Video 1: Seoul
The focus of the first promotional video, “BTS’ Life in Seoul,” is the urbanized, modern city, which manages to keep its uniquely ethnic elements in order to charm anyone who lives or visits there. The boys are the epitome of any group of young people: loud, fun, interested in experiencing life to the fullest. Yet, the promotional video manages to make them differ from others by highlighting their cultural identity. For instance, they visit Seoul’s most popular landmarks and enjoy traditional Korean cuisine such as Korean BBQ. Their shenanigans are set against the backdrop of an exceptionally modern, rich city of Seoul. Seoul serves as a clear example of what global capitals look like today: abundant with riches and skyscrapers yet managing to keep its cultural identity.
Video 2: Las Vegas
The second promotional video, “What Happens Here, Only Happens Here: Key of Vegas,” stresses the themes of abundance and excess. It attempts to lure visitors in by demonstrating a luxurious lifestyle, which is made attainable only in the city of Las Vegas. Famous singers entertaining on the stage, world-class artists performing, and alcohol pouring seems to be the essence of the modern American Dream: become uber-rich and live out the craziest consumeristic/capitalistic fantasy there is. In addition, the commercial focuses on highlighting exclusivity, which is another trigger for most people to pay attention and develop a strong desire to visit Vegas.
Video 3: New York City
The third promotional video informs the public of Taylor Swift’s appointment as New York City’s global ambassador. The primary theme, which is stressed throughout the video, is socioeconomic inequality. As an often brutal city of those working exceptionally hard, making extreme sacrifices, trying to “make it” constantly, NYC seems to be in need of an ambassador, which embodies its grittiness and personality. As a result of the announcement that Taylor Swift was to be a global ambassador of New York, the city’s natives were rightfully perplexed. New York is far from being a series of flashy pictures, movie scenes, and glamorous dinners. The city has a certain cultural identity that only New Yorkers can truly grasp and share with the rest of the world.