New 'K-Culture Powerhouse' Campaign Launched to Attract Global Tourists
A new initiative, the 'K-Culture Powerhouse Overseas Tourist Attraction Campaign Preparation Committee,' has officially launched, aiming to promote South Korea as a top global cultural destination and stimulate the economy.
The campaign seeks to highlight Korea's unique and diverse cultural appeal to the world, ultimately driving an increase in inbound tourism and boosting domestic consumption. Beyond mere sightseeing, it plans to offer a platform for cultural inspiration and exchange through various programs and events that showcase the full spectrum of K-culture, including K-pop, dramas, traditional arts, cuisine, and lifestyle.
Singer Lee Jeong-seok has been appointed as the committee chairperson, leveraging his experience to spearhead a systematic global promotion strategy that integrates Hallyu (the Korean Wave) with tourism. The committee will produce multilingual promotional content utilizing the overseas activities of K-pop artists and actors, focusing on social media and digital platforms to encourage international fans to choose South Korea as their travel destination. Plans are also in place to develop interactive campaigns engaging directly with fan communities, fostering a K-culture tourism model where fans, stars, and South Korea collaborate for economic revitalization.
A key component of the campaign is its linkage with the '2026 K WORLD DREAM AWARDS,' scheduled for August next year. Global fans participating in the awards' voting will be offered free admission, creating an opportunity for them to visit Korea and solidifying the country's status as a 'fandom pilgrimage site.' This event, which typically attracts a large international audience, is expected to evolve into a comprehensive cultural tourism platform merging K-culture and travel.
"We will strive to make Korea more accessible and deeply experiential for global fans who love K-culture," stated Chairperson Lee Jeong-seok. Collaborations with leading K-Hallyu media and expert advisors like composer Park Geun-tae and entertainment lawyer Roh Soo-jang will provide strategic and legal support, ensuring a well-organized and sustainable campaign. This private-led initiative aims to connect the K-culture and tourism industries, boosting Korea's cultural competitiveness and discovering new growth engines for its tourism sector.
Lee Jeong-seok, the newly appointed committee chairperson, brings valuable experience from his previous role as vice chairperson of the K-Culture Powerhouse Committee. His leadership is expected to drive an innovative promotional strategy blending Hallyu and tourism. The campaign's primary objective is to significantly increase inbound tourism and stimulate the national economy through cultural promotion. Chairperson Lee is committed to ensuring global fans of K-culture can experience Korea more intimately and deeply.