The "K-Cultural Powerhouse overseas tourist attraction campaign preparation committee," promoted as South Korea's new cultural vision and part of efforts to stimulate the economy, is officially launching.
This campaign aims to highlight Korea as a must-experience global cultural travel destination to people around the world based on Korea's unique and diverse cultural charms, and further aims to increase actual inbound tourists and stimulate the domestic economy.
Beyond simple tourism, various programs and events will be prepared to provide venues for cultural inspiration and exchange. Through all-around K-culture promotion ranging from K-pop, drama, traditional culture, food, to lifestyle, the aim is to share Korea's intangible asset with the world.
▲ Lee Jeong-seok appointed chairperson…will lead promotion blending Hallyu and tourism
The preparation committee announced its launch on the 24th and said singer Lee Jeong-seok has been appointed chairperson. Based on his experience as former vice chairperson of the K-Cultural Powerhouse committee, Chairperson Lee plans to pursue a systematic global promotion strategy that combines Hallyu and tourism.
The committee will actively use overseas performances and major event sites of K-pop artists and actors, among other Hallyu stars, to produce and distribute multilingual promotional content. It plans to focus on social networking services (SNS) and digital platforms to encourage overseas fans to naturally choose South Korea as a travel destination.
The preparation committee also plans to encourage active participation from artists and carry out interactive campaigns with fandoms. Through this, it envisions realizing a K-culture tourism model where fans, stars and South Korea participate together, contributing to domestic economic revitalization beyond simple promotion.
▲ Connected with the "2026 K WORLD DREAM AWARDS"…fan-participation tourism attraction
A linked program with the "2026 K WORLD DREAM AWARDS," scheduled for next Aug., will also be promoted.
In particular, global fans who participate in voting will be offered free admission opportunities to provide an occasion to visit Korea directly. This is expected to be a strategic move to firmly establish Korea as a "fandom pilgrimage site" beyond simple concert attendance.
The "K World Dream Awards" is a representative K-culture event where more than 90% of the audience each year is composed of overseas tourists. Starting in 2017 as the "1st Soribada Best K-Music Awards," the awards, which will mark their 10th anniversary next year, are expected through this campaign to leap beyond a simple music festival into a complex cultural tourism platform that combines K-culture and tourism.
▲ "Bringing Korea closer to fans around the world who love K-culture"
Chairperson Lee said he will work with major K-Hallyu media to take the lead in revitalizing South Korea's economy and attracting overseas tourists, and said he will do his best so fans around the world who love K-culture can experience Korea more closely and deeply.
In addition to Chairperson Lee, composer Park Geun-tae and entertainment specialist lawyer Noh Su-jang have joined as advisory committee members to provide strategic advice and legal support. Through this, the campaign is expected to secure a more systematic and sustainable foundation for implementation.
This campaign was prepared and led by an entertainment-focused media that has led Hallyu. It is significant in that it is an attempt at the private level to connect K-culture and the tourism industry beyond mere promotion. Through this, it is expected to publicize Korea's cultural competitiveness worldwide and serve as an opportunity to discover new growth drivers for the tourism industry.
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