Lee Hae-rin is a City Desk reporter at The Korea Times, covering social issues, tourism and taekwondo. She is passionate about speaking up for the rights of minorities, including women, LGBTQ+, people with disabilities and animals as well as discovering the latest makgeolli trend in town. Feel free to reach her at lhr@koreatimes.co.kr.
Heartthrob Park Bo-gum leads campaign to boost Korea’s appeal to travelers
Park Bo-gum poses during an appointment ceremony as this year's Korea tourism honorary ambassador in Seoul's Gangnam District, Tuesday. Yonhap
By Lee Hae-rin
Actor Park Bo-gum was officially named the honorary ambassador for Korean tourism on Tuesday at a ceremony in Seoul, a role aimed at highlighting the country’s vibrant culture and regional attractions.
The announcement marks the latest chapter in the country’s tradition of partnering with Korea’s most influential stars — following in the footsteps of BTS, Lee Jung-jae and NewJeans — to boost its appeal as a top travel destination.
“It is an honor to share Korea’s charm with the world. I am grateful to be invited to this meaningful role,” he said. The actor highlighted the nation’s deep history and modern energy, along with the distinctive warmth — known as “jeong” — that characterizes Korean hospitality.
He also urged visitors to discover both metropolitan and coastal treasures, recommending a bike ride along the Han River — his own favorite route — and a tour of Busan’s vibrant coastline, recently showcased in a drama series in which he starred.
Central to the campaign launch were two new films featuring Park: a short film and a music video. Notably, Park lent his voice to the campaign’s theme song, “On My Way,” composed by KZLAB, a production team led by the acclaimed K-pop producer Kenzie. The track is now available on Spotify and Melon.
Under the theme “Never Ending Korea,” this year’s campaign seeks to broaden its narrative of Korean tourism beyond Seoul, focusing on the diverse stories of Jeolla and Gyeongsang provinces.
These regions, recently impacted by wildfires, a deadly aircraft crash and unprecedented summer downpours, are integral to the country’s push for recovery and revitalization through tourism, Vice Culture Minister Jang Mi-ran explained.
Over 85 percent of the eight campaign videos were filmed outside the capital, shining a spotlight on the “hidden gems” of Korea. The Gyeongsang episode, for example, highlights Gyeongju, a city slated to host the upcoming APEC summit, while the Jeolla segment explores the artistic spirit and hospitality that define the region.
“Everyone has a country they dream of visiting one day. I hope this campaign will play a significant role in making Korea that country in the hearts of people around the world,” Jang said.
Blending cinematic storytelling with the global popularity of K-dramas, this year’s campaign features thematic videos inspired by Netflix originals like “Squid Game” and “All of Us Are Dead.”
These promotional videos, produced in partnership with Netflix, invite viewers on journeys that range from eating ramen in a convenience store to biking along the Han River, mirroring scenes from hit international shows while rooting the experience in uniquely Korean moments.
The campaign’s reach will extend to landmark billboards in 16 key global cities, including at New York’s Times Square, while digital rollouts on YouTube and Netflix will target over 20 international markets.
On the same day, Chae Hwi-young, the nominee for minister of culture, sports and tourism, reiterated the Lee Jae Myung administration's commitment to revitalizing tourism.
“We will pioneer the era of 30 million inbound tourists through attractive content and innovation in the tourism sector,” Chae pledged during a hearing at the National Assembly in Seoul, promising expanded digital services, regulatory reforms and support for tourism companies embracing artificial intelligence.