Korea Tourism Organization joins hands with fashion, beauty, appliance brands

Actor Park Bo-gum, Korea Tourism Organization's honorary ambassador, poses in the agency's promotional video clip "Never Ending Korea." Courtesy of Korea Tourism Organization

The Korea Tourism Organization (KTO) has partnered with fashion, beauty and appliance brands to attract more international visitors as part of its tourism campaign, “Never Ending Korea.”

The agency under the Ministry of Culture, Sports and Tourism announced that it started promoting Korea’s popular tourist destinations jointly with Musinsa for two weeks beginning Monday. For the campaign, Korea’s largest fashion commerce platform is recommending not only travel destinations but also ideal fashion styles for each at its online stores in 13 countries, including the U.S., Canada, Japan and Indonesia.

For instance, the company is recommending a series of swimming trunks for potential visitors to Unyeo Beach in Taean, South Chungcheong Province, while displaying windbreakers to those who view information on Mount Gonnyun in Pohang, North Gyeongsang Province.

They are also drawing winners for round-trip flight tickets to Korea from purchasers of event goods on their website.

Musinsa said it will open a pop-up store in Tokyo in October to jointly promote Korea’s tourist destinations.

In a bid to attract more visitors to Korea, LG has also joined hands with the KTO by displaying the agency’s promotional video clips at its overseas stores in 12 countries. In Singapore, LG said, people who buy appliances at select stores will be eligible for a drawing for round-trip tickets to Korea.

LG is also airing a series of “Never Ending Korea” video clips on billboards in New York’s Times Square and London’s Piccadilly.

Additionally, KTO offered a specially designed T-shirt in collaboration with homegrown fashion brand Matin Kim to promote the upcoming Gyeongju APEC Summit during the Lollapalooza Chicago music festival that took place from July 31 to Aug. 3. It is carrying out a similar collaborative promotion event with beauty chain Olive Young until Aug. 30.

“An increasing number of overseas consumers are interested in Korean beauty and fashion brands,” said Han Yeo-ok, director of KTO's Brand Content Team.

“The KTO started a diversified promotion event to attract visitors to Korea. The agency will continue doing its best jointly with globally renowned Korean brands to introduce Korea’s beautiful destinations," she added.