Korea Tourism Organization Launches Global Ad Featuring Son Heung-min

Promotional image of Son Heung-min for Korean tourism.

[Asia Economy Reporter Donghyun Choi] Soccer star Son Heung-min appears in a promotional video for Korean tourism.

The Korea Tourism Organization announced on the 17th that it will release a promotional video filmed between Korea and the UK on the 18th, featuring Son Heung-min, who was appointed as an honorary ambassador for Korean tourism last July to secure a leading position in the international tourism market after COVID-19, leveraging his global recognition.

In the advertisement, inspired by Son Heung-min wearing the number 7 jersey for both the national team and Tottenham Hotspur, his unique positive image and Korea's tourism appeal were combined into seven keywords: ‘Passionate’, ‘Fast’, ‘Creative’, ‘Smart’, ‘Fun’, ‘Lovable’, and ‘Spectacular’. Additionally, to approach overseas markets more familiarly, Son Heung-min personally participated in the narration in English.

The advertisement slogan is 'This is my Korea, What's yours?', encouraging viewers to ‘find what you like about Korea, which resembles Son Heung-min,’ naturally arousing curiosity about Korea and allowing them to imagine the experiences they can have when visiting.

The promotional video can be viewed on the organization’s YouTube channel (Imagine your Korea) and Son Heung-min’s social media accounts. Furthermore, in the UK, advertisements featuring Son Heung-min’s image are running on double-decker buses traveling around central London and Tottenham Stadium. In the future, the organization plans to introduce tourist spots recommended by Son Heung-min as 'Sonny's Pick' on its overseas tourism website (VisitKorea) and hold online events such as giveaways of signed jerseys.

Joo Sang-yong, Director of the International Tourism Division at the Korea Tourism Organization, stated, “We expect that the advertisement featuring Son Heung-min, who is performing outstandingly in the English Premier League with over 600 million viewers worldwide, will effectively convey Korea’s tourism appeal to potential overseas tourists, including soccer fans around the world.” He added, “We will prioritize intensive advertising exposure in Europe, where international tourism exchanges are resuming based on high vaccination rates, and later expand the advertisements to Southeast Asia, China, and other regions where Son Heung-min has high recognition.”