Yoona of Girls’ Generation becoming the first female Korea Tourism Ambassador


The Ministry of Culture, Sports and Tourism and the Korea Tourism Organization will launch global digital ads aimed at improving Korean tourism awareness and attracting more foreign tourists.

The advertising campaign will be unveiled on TV and YouTube and Facebook in major Southeast Asian countries, including Japan, Thailand, the Philippines, Vietnam and Malaysia as well as in China, Hong Kong and Taiwan.


The theme of the ad is “Your Own Trip to Korea.” It features foreign tourists who follow their tastes and interests to stimulate the psychology of enjoying Korean travel. It also reflected the preferred type of travel to Korea by market, with different themes.

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In the case of China and Southeast Asia, it has been produced under four themes: a so-called “psychological satisfaction-seeking” trip that links daily interests of young women to trips to Korea, a trendy Korean tour related to fashion and beauty, a unique experience tour that can only be enjoyed in Korea, and a family trip with their children.

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Yoona of Girls’ Generation, who is highly recognizable in Korea, will appear as an advertising model, naturally introducing a variety of experience streets that can be enjoyed in Korea.

Advertisements to be unveiled in Japan also focused on young women, who are the main market, utilizing four themes: taking pictures, traveling retro trips, eating gourmet trips, and traveling to fashion and beauty.

Unlike China and Southeast Asia, Japan plans to seek more local-specific advertising by introducing local models.

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HaB Korea 해브코리아 We are tourism people, we are going to make you happy in Korea! It's your trip, HaB it your way.
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