Park Bo-gum Named Honorary Ambassador for Korean Tourism
Actor Park Bo-gum has been appointed as the honorary ambassador for Korean tourism by the Ministry of Culture, Sports and Tourism. This designation comes as part of a broader initiative to promote the country’s unique cultural and travel experiences. Park, known for his role in the Netflix series “When Life Gives You Tangerines,” will serve in this capacity for a year, working closely with the ministry to enhance the visibility of Korean tourism.
The announcement was made through a teaser video for the “Never Ending Korea” tourism campaign, which was uploaded to the ministry’s YouTube channel, Imagine Your Korea. The video highlights the diverse attractions of South Korea and sets the stage for a new wave of promotional content featuring Park Bo-gum.
A Legacy of Celebrity Ambassadors
Park joins a long list of prominent figures who have served as tourism ambassadors in recent years. In 2022, the K-pop group BTS took on the role, followed by actor Lee Jung-jae from the hit series “Squid Game” in 2023, and the girl group NewJeans in 2024. Their involvement has helped to increase global interest in Korean culture and travel.
As this year’s ambassador, Park is set to focus on promoting personalized aspects of Korean tourism that align with current travel trends. Many tourists are now seeking unique, tailored experiences rather than traditional tour packages. Park encourages travelers to become “the main character of the story” by immersing themselves in the endless charms of Korea.
New Promotional Content
Two additional videos will be released on July 29, the day Park is officially declared the honorary ambassador. These will include a short film and a music video. Park also contributed to the campaign by singing the theme song, “On My Way,” which was produced by KZLab, the team behind Kenzie. The track will be available on streaming platforms starting Thursday.
In addition to Park’s efforts, the government has partnered with Netflix to create promotional content based on popular shows. A video using scenes from “Squid Game” was released on July 3, and another based on “All of Us Are Dead” will debut on August 7. These collaborations aim to leverage the global appeal of K-content to attract more visitors to Korea.
Expanding the Reach of Korean Tourism
The government has also created videos highlighting rural regions such as Jeolla and Gyeongsang. These areas are rich in natural beauty and cultural heritage, yet often overlooked by international tourists. By showcasing these hidden gems, the ministry hopes to encourage more people to explore beyond the major cities.
Promotional videos will be displayed in Times Square in New York and in 15 other cities around the world, including Tokyo, Beijing, and Bangkok. The government is also targeting 20 major markets through partnerships with YouTube and Netflix. These efforts are designed to reach a wider audience and inspire real-life travel experiences in Korea.
Global Appeal of K-Content
According to Netflix, viewers of K-content are twice as likely to visit Korea in person. The new ad campaign serves as an invitation to experience the real-life version of what is seen on screen. By blending entertainment with travel, the ministry aims to create a deeper connection between global audiences and Korean culture.
The promotional videos were shot in over 85% of their scenes outside of Korea, emphasizing the country’s diverse landscapes and hidden treasures. An official from the Ministry of Culture, Sports and Tourism noted that the goal is to support the development of tourism in rural areas by introducing them to international visitors.
Through these initiatives, Korea continues to position itself as a must-visit destination, combining modern entertainment with rich cultural traditions. With Park Bo-gum at the forefront, the future of Korean tourism looks promising and exciting.
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