Wednesday, June 11, 2025
In a groundbreaking collaboration, South Korea Tourism has teamed up with Netflix to launch a global campaign aimed at boosting the country’s tourism appeal worldwide. This innovative partnership leverages the global reach of Netflix, capitalizing on the immense popularity of Korean content like Squid Game and All of Us Are Dead to inspire international audiences to explore South Korea’s unique culture, stunning landscapes, and vibrant city life. By merging entertainment with tourism marketing, the campaign seeks to draw global travelers to South Korea, offering them a chance to experience the destinations featured in their favorite shows.
Korea Tourism Teams Up with Netflix for Global Campaign to Boost Tourism
In an exciting development for the Korean tourism sector, the Ministry of Culture, Sports and Tourism, in collaboration with the Korea Tourism Organization (KTO), has launched a groundbreaking initiative to promote South Korea as a top travel destination worldwide. This innovative campaign is the first-ever partnership between a Korean government agency and the global streaming giant Netflix, combining the power of entertainment and tourism to captivate a global audience.
The campaign aims to elevate Korea’s tourism appeal by leveraging Netflix’s massive global reach. Through a series of co-produced advertisements, targeted marketing to Netflix users who have shown an interest in Korean content, and engaging interactive events, this initiative is set to take Korean tourism to new heights. By tapping into the success of K-dramas and films, the campaign seeks to inspire viewers to visit Korea, not just virtually but in real life.
One of the standout features of this collaboration is the special interactive event titled “VIP Tour to Korea Escorted by Pink Guards.” Inspired by the masked enforcers from the globally popular Netflix series Squid Game, the event takes a fun and exciting twist on the series’ iconic characters. The Pink Guards are known for maintaining order within the games while concealing their identities, and now, the campaign brings a piece of that mystery and thrill to potential travelers. As part of the event, lucky winners will be awarded an all-expenses-paid trip to South Korea, giving them a chance to explore the very locations featured in these hit shows.
To further enhance the experience, all campaign materials—including the teaser video, the main promotional video, and event details—will be available on KTO’s official YouTube channel, “Imagine Your Korea.” This platform will serve as the central hub for all campaign-related content, allowing fans from around the world to engage with the material and get excited about the possibility of visiting Korea. The combination of engaging content and enticing rewards promises to draw the attention of international audiences, sparking interest in Korea’s diverse attractions.
The collaboration between Netflix and the KTO does not stop with Squid Game. In August, the tourism board will roll out another global advertising campaign centered around the popular Netflix series All of Us Are Dead. This series, which tells the story of high school students fighting for survival in the midst of a zombie apocalypse, has captivated audiences around the world. Building on this widespread interest, the KTO’s upcoming ad campaign will highlight various aspects of Korean culture and tourism that have been showcased in the series, such as the country’s iconic urban landscapes, historical sites, and vibrant street culture.
This partnership with Netflix is particularly strategic for the KTO, as the global streaming platform continues to dominate entertainment consumption. South Korea’s K-dramas and films, like Squid Game and All of Us Are Dead, have seen immense international popularity, making Netflix an ideal platform to reach potential travelers. By aligning tourism promotions with the success of these shows, the KTO is able to tap into the cultural wave that South Korean entertainment is currently riding.
Moreover, this initiative represents a new wave of innovative tourism marketing strategies, where cultural exports—such as entertainment and media—are seamlessly integrated into promotional efforts for travel. By capitalizing on the global phenomenon of K-dramas, the KTO is crafting a modern, interactive way to connect viewers with the idea of visiting South Korea, making the country’s rich history, stunning landscapes, and unique attractions more accessible and relatable to a global audience.
The campaign also aims to offer more than just a typical tourist experience. With a focus on interactive events, viewers are encouraged to engage directly with the campaign and feel like part of the experience. The Squid Game themed “VIP Tour to Korea” offers not only an incentive for fans to get involved but also an immersive experience, making them feel closer to the entertainment that captured their attention in the first place. This level of involvement goes beyond the passive consumption of media, turning fans into active participants in the tourism narrative.
For the KTO, this partnership marks an important step in its ongoing efforts to diversify and modernize its marketing approach. The organization has long relied on traditional forms of advertising to attract tourists, but with the rise of digital media and streaming platforms, there has been a growing need for more innovative and interactive methods of engagement. Collaborating with Netflix allows the KTO to connect with younger, digitally savvy audiences who are already familiar with Korean content and might be more inclined to visit the country as a result.
The success of this campaign could have a far-reaching impact on the future of tourism marketing. By forging more partnerships with global media companies, the KTO could continue to expand its global footprint and attract visitors from a variety of international markets. Additionally, the partnership with Netflix positions Korea as not only a destination for traditional tourists but also for fans of pop culture, further enhancing the country’s cultural tourism appeal.
With the global tourism sector recovering post-pandemic, South Korea’s proactive approach in partnering with Netflix is a timely and strategic move. It reflects an understanding of how entertainment and travel can intersect in meaningful ways, and it’s likely to pave the way for other countries to explore similar collaborations. As we move forward into 2025, this campaign could serve as a blueprint for future global tourism promotions, utilizing the power of entertainment to drive travel in ways that were previously unimaginable.
South Korea Tourism has partnered with Netflix for a global campaign to attract international travelers. This collaboration leverages the global popularity of K-dramas and films to showcase South Korea’s unique cultural and travel offerings to a worldwide audience.
In conclusion, the collaboration between the Ministry of Culture, Sports and Tourism, the Korea Tourism Organization, and Netflix is an exciting development in the world of tourism marketing. By blending the popularity of Korean content with the allure of South Korea’s diverse attractions, this campaign is set to make a lasting impact on the global tourism landscape. As Netflix continues to shape the cultural conversation around the world, this partnership exemplifies the power of entertainment in influencing travel trends, offering a glimpse into the future of tourism promotions.
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