Korea Tourism Organization taps into the burgeoning Hallyu once again
SOUTH KOREA’S Ministry of Culture, Sports, and Tourism and the Korea Tourism Organization (KTO) have appointed mega K-Pop idol boy group EXO as honorary ambassadors.
Their engagement will last the entire year.
“EXO is one of K-Pop’s most representative stars, as can be seen by the fact that they performed at the PyeongChang Winter Olympics. They have a strong fandom base all over the world, and we believe they will be a great contribution in bringing more tourists to Korea,” KTO said in an official statement.
The group will help promote South Korea under KTO’s “Korea Asks You, Have you ever?” theme.
According to KTO, the theme refers to unique experiences in South Korea but from a foreigner’s perspective.
EXO will be featured in promotional videos divided into six different categories: history and tradition, daily lives of Koreans, adventure, trend, healing, and Hallyu. Each of the nine members will take on a topic and introduce various experiences and activities that tourists can enjoy.
The campaign will showcase activities related to peace in the Korean peninsula by promoting trips to the DMZ, Hallyu-related content, and things to do in areas outside of Seoul as well.
The videos will be launched in August and aired across television channels both local and international, as well as Facebook and YouTube.
This is not the first time that South Korean celebrities are being handpicked to represent and promote things to do and places to eat in their country.
Psy, the artist who made Gangnam the hottest buzzword of the decade, was tapped as ambassador back in 2013. Descendants of the Sun superstar Song Joong Ki completed his stint ambassador in 2016. And Lee Jong Suk, of Pinocchio, W – Two Worlds, and While You Were Sleeping fame was appointed ambassador last year.
Other K-Pop idol groups that were selected as honorary ambassadors by KTO previously include Super Junior and BtoB.