Korea Tourism Organization and SM Entertainment Join Forces to Boost Hallyu Tourism

Business Agreement Signed on the 7th to Promote Hallyu Tourism

The Korea Tourism Organization announced on the 8th that it has signed a business agreement with SM Entertainment to promote Hallyu tourism during the 'Visit Korea Year.'

The Korea Tourism Organization and SM Entertainment signed a business agreement on the 7th at SM headquarters in Seongsu-dong, Seoul, to promote Hallyu tourism for the "Visit Korea Year." The photo shows Yoo Jin-ho, Head of Tourism Content Strategy Division at the Korea Tourism Organization (right), and Tak Young-joon, Chief Operating Officer (COO) of SM Entertainment (left). Photo by Korea Tourism Organization

The two parties signed the agreement on the 7th at SM's headquarters in Seongsu-dong, Seoul. Through this agreement, they plan to pursue multifaceted mutual cooperation, including ▲ collaboration on promotion and marketing linked to online and offline events ▲ joint discovery of Hallyu tourism content and support for utilizing each other's content ▲ joint promotions to attract foreign tourists to Korea.

Previously, the organization appointed EXO and SHINee as Korea Honorary Ambassadors and Korea MICE Honorary Ambassadors respectively in 2018, and in 2022, collaborated by screening SM video content at Hiker Ground.

Yoo Jin-ho, Head of the Tourism Content Strategy Division at the Korea Tourism Organization, said, "Although tourism and the entertainment industry are closely related, it has been regrettable that projects were often pursued individually. Moving forward, we will work closely to ensure that the global Hallyu fans' favorable impressions of Korea translate into actual visits to the country."