‘12.12: The Day Sparks Smartwatch Challenge Trend

SEOUL, Nov. 29 (Korea Bizwire) -- With the rise in popularity in South Korea, '12.12. Day” unexpectedly spawned a trend called the “Smartwatch Challenge.” After watching the movie, people became enraged, so they used their smartwatches to create graphs, measuring things like heart rate and stress index.

This new trend, fueled by the widespread adoption of smartwatches, cleverly combines the rise in popularity of smartwatches with the unexpected success of movies.

Sparked by conversation about uncontrollable anger after watching this: 12/12. The Day attracted many moviegoers to the theaters in the initial phase of its release. Apart from the smartwatch challenge, there was a buzz on social media as the number of posts related to the image skyrocketed.

On social media platforms like Instagram, '12.12. 'Challenge of the Day' became a viral sensation last weekend. Equipped with an Apple Watch or Galaxy Watch, participants recorded their heart rate and stress levels before and after watching the movie and published photos as evidence.

On social media platforms like Instagram, '12.12. Challenge of the Day' has become a viral sensation since last weekend. (Photo: Social Network Screenshot)

For example, one participant recorded a heart rate of 79 beats per minute before the movie started and reached 91 beats per minute immediately after the movie ended. Another drew attention by showing a heart rate of 172 beats per minute thanks to his Apple Watch.

In addition to heart rate, stress index measurements using smart watches are becoming increasingly popular. The smartwatch measures stress by analyzing changes in heart rate variability (HRV), combining factors such as irregular breathing to measure stress levels, which typically range from low to high.

On Instagram, moviegoers shared photos of their stress index smartwatches, with captions expressing their overwhelming emotions after watching the movie, such as "I can't control my anger" or "I just want to curse."

Unsurprisingly, some viewers reported a drop in heart rate after watching the film, with mixed reactions highlighting the widespread use of smartwatches, making them a central concern of the film.

An industry insider said: "Today, smartwatch wear is on the rise among elementary school students to the elderly, highlighting how the health features of smartwatches are driving the trend. Like the '12.12. Challenge of the Day.'"

Meanwhile, 12/12. The Day continued its winning streak, reaching 2 million viewers a week after its release. On November 27, Contenttree Joongang's stock price rose more than 10 percent due to its involvement in the film, causing a stir in the stock market.

Ashley Gunn (ashley@koreabizwire.com)