"South Korea's K-content, including shows like 'Squid Game' and K-pop stars, remains a driving force in attracting tourists to the nation"
South Korea Boosts Tourism with Collaborations in K-pop and Netflix
South Korea's tourism industry is leveraging the global popularity of Korean entertainment to attract international visitors and boost cultural exports. The government, through the Korea Tourism Organization and the Ministry of Culture, Sports and Tourism, has created tourism promotional campaigns in collaboration with Netflix and the K-pop industry.
These campaigns are engaging international audiences with themed content that integrates beloved Korean entertainment figures and narratives with tourism promotion. One such example is the tourism video featuring a character in the iconic green tracksuit from Squid Game, which has garnered over 11 million views since its release.
Another campaign, blending the zombie survival theme of the Netflix series "All of Us Are Dead," with tourist attractions, has been launched. The promotional video for the Gyeongsang provinces is titled "Echoes of Korea - Gyeongsang" (KTO), and the video for Jeolla provinces is named "Echoes of Korea - Jeolla" (KTO). Both videos are set to a fusion of traditional and modern music.
A prominent figure in Korean drama and K-pop circles, actor Park Bo-gum, has been designated an honorary ambassador for Korean tourism. He stars in multiple promotional videos, including a music video titled "On My Way," which is produced by renowned K-pop producers like Kenzie from SM Entertainment.
The videos are promoted worldwide in major cities such as New York, Tokyo, Beijing, and Bangkok, utilizing platforms including YouTube and Netflix itself. This strategic targeting of key international markets amplifies Korea’s cultural exports and tourist draw.
The promotions invite viewers to experience Korea beyond the screen — encouraging tourists to become "the main character" of their own stories by visiting the locations featured in popular cultural content. Since Netflix reports that viewers of Korean content are about twice as likely to visit Korea, this synergy effectively translates entertainment fandom into tourism growth.
In 2021, South Korea welcomed approximately 16.37 million overseas visitors, a significant increase from the previous year and reaching 94% of the pre-COVID-19 peak. The South Korean government, in collaboration with Netflix and K-pop creators, aims to attract 30 million visitors by 2027.
Park Bo-gum recommends exploring regions outside of Seoul, particularly Busan, where he recently filmed "Good Boy." He also recommends using Seoul's public bike-sharing service, Seoul Bike, along the Han River. The Gyeongsang video features a modern interpretation of the traditional sword dance, "geommu," while the Jeolla video showcases "seungmu," a meditative and graceful dance.
South Korea's tourism promotional videos, including those featuring celebrities like BTS, Lee Jung-jae, and NewJeans, have gained increasing global attention. In 2022, BTS appeared in several "Feel the Rhythm of Korea" videos that collectively amassed over 230 million views on YouTube.
Organizations like "Escape to Korea" are involved in these tourism campaigns, aiming to showcase the regions' cultural and scenic appeal while highlighting areas still healing from hardship. This strategic approach to capitalize on the global appeal of Korean pop culture for tourism is set to continue, bringing international pop culture fans closer to visiting and experiencing the country firsthand.
[1] Korea.net [2] The Korea Herald [3] The Korea Times [5] The Chosun Ilbo
- Social media platforms, such as YouTube and Netflix, are being utilized to promote South Korea's tourism industry by sharing videos featuring celebrities like BTS, Park Bo-gum, and Lee Jung-jae, attracting a global audience and encouraging them to visit the country.
- To boost tourism, South Korea has collaborated with Netflix and the K-pop industry to create campaigns that integrate popular entertainment content, like "Squid Game" and "All of Us Are Dead," with tourism promotion, showcasing attractive tourist destinations and local traditions.
- The fusion of culture, entertainment, and travel is a significant aspect of South Korea's tourism promotion strategy, with videos like "On My Way" by Park Bo-gum and "Feel the Rhythm of Korea" by BTS gaining huge attention on social media and enticing pop-culture enthusiasts to visit the country.
