Following BTS, Lee Jung-jae and NewJeans, Park joins Korea’s tourism efforts as honorary ambassador
Actor Park Bo-gum has been appointed as the honorary ambassador for 2025 Korea Tourism, the Ministry of Culture, Sports and Tourism announced Thursday.
A teaser video for the upcoming global promotional campaign was unveiled on the ministry’s official YouTube channel “Imagine Your Korea,” revealing Park as the new face of Korean tourism.
The ministry and the Korea Tourism Organization have consistently tapped top-tier Hallyu stars to front their annual campaigns — BTS in 2022, Lee Jung-jae in 2023 and NewJeans in 2024. Park, widely loved for his nuanced acting, most recently in the Netflix hit “When Life Gives You Tangerines,” will now lead efforts to promote Korea abroad over the next year.
As global travelers increasingly seek personalized, emotionally resonant journeys rather than conventional sightseeing, this year’s campaign encourages visitors to take charge in their own Korean travel stories.
In the teaser clip, Park extends an invitation, asking, “Will you be the main character of this story?” The message kicks off the “Never Ending Korea” campaign, aimed at showcasing the country’s charms and immersive travel experiences.
The ministry and the tourism authority will officially appoint Park as the ambassador on Tuesday and unveil two campaign films along with a behind-the-scenes clip.
The ads — produced in the style of a short film and music video — feature both Park’s real-life persona and an alter ego.
Adding to his involvement, Park also recorded the campaign’s official theme song, “On My Way,” composed and written by KZLAB, a team led by renowned K-pop producer Kenzie of SM Entertainment. The song will be released Thursday on major streaming platforms, including Spotify and Melon.
In collaboration with Netflix, the ministry has also produced tourism-themed videos inspired by global Korean hits “Squid Game” and “All of Us Are Dead.” The “Squid Game” version, titled “Escape to Korea — Better Run,” has drawn more than 8.4 million views since its release on July 3.
The “All of Us Are Dead” campaign video, “Escape to Korea — Better Together,” is slated for release on Aug. 7. According to Netflix, 72 percent of Korean content viewers expressed interest in visiting Korea, nearly double the 37 percent among non-viewers.
“More than 85 percent of this year’s eight campaign videos were filmed outside Seoul, emphasizing hidden gems and lesser-known destinations in a bid to boost regional tourism,” a ministry official said in a statement.
As part of efforts to support regional tourism, the campaign also includes theme ads spotlighting the Gyeongsang and Jeolla provinces, which suffered recent setbacks due to natural disasters and transportation incidents.
The Gyeongsang video, “Where Energy Never Sleeps,” focuses on Gyeongju, the host city for the upcoming APEC summit, while the Jeolla provinces’ “Where Beauty Moves Hearts” highlights the region’s artistic allure through music and dance.
The campaign videos will be screened on landmark billboards in 16 major cities including New York’s Times Square, Tokyo, Beijing and Bangkok through November. Additional promotions will run across YouTube and Netflix, targeting over 20 key global tourism markets.
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