table of content table of content
Park Bo-gumthe irresistibly charming actor, seen this year in When life gives you tangerine and Good Boy, has been chosen for embody South Korea's new global tourism promotion campaign. Appointed honorary tourism ambassador to Korea for 2025 by the Ministry of Culture, Sports and Tourism, he joins a prestigious list of celebrities who have helped draw the world's attention to this fascinating country. After successful campaigns with BTS in 2022, Lee Jung-jae in 2023, and the NewJeans in 2024, it's now Park Bo-gum's turn to represent this vibrant, dynamic nation.
An ambassador of irresistible charm
As part of this campaign, Park Bo-gum will appear in 2 never-before-seen ads one as a short film, the other as a music video. These videos, which will be accompanied by bonus footage, have been created to capture the essence of South Korea, presenting it from a fascinating and accessible angle. And for the first time, the actor lends his voice to the musical theme of the clip, entitled "On My Way. A teaser for the song has been posted on the official channel "Imagine Your Korea.
The visuals for these campaigns will run until November on billboards in 16 major cities worldwide, including New York, Tokyo, Beijing, and Bangkok. Visibility enhanced by distribution on popular platforms such as YouTube and Netflixto reach a wide and diverse international audience.
The strength of Korean series
The campaign also draws on the enormous popularity of the K-dramas. In partnership with Netflixthe Korea Tourism Board has created themed videos inspired by hit series such as Squid Game and All of Us Are Dead. These series have helped make South Korea a must-see destination for fans of Asian culture, and this partnership reinforces the country's worldwide appeal as a tourist destination.
Exceptional growth in tourism
The year 2025 marks a turning point for tourism in South Korea. The country is experiencing a strong recovery from the pandemic, with the number of foreign visitors approaching pre-crisis levels. Between January and May, Korea welcomed 7.21 million visitors, an increase of 14.7 % on the previous year, and exceeding 2019 figures. Seo Young-chungActing President of the Korea Tourism Organization, says that 45,2 % of international travelers discovered Korea thanks to Korean television programs, illustrating the enormous impact of K-dramas on tourism.
An ambassador of choice for Korea
With his charisma and immense popularity, Park Bo-gum perfectly embodies Korea's values and commitment to promoting its landscapes, culture and traditions. His role as ambassador goes far beyond a simple advertising campaign: he is the emblem of the new generation of Koreans who proudly carry their country's culture abroad.
The global campaign initiated by Park Bo-gum will not only appeal to fans of K-dramas It also aims to attract a varied clientele, curious to discover the many facets of a country that continues to fascinate and amaze the world.
