2024-07-12 13:22:04
“We said we wanted to attract 20 million tourists this year, and so far 7.65 million have visited. With New Jeans acting as tourism ambassadors, we have high hopes that more people from around the world will visit Korea in the second half of the year.”
Minister of Culture, Sports and Tourism Yoo In-chon announced this on the morning of the 11th at the Grand Hyatt Seoul in Yongsan-gu, Seoul, while appointing K-pop group ‘NewJeans’ as the 2024 Korean Tourism Honorary Ambassador.
This appointment ceremony included an appointment certificate presentation ceremony, the release of a Korean tourism advertisement featuring ‘New Jeans’, and a stage interview with the promotional ambassador.
The Ministry of Culture, Sports and Tourism and the Korea Tourism Organization have appointed contemporary Hallyu stars such as Lee Jung-jae (2023) and BTS (2022) as ‘Honorary Ambassadors for Korean Tourism’ and have produced Korean tourism advertisements to promote it around the world.
Last year, the Korean tourism advertisement ‘Challenge Korea Lee Jung-jae Edition’ (2023) recorded 540 million cumulative views, and based on this popularity, in February of this year, the Korean tourism overseas promotion YouTube channel ‘Imagine Your Korea’ became the first national tourism organization (NTO) channel in the world to surpass 1 million subscribers.
Going forward, New Jeans will launch a Korean tourism campaign targeting the young generation, who account for one out of three visitors to Korea.
In particular, reflecting the recent trend of tourists visiting Korea who prefer experiential activities at tourist destinations, we produced an advertisement with the theme of ‘Koreans’ Korea, the real Korean travel that you can’t find through searches.’
Instead of introducing Korean food menus one by one, the author recommends visiting a traditional market and dipping kimbap in tteokbokki sauce, enjoying it with cup ramen after hiking, and eating Chungmu kimbap at the beach.
Also, reflecting the global popularity of the Korean language and culture, this advertisement features ‘New Jeans’ speaking Korean lines and showing recommended courses such as ‘Village Kangs’, ‘Cafe Tour’, and ‘Mother-of-pearl Crafts’ in Korean design.
In addition, the Ministry of Culture, Sports and Tourism and the public corporation will produce a series of overseas advertisements featuring Hallyu stars, as well as advertisements that will generate word-of-mouth like the previous work, “A Tiger is Coming,” and videos in which famous content creators (influencers) introduce their experiences visiting Korea by topic.
This year, in line with the changes in media, we are also planning a new K100 short-form video series to introduce recommendations from 100 people on what to do in Korea.
Five members of New Jeans also participated. △Minzy said, “Try dipping kimbap in tteokbokki sauce”, △Daniel said, “Chicken is half seasoned and half fried”, △Hani said, “One photo a day is popular in Korea”, △Haerin said, “If you’re a K-culture fan, visit Hiker Ground”, and △Hyein said, “You can also make customized cosmetics in Korea”, recommending activities that would be good to experience in Korea.
The Korean tourism advertisement featuring New Jeans will be released for the first time online today on the Korean tourism YouTube channel (Imagine your Korea).
Starting with New York Times Square, it will be broadcast on digital screens in 12 cities around the world, including Tokyo, Shanghai, Bangkok, Dubai, and Mexico City. During the Paris Olympics, it will be screened as short-form content on digital screens throughout the city of Paris.
Minister of Culture, Sports and Tourism Yoo In-chon said, “I hope that the advertisement featuring New Jeans, who are opening a new era of K-pop, will imprint Korean tourism in a sophisticated way on young people around the world and arouse their desire to experience the real Korea.” He added, “We will continue to make various efforts to convert the global popularity of K-culture into demand for visits to Korea.”
(Seoul = News 1)
2024-07-12 13:22:04