An image from Korea Tourism Organization’s new promotional video themed under “Shwim,” or rest in Korean / Courtesy of Korea Tourism Organization
The Ministry of Culture, Sports and Tourism and the Korea Tourism Organization (KTO) announced, Tuesday that they have released a new 2024 theme ad on the YouTube channel “Imagine Your Korea” to promote Korean tourism.
Previously in June, the KTO conducted a public survey through a teaser ad under the theme of “The Experience of Traveling to Korea Recommended by Real Koreans, Unknowable to AI,” and received about 2,300 comments.
Dubbed “Feel the [ ] of Korea,” the new ad has four themes: road, night, adventure and rest, and offers authentic travel recommendations by local Koreans.
An image from Korea Tourism Organization’s new promotional video themed under “Gil,” or road in Korean / Courtesy of Korea Tourism Organization
Various attractions from all over the country, including Buyeo County in South Chungcheong Province, Danyang Province in North Chungcheong Province, Miryang and Pohang in North Gyeongsang Province, Damyang County in South Jeolla Province, Gochang County in North Jeolla Province and Yeongwol County in Gangwon Province, as well as Seoul and Jeju, are presented in the videos.
Each ad begins with a single word that can represent Korea’s characteristics and showcases Korea’s colorful charms in depth by theme.
The “Gil” (road) episode is about exploring various roads and alleys in Korea and discovering hidden charms, while the “Bam” (night) episode shows the dynamic night culture, media art and festivals.
The “Moheom” (adventure) episode presents an exploration of legendary places and nature, while the “Swhim” (rest) episode introduces travel destinations where people can relax and recover from the stresses of daily life.
An image from Korea Tourism Organization’s new promotional video themed under “Moheom,” or adventure in Korean / Courtesy of Korea Tourism Organization
By the end of the year, the KTO will promote Korea’s charms through global digital channels such as YouTube and streaming platforms to potential visitors in 20 major countries, including the U.S., Japan and China.
In addition, it will hold a voting and comment event on themed ads for foreigners under the theme of “Travel to Korea, How far do you know?” on the Korean tourism integration platform Visit Korea until Nov. 20.
“These theme ads were designed to arouse interest in Korean tourism not only for hallyu fans and the MZ Generation but also for potential visitors across all age groups,” said Han Yeo-ok, the head of the KTO’s brand content team. “We hope they can experience Korea differently through different themes for each taste.”
The KTO will also unveil the “KOREA 100 Promotion Video” series sequentially in November.
The series contains 100 people’s 100 color recommendations in Korea and stars all members of K-pop group NewJeans who have been appointed as honorary ambassadors for Korean tourism.
An image from Korea Tourism Organization’s new promotional video themed under “Bam,” or night in Korean / Courtesy of Korea Tourism Organization
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