The Korean folk song "Arirang" is being played 50 times a day on the largest electronic billboard in New York’s Times Square.
A 30-second advertisement titled "Do You Hear?" and featuring the song was made by Seo Kyoung-duk, a PR expert and visiting professor at Sungshin Women's University.
Seo said the aim of the billboard ad is to counter China's attempt to register the tune as part of Chinese cultural heritage. The clip will be aired 1,500 times a month and the cost was paid for by Gyeonggi Province, Suwon City, and Gyeonggi Arts Center.