Seoul, the capital of South Korea, is leveraging the global popularity of K-pop to attract tourists. In a new promotional campaign, K-pop superstar Jin from the band BTS is featured in a series of videos showcasing the romantic essence of Seoul. The first installment, titled “Love,” highlights popular dating spots in the city. Subsequent videos in the series will explore Seoul’s distinctive aspects, such as fashion, culinary delights, hiking, and meditation experiences. The campaign aims to engage viewers through an online event where participants can comment on the videos for a chance to win prizes, including a stay at a five-star hotel and a fine dining experience.
K-pop’s influence on tourism is evident, with South Korea appointing the K-pop girl group NewJeans as tourism ambassadors. This move follows in the footsteps of other K-pop megastars like BTS and EXO, as well as global icons like Lee Jung-jae from Squid Game and footballer Son Heung-min. Beyond South Korea, other countries are also tapping into the popularity of K-pop to promote their destinations. Dubai’s recent campaign features South Korean actors Park Shin-hye and Park Hyung-sik, while Switzerland Tourism collaborated with Korean actress Lee Si-young. The teaser video for the Seoul campaign featuring Jin garnered 2.46 million views within days of its release, indicating the immense appeal of K-pop in attracting global audiences.
The Seoul campaign featuring Jin incorporates innovative marketing techniques, including Fake Out-of-Home films and short clips showcasing different aspects of the city. These promotional movies will be displayed on prominent outdoor media platforms in New York’s Time Square and Jakarta, as well as air on global networks like the BBC. The campaign seeks to elevate the “Seoul, My Soul” city slogan globally by highlighting the city’s diverse appeal through themes of love, inspiration, and fun. South Korea’s efforts to promote tourism seem to be paying off, with the country welcoming 1.41 million foreign tourists in July, representing a significant increase from last year. This surge in tourist numbers has brought South Korea close to pre-pandemic levels seen in 2019, with visitors from China, Japan, Taiwan, and the U.S. making up the largest share.
The rise in tourism numbers in South Korea can be attributed to a combination of factors, including the global popularity of K-pop and effective marketing campaigns. The appointment of K-pop artists as tourism ambassadors has helped boost the country’s appeal among international travelers. Additionally, the use of innovative marketing techniques, such as the Fake Out-of-Home films, has captured the attention of audiences worldwide. With a focus on showcasing the diverse appeal of Seoul through themes like love, inspiration, and fun, South Korea is effectively positioning itself as a must-visit destination for tourists.
Overall, the success of South Korea’s tourism efforts, particularly in attracting foreign tourists, can be attributed to the strategic use of K-pop’s global influence. By leveraging the popularity of K-pop artists like Jin from BTS, Seoul is able to showcase the city’s unique attractions and culture to a global audience. As evidenced by the increase in tourist numbers in recent months, it is clear that K-pop’s economic power extends beyond music and entertainment, making it a valuable tool for promoting tourism and driving economic growth in South Korea.
