Documentary on the evolution of Daegu-based dessert brands to be made available to domestic and international audiences
Daegu Metropolitan City (DMC) and the Daegu Foundation for Culture & Arts’ (DFCA) Tourism Division will be launching a documentary on winning products for a Daegu signature dessert brand contest. It will be screened via 10 OTT platforms—the first attempt of its kind in Korea.
▲ Opening shot of Daldidalgu: How much do you know about Daegu desserts?
Over two years (2022~23), the Daegu Signature Dessert Contest (“Daldidalgu: Sweet Dalgubeol”) selected and has provided funding/support for 10 desserts that are believed to be representative of Daegu.
The five winning products of 2023 (Palgong God Pie (God Pie), Gunwi Plum Bread (Doran Doran), ‘Take Home Daegu (Apres Bakeshop), Gold Gingko Bread (Owoluiachim), Dalgubeol Jewel Yanggaeng (Yido Club D Daegu)) continue to be actively transacted via Smart Store, home shopping channels, and local cafes based on consistent consulting and marketing efforts.
The 45-minute documentary shows every step of the processes by which the products obtained their current popularity, from how they were selected by the Daegu Signature Dessert Contest to being featured in pop-up stores at Dongseongno and Shinsegae Department Store Daegu. It blends behind-the-scenes footage on how each product was developed, the difficulties of becoming a prominent dessert brand of Daegu, and footage of the city’s natural and urban settings that will give viewers an up-close look at the “real” Daegu.
The efforts of DMC and the DFCA make Daegu the first local government in Korea to promote local food brands not only via conventional channels (YouTube, TV, etc.) but also the OTT platform, the video media consumption venue of choice by today’s consumers.
Kang Seong-kil, head of the DFCA’s Tourism Division, said, “Planning for the documentary began from the planning stage for the Daegu Signature Dessert Contest. It is a bold attempt to change Daegu’s tourism and PR paradigm by utilizing OTT, something that has never been done by a local government. I hope everyone who sees the documentary are impressed enough by our city’s energy and beauty to make an in-person visit in the near future.”
The documentary can be viewed starting on March 22 (Fri) via Naver Series On and Watcha and will be made available on eight more domestic OTT platforms (e.g. TVING, Wavve) from April. Ahead of its OTT release, the documentary’s preview will be available at Daegu’s official tourism YouTube channel (@visitdaegu) and DaeguTV (@PowerfulDaeguTV).
