Korea Tourism Organization Launches 'Korea Camp' to Boost Korean Travel with 'Yoo Jae-suk Camp' Collaboration

Advertising Campaign Featuring K-beauty, K-pop, and Cuisine
Teaser to Be Released on June 12

The Ministry of Culture, Sports and Tourism and the Korea Tourism Organization announced on the 11th that they will launch the Korea Tourism global advertising campaign "Korea Camp" in collaboration with the Netflix variety show "Yoo Jae-suk Camp."

The Ministry of Culture, Sports and Tourism and the Korea Tourism Organization announced on the 11th that they will launch the Korea Tourism Global Advertising Campaign "Korea Camp" in collaboration with the Netflix variety show "Yoo Jae-suk Camp."

"Yoo Jae-suk Camp" is a variety program where rookie camp manager Yoo Jae-suk, along with staff members Lee Kwang-soo, Byun Woo-seok, and Ji Ye-eun, create episodes together with guests staying at the camp. Upon its release on May 26, it immediately ranked No. 1 in Netflix's domestic viewership rankings. Yoo Jae-suk, who has built international recognition through variety shows such as "Running Man," is attracting the attention of both domestic and overseas viewers with his appearance on the show.

Last year, the Korea Tourism Organization recorded over 68 million views through campaigns inspired by the intellectual property (IP) of Netflix series "Squid Game" and "All of Us Are Dead." This year, the organization plans to expand collaborations to include K-variety shows, aiming to convert content consumption into actual demand for travel to Korea.

This campaign features the journeys of foreigners of various nationalities, ages, and professions as they travel across Korea and discover new aspects of the country. Participants experience tourism content available in Korea, such as K-beauty, K-pop, cuisine, and local culture. The video also incorporates Easter eggs, including props and scenes reminiscent of "Yoo Jae-suk Camp."

The campaign will begin with the release of a teaser video on June 12, followed by the main episodes in sequence. It will be released through the Korea Tourism Organization's official YouTube channel "VisitKorea" and other global platforms such as Netflix. After the release of the main episodes, an online event will also be held, offering selected participants the opportunity to directly experience the K-culture and tourism content featured in the campaign.

Park Seong-hyuk, President of the Korea Tourism Organization, stated, "By collaborating with globally beloved K-content IP, we aimed to convey the appeal of Korean tourism in a friendly and engaging way. We will continue to establish a virtuous cycle marketing system that leads foreigners to visit Korea after experiencing our advertisements."

This content was produced with the assistance of AI translation services.