'Authentic' Travel Destinations Recommended by Koreans... Korea Tourism Organization Unveils New Themed Advertisement

New Korean Tourism Advertisement with Themes of Road, Night, Adventure, and Rest
Sequential Release of KOREA100 Promotional Video Series

The Ministry of Culture, Sports and Tourism and the Korea Tourism Organization announced on the 5th that they have released a new Korean tourism theme advertisement on the YouTube channel 'Imagine Your Korea'.

Korea Tourism Organization, New Korean Tourism Theme Advertisement
Photo by Korea Tourism Organization

This year's new overseas Korean tourism advertising campaign was planned under the concept of 'Koreans’ Korea,' which means 'Authentic Korean travel recommended by Koreans that you can't find through a search.'

Earlier in June, the Korea Tourism Organization conducted a public participation promotion through a teaser advertisement themed 'Authentic Korean travel experiences recommended by real Koreans that AI cannot know.' They received about 2,300 comments directly recommending locations such as Mindungsan in Jeongseon, Gangwon-do; Songgwangsa Temple in Suncheon, Jeollanam-do; Space Walk in Pohang, Gyeongsangbuk-do; and Woljeonggyo Bridge in Gyeongju.

While the NewJeans episode released in July, which has accumulated 290 million views, focused on 'food and entertainment' recommended by Koreans, the newly released theme advertisement centers on authentic 'sights' recommended by Koreans. The video features various attractions nationwide, including well-known places like Seoul and Jeju, as well as Buyeo in Chungcheongnam-do, Danyang in Chungcheongbuk-do, Miryang in Gyeongsangnam-do, Pohang in Gyeongsangbuk-do, Damyang in Jeollanam-do, Gochang in Jeollabuk-do, and Yeongwol in Gangwon-do.

The slogan of this theme advertisement is ‘Feel the [ ] of Korea,’ and it is a visually focused promotional video series with four themes: road, night, adventure, and rest. To appeal to all age groups worldwide, the message is minimized and intuitive visuals are emphasized. The words ‘길’ (road), ‘밤’ (night), ‘모험’ (adventure), and ‘쉼’ (rest) are written in Hangul and designed to suit each theme to pique foreigners’ curiosity. The Hangul pronunciation is also indicated in the brackets in the alphabet so viewers can try reading it. Each advertisement begins with a single word representing a unique aspect of Korea and deeply showcases Korea’s diverse charms by theme.

The ‘Road’ episode depicts the moment when the protagonist, who missed the bus and started walking, discovers the hidden charm of Korean roads. Various Korean roads are featured, including Seosunra-gil and Hipjiro in Seoul, Yonggwolsan Sky Road in Sunchang, Jeollabuk-do, Jianjae in Hamyang, Gyeongsangnam-do, Space Walk in Pohang, and Udu Mountain Suspension Bridge in Geochang, Gyeongsangnam-do.

The ‘Night’ episode shows two curious female runners discovering Daegu Seomun Night Market’s food, Ulsan Myeongseon Island’s media art, Woljeonggyo Bridge in Gyeongju, and the Namgang Yudeung Festival in Jinju, Gyeongsangnam-do, portraying a dynamic and safe Korea full of things to enjoy even at night.

The ‘Adventure’ episode follows the journey of three friends who start an adventure following old maps. It introduces Korea’s beautiful nature and hidden spots such as the mysterious stone that makes a bell sound at Manosa Temple in Miryang, the mystical island of Moksom in Incheon where a sea path opens, and Duam Chodang on a cliff in Gochang, Jeollabuk-do.

Lastly, the ‘Rest’ episode begins with a protagonist suffering from burnout biting into a watermelon in the valley of Jogyesan Mountain in Suncheon, then moves through healing travel spots in Korea such as the temple stay at Songgwangsa Temple in Suncheon, a pottery workshop in Namyangju, Gyeonggi-do, and Jogeunnokome Oreum in Jeju, showing the process of regaining strength to return to daily life.

The Korea Tourism Organization plans to promote Korea’s charm through global digital channels such as YouTube and OTT targeting potential visitors from 20 major countries including the United States, Japan, and China until the end of the year. Additionally, until the 20th, a voting and comment event on the theme advertisements is being held for foreigners under the theme ‘How much do you know about Korean travel?’ on the integrated Korean tourism platform VISITKOREA.

Han Yeowok, head of the Brand Content Team at the Korea Tourism Organization, said, “This theme advertisement was planned to spark interest in Korean tourism not only among Hallyu and MZ generation fans but also among potential customers of all ages. We hope people can experience Korea in a unique way through different themes tailored to their preferences.”

In line with changes in digital trends, the Korea Tourism Organization will also newly release the short-form video series ‘KOREA 100’ in November. The KOREA 100 series, featuring 100 different recommendations on what to do in Korea, will star all members of NewJeans, who were appointed honorary tourism ambassadors of Korea this year, delivering the charm of Korean tourism vividly through stylish videos and short, impactful messages.