A huge billboard in New York's Times Square is again running an advertisement promoting Korea’s traditional folk song Arirang.

The is the second time the 30-second ad is the second such ad following the first one last year in protest of China's efforts to designate the folk tune as its own intangible cultural asset.

Visiting professor at Sungshin Women’s University in Seoul and public relations expert Suh Gyung-duk created the advertisement. Suh said that they put on the ad to protect Arirang and inform people around the world that the song is Korean.

Many Korean celebrities including actors Cha In-pyo and Ahn Sung-ki, and baseball player Park Chan-ho have voluntarily taken part in the ad’s production.