South Korea has appointed K-pop girl band NewJeans as “honorary ambassadors” to promote tourism, following a trend of Korean celebrities taking on similar roles. The country has seen tourism figures recover to nearly pre-pandemic levels this year, with K-pop and K-drama, also known as the “Hallyu” or Korean wave, being a major motivation for visitors. Tourist arrivals are currently at about 90% of pre-pandemic levels, according to culture minister Yu In-chon. NewJeans will serve as tourism ambassadors for a year, with no diplomatic responsibilities, following in the footsteps of previous representatives such as “Squid Game” star Lee Jung-jae and K-pop group BTS.
As part of their role, members of NewJeans have shared their personal recommendations for visitors, including trying “gimbap with tteokbokki sauce” and taking “a photo a day,” a practice popular among young Koreans. More than 11 million tourists visited South Korea last year, with a significant increase compared to 2020 when pandemic restrictions were still in place. Chinese and Japanese tourists made up the majority of visitors. NewJeans made a successful debut with their first fan meet at the Tokyo Dome, selling out tickets in minutes, making it the fastest debut for a foreign artist at the venue. Their Japanese debut single “Supernatural” has already sold over a million copies, marking their fifth million-seller.
The appointment of NewJeans as tourism ambassadors is expected to attract more international visitors to South Korea, leveraging the popularity of K-pop and K-drama. The group’s rise in popularity, both domestically and internationally, has contributed to their success as ambassadors for tourism promotion. The endorsement of celebrities and popular figures has been a common strategy used by many countries around the world to boost tourism. With the recovery of tourism figures in South Korea, the partnership with NewJeans is seen as a way to further leverage the appeal of K-pop and K-drama to attract visitors.
The impact of K-pop and K-drama, collectively known as the “Hallyu” or Korean wave, on South Korea’s tourism industry cannot be understated. The global popularity of Korean entertainment has drawn millions of fans from around the world to visit the country. The success of groups like BTS and now NewJeans as tourism ambassadors highlights the influence of these cultural exports in driving tourism. As South Korea continues to promote its unique cultural offerings on the global stage, the role of K-pop and K-drama in attracting visitors is only expected to grow.
The recommendations provided by NewJeans for visitors, such as trying traditional Korean cuisine and adopting local customs, offer a personalized touch to the tourism experience. By sharing their insights and suggestions with potential tourists, the group helps create a more engaging and immersive travel experience. This approach aligns with the broader trend in tourism marketing towards personalized and experiential offerings, catering to the preferences and interests of modern travelers. As South Korea positions itself as a top destination for international tourists, partnerships with popular figures like NewJeans play a crucial role in showcasing the country’s culture and attractions.
In conclusion, the appointment of NewJeans as tourism ambassadors by South Korea highlights the country’s commitment to leveraging the popularity of K-pop and K-drama in promoting tourism. With tourism figures on the rise and the influence of Korean entertainment growing globally, partnerships with celebrity ambassadors like NewJeans serve as a powerful marketing tool. By tapping into the appeal of K-pop and K-drama, South Korea is able to attract a diverse range of visitors and showcase its unique cultural offerings on the international stage. As the influence of Hallyu continues to expand, the role of celebrity ambassadors in driving tourism is expected to play an increasingly important role in promoting South Korea as a premier travel destination.
