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Seoul has launched a new global tourism campaign featuring K-pop stars Karina and Winter of aespa and members of RIIZE, as the city looks to strengthen its international tourism appeal through the global influence of Korean culture.
The Seoul Metropolitan Government and Seoul Tourism Organization appointed Karina, Winter and RIIZE as the city’s 2026 honorary tourism ambassadors. The campaign, titled “Absolutely in Seoul,” began rolling out on September 23 with a teaser, followed by a series of promotional videos that will be released through Visit Seoul’s YouTube and social media channels.
Campaign Introduces ‘Seoul Syndrome’
The central theme of the campaign is “Seoul Syndrome,” a concept created to describe the feeling of missing Seoul after leaving the city and wanting to return to experience its everyday culture and attractions again.
Rather than focusing only on major tourist landmarks, the campaign highlights experiences such as the Han River, neighbourhood streets, cafés, food, shopping, nightlife and K-content. The idea is to show how ordinary moments in Seoul can become memorable parts of a visitor’s trip.
Karina, Winter and RIIZE appear as modern-day immortals in the campaign’s fantasy-driven storyline. The videos use this concept to portray different aspects of Seoul tourism, including food, beauty, night tourism and Korean culture.
“This campaign is meaningful in connecting the global influence of K-culture with Seoul’s diverse tourism content and encouraging people around the world to experience the city for themselves,” said Kim Byung-min, CEO of the Seoul Tourism Organization.
The campaign will feature nine videos, beginning with the September 23 teaser. Alongside the videos, Seoul Tourism Organization is also planning interactive online activities, including a quiz based on the voices of the participating K-pop stars and activities asking global audiences to share the Seoul experiences they relate to most.
Seoul Takes Campaign Overseas
The campaign is also planned to move beyond digital platforms. From October, promotional activities will expand into international markets, including outdoor advertising in major overseas locations such as Times Square in New York.
The campaign will also be broadcast through CNN, with the Seoul Tourism Organization saying the television campaign is expected to reach more than 133 countries.
Offline activities are scheduled to begin in October at selected Seoul tourism information centres and Seoul My Soul shops. Visitors completing campaign-related missions will have opportunities to receive specially produced promotional items, including artist posters and photo cards.
The initiative comes as Seoul continues to use K-pop and the wider Korean cultural wave as part of its international tourism strategy. By combining entertainment personalities with food, nightlife, shopping, beauty and everyday city experiences, the campaign seeks to connect global K-culture audiences with physical travel experiences in Seoul.
The Seoul Tourism Organization said the broader objective is to extend international fans’ interest beyond K-pop and into different parts of the city, encouraging them to explore Seoul in person and potentially return for future visits.
