeru Pavillion inside Gyeongbokgung.

Parts of their performance of “On” for the 2020 Mnet Asian Music Awards at the Seoul World Cup Stadium.

Returning to “Jimmy Fallon” with “Butter” on the World Cup Bridge.

According to a report on The Korea Herald, the Seoul government plans to release the subsequent videos for the 2021 tourism campaign in the coming weeks. The videos will feature unique choreography aimed at creating new trends among K-pop fans, to help spread positive vibes throughout Seoul.

Permission to dance, not needed! — LA, GMA News