VANK, led by director Park Gi-tae, announced on April 29, 2026, that it will launch a digital campaign linking the global popularity of Arirang with the promotion of Korean cultural heritage. The initiative comes as BTS continues its successful world tour, “Arirang.”
VANK said it will begin full-scale distribution of an “Arirang Digital Map” (https://naver.me/5p0ODeZY), which allows users to view Arirang transmission sites and cultural heritage across the country at a glance.
The digital map focuses on Arirang, Korea’s representative folk song, and provides information on regional versions of Arirang along with key cultural heritage sites in each area.
Through the map, users can explore Arirang traditions and related cultural and tourist information in various regions, including Jeongseon, Miryang, Jindo, and Gangneung.
VANK said it aims to shed new light on Arirang, not simply as a traditional folk song, but as a living cultural heritage that reflects the lives, history, and culture of different regions across Korea.
While Arirang shares the common refrain “Arirang, Arirang, Arariyo,” it has continuously evolved over time, taking on different narratives and emotions depending on the region and historical context.
VANK emphasized this point, noting that Arirang is not just a relic of the past, but a culture that continues to be recreated and expanded in the present.
Ma Ji-yoon, a youth researcher who participated in the creation of the digital map, said, “We hope this project will highlight regional cultural heritage through Arirang and also contribute to revitalizing local tourism.”
Another youth researcher, Choi Ju-eun, said, “Although Arirang is listed as a UNESCO Intangible Cultural Heritage of Humanity, its specific meanings and regional diversity are not widely known overseas. Through the digital map, we hope to help people discover the diverse appeal of Arirang.”
Park Gi-tae, director of VANK, said, “We aim to create a channel of communication that connects Korea’s regional cultures with the world through Arirang, and we hope this will provide an opportunity for people around the world to gain a deeper understanding of Korea.”
VANK plans to produce the digital map in QR code format and distribute it online through social media and other platforms. It also intends to expand the content into multiple languages to make it more accessible to global users.