According to the steel industry on May 8, Dongkuk Steel will unveil the first content of Luxteel Playlist at 6 PM on its YouTube channel, Luxteel TV. This content features a playlist format that blends the actual sounds of steel production from factories and offices with K-pop music.
The project, developed in collaboration with Broadplay, aims to provide consumers with a new brand experience by narrating Dongkuk Steel's story in the steel industry through music, appealing to the MZ generation (Millennials and Generation Z).
The inaugural video was filmed at Dongkuk Steel's Busan plant. The approximately 1 hour and 10-minute playlist video showcases the color-coated steel products produced at the Busan plant along with scenes from the production site.
Dongkuk Steel plans to release a total of four episodes in the Luxteel Playlist series this year. Future content will be filmed at locations such as the Dosung Center and the Ferum Tower headquarters, with plans for content featuring architectural structures utilizing Luxteel to be considered in 2027.
Dongkuk Steel stated, "We wanted to present a bright and lively image of the workplace, rather than the heavy and dangerous steel production environment, through Luxteel Playlist. This video reflects Dongkuk Steel's identity of creating new value by adding diverse colors to steel."
* This article has been translated by AI.
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