‘Hwanhon’ Lee Jae-wook Takes the Lead in Promoting Korean Tourism

Appointment of Honorary Ambassador of Korea Tourism Organization

The appointment ceremony of Lee Jae-wook as Honorary Ambassador of Korean Tourism. Photo by Korea Tourism Organization

[Asia Economy Reporter Kim Heeyoon] The Korea Tourism Organization announced on the 21st that actor Lee Jaewook, who plays the role of Jang Wook in the ongoing drama "Alchemy of Souls: Light and Shadow," has been appointed as an honorary ambassador for Korean tourism.

The appointment ceremony took place on the 20th in Kuala Lumpur, Malaysia, where the drama "Alchemy of Souls" is gaining popularity. On that day, Lee Jaewook participated in various side events, including interviews with multiple local media outlets and a fan meeting, proving his popularity as a Hallyu star.

Lee Jaewook began his acting career in 2018 and has recently become a popular Hallyu star across Asia, including Malaysia, through "Alchemy of Souls."

Going forward, he will promote Korean tourism for one year, starting with joining 'K-Friends,' a global Hallyu fan community operated by the organization, and promotional activities for 'Hiker Ground,' a complex Hallyu cultural space.

Yoo Jinho, head of the Tourism Product Division at the Korea Tourism Organization, said, "Since the proclamation of the '2023-2024 Visit Korea Year,' we plan to attract foreign tourists with various Hallyu stars in different fields," adding, "We expect Ambassador Lee Jaewook to play a significant role in attracting tourists through K-drama."

This content was produced with the assistance of AI translation services.