This time, Culture and Tourism Sales... Oh Se-hoon "Came to Share Seoul's Charm"

Seoul City Hosts 'Seoul My Soul in Dubai'
Mayor Oh Promotes Seoul Tourist Spots like Namsan and Hangang
Experience Zones for Beauty, Wellness, Medical, Food, and Brands Set Up
Enjoy K-POP Cover Dance and Idol Performances

Seoul Mayor Oh Se-hoon has launched a full-scale 'Seoul sales' campaign in the Middle East. Following a meeting with the Deputy Ruler of Dubai and the signing of an MOU (Memorandum of Understanding) with the Dubai Chamber of Commerce on the previous day (local time, the 6th), agreeing on economic exchanges, he has now turned to promoting 'cultural tourism.' The Seoul Metropolitan Government views Middle Eastern tourists visiting Korea as a new niche market.

Mayor Oh, who embarked on a 5-night, 7-day business trip to the United Arab Emirates (UAE) starting from the 5th, attended the 'Seoul Tourism Promotion' held at The Agenda in Dubai on the afternoon of the same day. He told visitors, "I came to share the charm of Seoul," introducing Korean culture and major tourist spots in Seoul firsthand.

On the 6th (local time), visitors who came to the 'Seoul My Soul in Dubai' event held in Dubai and Seoul Mayor Oh Se-hoon shouting "Seoul My Soul."
[Photo by Seoul City]

This Seoul Tourism Promotion was prepared over two days, the 6th and 7th, by the Seoul Metropolitan Government and the Seoul Tourism Foundation under the theme 'Seoul My Soul in Dubai.' Especially on the first day alone, 2,000 people gathered, confirming the high level of interest in Seoul in the Middle East.

Seoul is focusing on this point. Although the number of Middle Eastern tourists visiting Korea last year was about 200,000, accounting for only 1.8% of all tourists, the average spending per person reached approximately $1,700. Moreover, considering that their length of stay is long-term, exceeding 10 days, it is judged to be an attractive market in the tourism sector.

Furthermore, since 2022, the UAE has newly entered the high-growth group of Hallyu (Korean Wave) fans, ranking within the top 5 in the 2024 Overseas Hallyu Survey for Hallyu favorability, indicating high popularity and preference for Hallyu. A Seoul city official explained, "We sensed the potential demand for visits to Korea and planned this promotion accordingly."

On the day, Mayor Oh also directly mentioned Seoul’s tourist spots and wished for visits to Seoul. Regarding Namsan Seoul Tower, Seoul’s representative landmark, he said, "It is a place like Central Park in New York," adding, "You can take a cable car to the top. We are also planning to install a gondola."

He cited 'the coexistence of tradition and modernity' as Seoul’s greatest charm. Mayor Oh emphasized, "The most representative place to experience Korean tradition is Gyeongbokgung Palace," adding, "Near Gyeongbokgung, you can taste and experience globally famous foods such as bulgogi, tteokbokki, and bibimbap, which always appear in movies or dramas set in Seoul." He also directly mentioned 'Seoul’s Moon,' scheduled to operate over Yeouido Hangang Park from June, as well as Sebitseom on the Hangang River and Dongdaemun DDP.

Local visitors showed high interest. At the brand zone, various Seoul goods such as magnets, soban (small traditional tables), and dalgona (honeycomb toffee) attracted the attention of locals. In the beauty zone, visitors received K-beauty makeup using decorative stickers, while the food zone offered various desserts currently trending in Seoul. The medical zone provided various programs to measure stress and skin aging conditions.

The wellness zone, decorated with media art walls and ASMR, featured a 'Seoul Picnic Experience,' offering visitors a special opportunity to enjoy Seoul’s four seasons.

One side of the experience hall was set up as a photo zone, where visitors could become the stars of idol music videos or take commemorative photos in various concept photo studios featuring Seoul backgrounds such as the subway. Outside the experience hall, there were also attractions such as K-POP cover dance performances by local Dubai dance teams and Seoul brand shows. Mayor Oh personally visited the 'Seoul Picnic,' 'Beauty Seoul,' 'Seoul Snack Zone,' and 'Medical Seoul Experience Zone' set up at the venue.

The event concluded with a K-POP concert. On the 6th, Oh My Girl performed, and on the 7th, KARD appeared, drawing enthusiastic responses from local audiences with not only performances but also fan sign events and various other activities. A Seoul city official said, "Interest in K-POP as well as Korean culture and Seoul tourism is steadily increasing in the Middle East," adding, "In response, Seoul will continue to prepare various events, attractions, and enjoyable experiences befitting its status as a global tourism city."

On the 6th (local time) in Dubai, the winner of the 'Seoul My Soul in Dubai' lucky draw and Seoul Mayor Oh Se-hoon.
[Photo by Seoul City]

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