Full-scale Implementation of 'With Corona'... Warm Reception for Visits to Korea Also in Japan

MZ Generation's 'Dohan Nori (Imitating Korean Travel)' Event Records 1 Million Views in 4 Days

Dohan Nori Theme Plaza Homepage Image.

[Asia Economy Reporter Donghyun Choi] As the 'With Corona' era fully opens, the enthusiasm of the Japanese inbound market is heating up considerably.

The Korea Tourism Organization announced on the 1st that it will launch a large-scale hybrid campaign utilizing 'Dohan Nori' (imitating Korean travel), which has become a major social phenomenon among Japan's MZ generation (Millennials + Generation Z).

At the 'Dohan Nori Theme Plaza,' which opened on the 15th of last month, various events aimed at upgrading Dohan Nori are in full swing. An event where participants decorate and share Instagram stories using original Giphy stickers composed of cute text emoticons featuring the popular Japanese MZ generation catchphrase 'Jinjja' (meaning 'real') and Korean tourism promotional webtoon characters has gained popularity, recording over 1 million views within just four days of its launch.

The 'K-Box Catch Game,' which started on the 28th of last month and uses augmented reality (AR) filters, is also attracting attention. This game, participated in via selfies, involves catching items like Sikhye, Bibim noodles, and Jjajangmyeon falling from the sky into a box. The essential Dohan Nori headband automatically recognizes the face, making it perfect for capturing memorable shots. Developed in partnership with Paldo, this Dohan Nori initiative also stands out from an ESG management perspective by helping promote sales of Korean exports in Japan. Among participants, 100 people will receive an original K-Box containing popular food items like Paldo Bibim noodles and a Korea travel guidebook.

Additionally, AR filter games such as 'Bukchon Hanok Village Dash,' which fulfills the wish to excitedly run through Korean tourist spots as soon as possible, and a Hallyu star makeup filter game that transforms selfies into 'Hallyu beauties' will be held sequentially until the end of the year.

There are also ongoing events held at the cusp of the With Corona era. The large-scale campaign '2021 Korea Festa, Takara Korea,' where participants can directly experience online Dohan Nori and prepare for Korean travel, has been unfolding in a hybrid format for two weeks since the 29th of last month through online video service (OTT) platforms and social networking services (SNS) broadcasts in both Korea and Japan. Starting in Tokyo and Osaka, and then moving to Seoul, Fukuoka, and Incheon, this campaign offers experiences of Korea through various themes such as dramas, K-pop, musicals, food, performances, and regional tourism. Furthermore, the Korea Tourism Organization's inbound travel support campaign, which has been ongoing with major online travel agencies in Japan since May, saw KLOOK and Expedia join from October, providing a platform to pre-book inbound travel products including flights, accommodations, and tourism venture experiences at special prices. More detailed information is available on the dedicated website.

Kim Yongjae, head of the Northeast Asia team at the Korea Tourism Organization, stated, “Through this event, we will strive for a rapid recovery of the inbound market by effectively targeting not only the Japanese MZ generation but also the Hallyu interest groups.”