[OSENWORLD] South Korea has launched the “K-Culture Tourism Campaign Preparatory Committee,” an initiative aimed at turning global K-pop and K-culture fandom into a new driver of tourism and economic growth.
At its core, the campaign seeks to leverage fandom. Organizers plan to create multilingual promotional content featuring K-pop idols, actors, and cultural stars at major events and concerts, to be widely distributed across social media and digital platforms. By spotlighting Hallyu figures, the initiative aims to make Korea the natural travel choice for overseas fans.
Interactive elements are central to the strategy. Artists will be encouraged to join fan engagement programs, promising visitors more than sightseeing — offering a cultural exchange where fans, stars, and Korea itself are interconnected.
A flagship component is its partnership with the 2026 K WORLD DREAM AWARDS, scheduled for next August. Global fans who vote in the awards will receive free entry, giving them a direct reason to travel to Korea. The event, which began in 2017 as the Soribada Best K-Music Awards, already draws audiences that are more than 90% overseas. Next year marks its 10th anniversary, and the collaboration is expected to elevate it into a comprehensive cultural tourism platform.
The campaign is also significant as a private-sector initiative linking entertainment and tourism, with the goal of strengthening Korea’s cultural competitiveness and identifying new growth drivers for the tourism industry.
Chairperson Lee Jung-seok, a veteran singer and former vice chair of the K-Culture Committee, pledged: “We will work closely with major Hallyu media outlets to boost Korea’s economy and attract overseas visitors. Our goal is to ensure that global fans who love K-culture can experience Korea more closely and deeply.”
/k_inside@osen.co.kr
Courtesy of K-Culture Tourism Campaign Committee
