The unexpected Korean phenomenon
Six months ago, when I moved to Korea, I expected to spend most of my time in Seoul studying Korean.
I did not expect that within a few months I would find myself sailing on a sunset yacht off Korea's west coast, sitting around a bonfire in rural South Chungcheong Province and creating tourism content alongside people from dozens of countries. Even more surprising was how I got there.
Before moving to Korea, I had never heard of a supporter program. Since arriving, however, I have discovered that they are everywhere. Government agencies, tourism boards, universities, public institutions and companies regularly recruit supporters, volunteers who help promote their activities through social media, articles, events and cultural exchange.
Having previously lived in New Zealand, Australia, the United Kingdom and China, I was surprised to discover how common supporter programs are in Korea. While ambassador and volunteer programs exist elsewhere, I have never encountered anything quite like Korea's supporter culture. It is a uniquely Korean phenomenon and one that reflects how seriously the country takes public engagement and storytelling.
This year, I was fortunate to be selected for two tourism focused supporter programs: Ttobagi, a rural tourism initiative supported by the Ministry of Agriculture, Food and Rural Affairs, and Oh My Gyeonggi (O.M.G.), a program promoting tourism across Gyeonggi Province. Through these programs, I joined participants from around the world in exploring destinations that many international visitors, and even many Koreans, rarely experience.
My selection was somewhat unexpected. Both programs primarily recruit content creators and social media influencers, many of whom have substantial online followings. By contrast, I am a former lawyer who rarely posts on social media. Before moving to Korea, I had never imagined myself creating tourism content. Yet somehow, alongside travel bloggers, YouTubers and Instagram creators, I found myself becoming part of Korea's tourism promotion ecosystem.
Like many foreigners, my image of Korea was initially shaped by Seoul. When people think of Korea, they often picture skyscrapers, crowded subway stations, K-pop and bustling shopping districts. Yet some of my most memorable experiences over the past six months have taken place far from the capital.
Through Ttobagi, I visited rural communities where tourism revolves around local traditions, agriculture and everyday village life. One weekend, I found myself sitting around a bonfire under the stars with people from several countries, sharing snacks and stories in a place I would never have discovered on my own. Through O.M.G., I explored coastal attractions, joined a sunset yacht tour and visited destinations that showcased a different side of Korea beyond its major cities.
These experiences also made me reflect on why supporter programs are so common in Korea.
What struck me most was not simply that these programs exist, but the scale at which they operate. Since arriving in Korea, I have encountered supporter programs for tourism, culture, education, public policy, media organizations and even private companies. They have become a common feature of Korean society.
Their popularity also reflects a broader challenge facing Korean tourism. While Seoul remains the primary destination for many international visitors, regional communities often struggle to attract the same attention despite having their own unique histories, cultures and attractions. Programs such as Ttobagi and O.M.G. help address this imbalance by encouraging people to explore beyond the capital and share those experiences with wider audiences.
Traditionally, governments and organizations promoted destinations through advertisements, brochures and official campaigns. Korea still does this, of course, but it increasingly relies on something else: people. Instead of simply telling audiences what to visit, institutions invite residents, students and foreigners to experience places firsthand and share those experiences through their own voices.
In an age of social media, this approach makes sense. People are often more influenced by personal recommendations than official marketing. A short video, photo or article created by someone who has genuinely experienced a place can feel more authentic and relatable than a traditional advertisement. By empowering ordinary people to become storytellers, Korea has created an extensive network of informal ambassadors who help introduce different aspects of the country to wider audiences.
For foreign participants, these programs offer something valuable as well. They provide opportunities not only to travel, but also to develop a deeper understanding of Korea beyond the places most visitors see. They encourage participants to engage with local communities, learn regional history and discover hidden attractions that rarely appear in guidebooks.
Looking back, I realize that one of the most surprising things I have learned about Korea is not related to its technology, food or popular culture. It is the country's remarkable ability to value and turn ordinary people into ambassadors.
Supporter programs may seem like a small part of Korean society, but they reveal something important about how Korea presents itself. Rather than relying on institutions to tell its story, Korea invites ordinary people to become part of that story.
And sometimes, that story begins around a bonfire in the countryside or on a yacht sailing into the sunset.
Geoffrey Chen (gywchen@gmail.com) is a former corporate lawyer from Australia currently studying Korean at Korea University in Seoul.