A North Korean ad that features young Russians enjoying the East Asian republic’s coastal attractions has sewn widespread bemusement among online commenters due to the clip’s uncannily empty settings, eerie soundtrack, and low production values.
Pivot towards Russia
Launched by the state-owned Korea International Travel Company, the advert, which has appeared on social media hub Reddit, is the latest step in a series of moves to promote Russian tourism in North Korea, which opened up to Russian visitors in early 2024 – a surprise move ahead of opening up to its biggest market, China.
The country, whose 2023 GDP was estimated by neighbouring South Korea to be 12% down on 2016, has pivoted away from rapprochement with the south towards increasing “inter-regional economic cooperation on a higher stage” with Russia. Still, it is preparing to open up more to other “friendly” nations. The latest advert has certainly grabbed wider attention.
Awkward performances and no mics on an empty beach
Said to be filmed at Majeon Beach, about a three and a half hour road trip from Pyongyang, the ad opens with a young blonde woman opening her curtains to a mist-infused sunny beachside morning. She heads out for a workout on the sands, before joining a group of Russian friends for various activities including swimming, jet skiing, jogging, and playing beach volleyball. Towards the end of the film, two of the group are shown talking to each other Russian as they stroll along the shore, but their unmic’d words are drowned out by the sound of crashing waves.
Russians advertising North Korean beach in bikinis
byu/KJU_3002 innorthkorea
The sound quality is just one aspect of the advert that online commenters found bizarre. The participants’ awkward performances were deemed not to be “selling it,” while the beach setting appears completely devoid of other visitors. This prompts viewers to point out the disturbing loneliness of the scene with what one describes sarcastically as “so many happy locals around.” Another asks, “Where are all the North Koreans?”
Cries of seagulls
Depicting Russian tourists in bikinis is another feature of the advert that raised eyebrows, with many social media users highlighting that bikinis are banned in North Korea. In contrast, others suggest that the country turns a blind eye to foreigners wearing bikinis.
But perhaps oddest of all, is the choice of theme music. What starts as a generic but calming and uplifting keyboard composition, interspersed with the cries of seagulls, becomes increasingly horrifying as the birds’ haunting calls seem to become louder and more frequent. “If I go here, I would disappear 1000%”, one Reddit user responded.
