HYBE's K-Pop Light Sticks Bring Korean Spirit to Paris

Jul 28, 2024

◇A group cheering event using the Team Korea cheering stick in the outdoor garden of Korea House on the 27th. Photo courtesy of HYBE.

◇Team Korea light stick. Photo courtesy of HYBE

A unique blend of K-pop culture and national pride captivated Paris as digital flags and light sticks, symbolic of K-pop cheering, were showcased.

HYBE and the Korea Sports Association organized a group cheering event using Team Korea light sticks in the outdoor garden of the Korea House, from 7 p.m. on the 27th (local time in Paris). Around 800 pre-registered visitors were given Team Korea light sticks produced by HYBE and participated in cheering while watching live broadcasts of fencing and swimming matches featuring Korean athletes.

HYBE curated light stick performances to five songs familiar to Koreans, including BSS's "Fighting," YB's "Oh Pilseung Korea," and LOVeHOLiC's "Butterfly." They led the cheering by coordinating the light stick colors and rhythms with the chants of the crowd.

◇Team Korea athletes who attended the opening ceremony of the 2024 Paris Olympics with digital flags. Photo courtesy of HYBE.

◇ Digital flag. Photo courtesy of HYBE.

During the opening ceremony on July 26 at 7:30 p.m. (local time in Paris), the "Digital Flag" — an innovative version of the Korean national flag utilizing HYBE's technology — made its debut. The South Korean team, carrying the digital flags, entered the ceremony at 2:30 a.m. on July 27 in Korea. These digital flags, also known as the Team Korea light sticks, were previously unveiled at the Paris Olympic team's determination ceremony on the 9th. The Taegeukgi design was incorporated into the light sticks.

Spectators along the Seine River cheered as more than 50 South Korean athletes proudly displayed the digital flags during a 6-kilometer march, passing landmarks such as Notre Dame Cathedral, Paris City Hall, the Louvre, and the Musée d'Orsay.

The digital flag's light-emitting section can change to five colors — blue, red, yellow, green, and gold — inspired by the Olympic flag, activated by a button on the handle. Central control can synchronize all digital flags to display various colors simultaneously, enhancing the cheering atmosphere. Due to on-site security regulations during the opening ceremony, the digital flags were used without lighting as they could not contain batteries.

The digital flags will also be featured during the closing ceremony on August 11, marking the Korean team's presence.

compact@sportschosun.com