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!

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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.

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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.” | TheQoo

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