The Seoul Metropolitan Government (서울시) and the Seoul Tourism Organization (서울관광재단) are rolling out a massive tourism campaign called 'Absolutely in Seoul' across seven major international cities, including New York's Times Square. Leading the charge are K-pop groups aespa (에스파) and RIIZE (라이즈). Alongside this, Korean language learners from 30 countries are visiting Korea to immerse themselves in language and cultural experiences, contributing to the global spread of K-culture.
The 'Absolutely in Seoul' Campaign with K-Pop Stars
According to a report by The Korea Times (RSS_KDRAMA), the Seoul Metropolitan Government and the Seoul Tourism Organization are running the 'Absolutely in Seoul' campaign in seven international cities, including New York, Tokyo, and Bangkok. The campaign features Karina (카리나) and Winter (윈터) from K-pop girl group aespa (에스파), and boy group RIIZE (라이즈). With the concept of 'Seoul Syndrome,' the campaign aims to capture the lasting impression the city leaves on visitors and their desire to return, showcasing Seoul's charm where ordinary experiences become extraordinary.
In key international locations, campaign videos are being screened: in New York's Times Square until November 29th, around Tokyo's Shibuya Scramble until November 20th, and in Bangkok from November 1st until the end of November. The campaign is also set to expand to Taipei, Beijing, Shanghai, and Jakarta.
Within Korea, campaign videos have been broadcast since October 12th in major commercial and tourist areas of Seoul, including COEX (코엑스), Myeongdong (명동), Euljiro (을지로), and Jonggak (종각). In collaboration with Lotte Department Store (롯데백화점), advertisements will run on the Myeongdong Lotte Town Light Media Facade until December 31st. Additionally, through a partnership with CJ CGV (a major South Korean cinema chain), ads are being shown on screens inside subway trains on Seoul Subway Line 2 and the Shinbundang Line until November 30th.
"Our outdoor advertising campaign in global city landmarks, including New York's Times Square, is a valuable opportunity to directly introduce Seoul's charm to potential tourists."
— Kim Byungmin (김병민), CEO of the Seoul Tourism Organization
Kim Byungmin, CEO of the Seoul Tourism Organization, stated, "By combining global K-culture with Seoul's diverse tourism content, we will strengthen Seoul's brand competitiveness and convert worldwide interest into actual visits."
Youth from 30 Countries Experience K-Culture Through Korean Language Camp
According to The Korea Herald (KOREA_HERALD), 92 Korean language learners and teachers from 30 countries participated in the '2026 International Korean Language Education Youth Camp,' hosted by the Ministry of Education (교육부) and the International Korean Language Education Foundation (국제한국어교육재단). During the five-day camp, held from November 10th to 14th, participants enjoyed a variety of cultural experiences, including AI-based Korean language classes, a visit to Gyeongbokgung Palace (경복궁, a historic royal palace in Seoul), and Korean food experiences.
Notably, during the Korean literature presentation contest, participants read literary works and shared their interpretations. Students Phung Khanh Linh (풍 칸 린) from Vietnam, Siriwardena Chanthuki Thathyana (시리와르데나 찬투키 타티아나) from Sri Lanka, and Prasista Zharafah Mulia (프라시스타 자라파 물리아) from Indonesia received the Minister of Education Award for their outstanding performances. Siriwardena read Hwang Ji-woo's (황지우) poem 'While Waiting for You' (너를 기다리는 동안), expressing Korea as the subject of waiting within the poem.
Participants also had the opportunity to practice parts of the musical 'Sejong, 1446' (세종, 1446), which tells the story of King Sejong the Great's (세종대왕) creation of Hangeul (한글, the Korean alphabet), and learned its theme song. On the final day of the camp, Tuesday evening, an excerpt performance from the musical and a K-pop competition were scheduled to take place at the National Assembly (국회, Korea's legislative body).
"We hope this program helps Korean language learners worldwide grow into global citizens with a lasting connection to Korea."
— Choi Kyojin (최교진), Minister of Education
Minister of Education Choi Kyojin expressed, "The experience of meeting peers from other countries in Korea will motivate participants to continue learning Korean." He added, "We hope this program helps Korean language learners worldwide grow into global citizens with a lasting connection to Korea." The program initially began in 2019 to promote youth exchange with ASEAN countries and expanded its scope to include Korean language learners from around the world starting in 2022.
https://www.koreaherald.com/article/10932077캠페인 도시 (개) 7
참가국 (개국) 30
캠프 참가자 (명) 92
The large-scale global campaign led by K-pop stars and the direct cultural experiences of Korean language learners are expected to create synergy, each in their own way, in promoting Korea's appeal worldwide. It remains to be seen how these multifaceted K-culture promotional efforts will positively impact attracting international tourists and spreading Korean culture.
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