Korean Netizens Are Obsessed With One Detail In IVE’s Recent Music Video 

When the K-Pop girl group IVE released their sophomore mini-album IVE Switch, fans were eagerly awaiting the clip that would accompany the album’s title track, “Heya.” As expected, the music video did not disappoint!

However, amidst the usual fanfare of catchy hooks and stellar performances, one aspect of the video stood out and captured the hearts of Korean netizens: the traditional Korean elements woven into the production.

love the references to Korean traditional paintings and tales in IVE’s Heya sm pic.twitter.com/nCUmoowWAT

— . ˚◞♡ blue ꕤ (@velvetmelodyy) April 24, 2024

The music video, which cleverly integrates motifs like norigae accessories and hanbok-inspired outfits, has sparked a lively discussion among fans. A thread on the popular online community TheQoo dedicated to the music video has quickly amassed over 34,000 views and nearly a thousand comments, making it clear that these cultural references are not just visually appealing but also precious to the Korean public.

Netizens praised IVE for celebrating Korean heritage and presenting it on an international platform. The group’s decision to include these elements speaks to a broader trend of K-Pop acts embracing and promoting Korean culture through their music and visuals, thereby enhancing their appeal both domestically and worldwide.

• “The song is so good.”
• “Liz’s vocals are a real treasure. How can someone’s voice color be purple?”
• “They really shot the music video beautifully.”
• “It’s stunning… Everyone loves the Korean style so much ㅠㅠㅠㅠㅠㅠ “
• “It sounds even better in full.”
• “I’m going crazy… I see Kim Ji Won overlapping with Liz.”
• “This is what K-Pop is all about — for a K-Pop fanatic, IVE is the best…”
• “The Korean elements are so wonderful, especially the norigae accessories which are really eye-catching.”
• “Wow, they really nailed it. The Korean elements are just so great.”

You can watch the full music video for IVE’s “HEYA” below: