Ahead of their rumored comeback this year, LOONA has officially been appointed as the government’s new ambassador group for Korean culture overseas.
Each year, the Korean government’s Ministry of Culture, Sports, and Tourism selects a new K-Pop group to become ambassadors for the country. This year, the newest recruit is LOONA. The important role of honorary ambassador will see LOONA promoting Korean culture around the world through a variety of photo and video contents.
The 12-member group (currently one member short as Haseul continues her mental health hiatus) began their duties today when they appeared at the 2021 Culture Ambassador Appointment Ceremony. Working with KOCIS—the Korean Culture and Information Service—LOONA is set to appear in a new series of video clips for the international “Talk Talk Korea” content competition later this month. The first video will be released on May 20, with the second dropped on May 25.
“We believe that LOONA will greatly contribute to the overseas promotion of Korea’s cultural content,” said Culture Minister Hwang Hee in a new statement, noting that LOONA’s appointment also coincides with the 50th anniversary of KOCIS. He added, “We hope people around the globe cope with COVID-19 exhaustion by enjoying Korea’s pop culture, such as Hallyu.”
Notably, LOONA is the first girl group to be selected for this prestigious role. Last year, the position was given to ATEEZ, while Stray Kids was appointed the ambassador group in 2019. WINNER, EXO-CBX, BTS, and CNBLUE proceeded them between 2015 and 2018.