KTO brings 'Squid Game' to life for foreign visitors to Korea

Foreign visitors enjoy a tug-of-war game during the Korea Tourism Organization's special event inspired by the hit Netflix series "Squid Game" at Gwanghwamun Square in central Seoul, Thursday. Courtesy of Korea Tourism Organization

The Ministry of Culture, Sports and Tourism hosted an experiential tourism event titled “A Special Travel Day with Squid Game” jointly with the Korea Tourism Organization (KTO) at Gwanghwamun Square in central Seoul, Thursday, inviting 82 foreign visitors to participate in themed activities inspired by the hit Netflix series “Squid Game.”

The event was designed in connection with the global success of the KTO’s tourism campaign video “Escape to Korea — BETTER RUN,” which drew inspiration from the series and received enthusiastic responses from international audiences.

In the promotional video, the main character receives an “Imagine your Korea” invitation and becomes player number 82 — a nod to South Korea’s international dialing code.

A total of 82 participants, selected from more than 4,000 applicants across 33 countries, took part in the event. Wearing “Squid Game”-style tracksuits, they followed the instructions of pink guards and completed missions around central Seoul, including stops at Hiker Ground and the Han River. In addition to the games, participants enjoyed cultural experiences such as traditional Korean dining, making instant noodles by the Han River and K-pop dance sessions — offering a glimpse into Korean culture and daily life.

“I discovered my interest in Korean tourism through the Imagine Your Korea YouTube channel, and I’m so happy to finally experience the Korea I had only imagined,” said Christina, a participant from the U.S.

“Korea has exceeded my expectations, and I definitely want to come back.”

A KTO official said the campaign’s message, “Escape to Korea,” is intended to symbolize an open invitation to explore the country.

“By organically connecting globally popular Korean Netflix content with tourism promotion, we aim to turn potential interest into real visits and continue building a sustainable promotional cycle,” she said.

Since their release beginning July 3, the six “Escape to Korea — BETTER RUN” campaign videos have collectively garnered more than 370 million views worldwide, according to KTO.