Lee Jung-jae Promotes K-Tourism: Korea Tourism Organization Launches Challenge Korea Campaign

Offline Event at Higherground Until July 2

The Ministry of Culture, Sports and Tourism and the Korea Tourism Organization announced on the 27th that they will launch the 'Challenge Korea' campaign to ensure the success of the '2023?2024 Visit Korea Year' and to achieve the goal of attracting 30 million foreign tourists by 2027.

2023 Korea Tourism Overseas Advertisement Image Photo Spot Edition
[Photo by Korea Tourism Organization]

This campaign begins with a new overseas advertisement for Korean tourism. The advertisement, first revealed at 10 a.m. on the 27th through the Korea Tourism Organization's YouTube channel 'Imagine Your Korea,' features actor Lee Jung-jae, who serves as the ambassador for the 'Visit Korea Year' and honorary ambassador for Korean tourism. The ad conveys the message to 'challenge yourself to experience Korea’s dynamic and unique K-culture,' reflecting the purpose of the 'Challenge Korea' campaign.

The new advertisement consists of four parts: Dance, Food, Photo Spot, and Future. The videos showcase captivating K-culture and tourist destinations. The 'Dance Dance Dance' segment features music by famous Korean DJ Peggy Gou and presents K-pop dance, traditional tightrope walking and Taekwondo group performances, as well as dances using jump ropes and bicycles. It also includes street dance by the world-renowned dance crew 'Just Jerk' and K-dance ambassador Lia Kim.

The 'Battle of K-Food' segment introduces dishes such as kalguksu (hand-cut noodle soup), Andong jjimdak (braised chicken), tteokgalbi (grilled short rib patties), and street foods like tteokbokki (spicy rice cakes), fried snacks, and sundae (Korean blood sausage). It vividly captures the atmosphere of famous Korean food streets such as Jeonju Gamak Street, Seoul Gwangjang Market, and Gangneung Chodang Sundubu Village.

Additionally, the 'Shooting Star' segment reflects recent travel trends focused on taking SNS (social network service) certification photos, while the 'Hello Future' segment stylishly portrays Korea’s future vision and city nightscapes. These four new advertisements will promote inbound tourism to Korea.

2023 Korea Tourism Overseas Advertisement Dance Edition.
[Photo by Korea Tourism Organization]

The advertisements will be broadcast sequentially from July to October on landmark digital billboards in over 10 countries worldwide. Notably, this year marks the first time 3D advertisements will be displayed on digital billboards in Times Square, USA, and Shinjuku, Tokyo, Japan. Targeting the global MZ generation (born from the early 1980s to early 2000s) across 22 countries, the ads will also be showcased on digital platforms such as YouTube, Meta, and TikTok.

Furthermore, the Challenge Korea Week will be held until July 2 on all floors of the Korea Tourism Promotion Center’s Hiker Ground. An overseas advertisement archive zone on the 3rd floor will allow visitors to view the evolution of overseas advertisements from 2010 to 2022 alongside the new 2023 ads. K-brand pop-up booths will operate from the 2nd to 5th floors. The Korea Tourism Organization explained that the 'Challenge Korea Content Awards,' held from May 23 to June 16, attracted a total of 1,630 participants, discovering diverse content.

Kim Jang-sil, President of the Korea Tourism Organization, stated, "Through the Challenge Korea campaign, we will strive to ensure that the charm of K-culture, which resonates with people worldwide, leads to actual K-tourism."

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