Article Summary:
- NewJeans appointed as South Korea’s honorary tourism ambassadors.
- Promotional videos featuring the group will be displayed in major global cities.
- South Korea’s tourism has nearly recovered to pre-pandemic levels.
- NewJeans aims to inspire more young people worldwide to visit South Korea.
K-pop girl group NewJeans has been appointed as South Korea’s honorary tourism ambassadors, the South Korean Ministry of Culture, Sports and Tourism, and the Korea Tourism Organisation (KTO) announced today. This appointment aims to further promote South Korea as a premier travel destination, leveraging the global popularity of K-pop and Korean culture.
The five-member group, comprising Minji, Hanni, Danielle, Haerin, and Hyein, is set to be the new face of Korean tourism. The band members expressed their excitement and honor at being chosen for this role. “We are very happy to be appointed as an ambassador to promote South Korean tourism today,” said Minji. She added that it would be a “great joy” for the group to showcase their country’s unique charms.
NewJeans has already appeared in two promotional videos on the KTO’s YouTube channel, Imagine Your Korea. These videos focus on Korean cuisine and cultural experiences, with band members sharing personal recommendations. The videos highlight popular activities such as eating gimbap dipped in tteokbokki sauce, visiting traditional Korean houses (hanok), and savoring seasonal Korean dishes like samgyetang (ginseng chicken soup) and mul-naengmyeon (cold buckwheat noodles).
The promotional videos will be displayed on electric signboards in 14 major cities across 12 countries, including prominent locations like New York’s Times Square, Tokyo, and Beijing, until October. During the Paris Summer Olympics, shorter versions of these videos will be featured on digital screens throughout the city.
This initiative follows the ministry’s previous appointments of notable figures like Emmy-winning “Squid Game” actor Lee Jung-jae in 2023 and global superstars BTS in 2022 as honorary tourism ambassadors. Culture Minister Yoo In-chon expressed high hopes for NewJeans’ impact, stating, “The ministry hopes that NewJeans’ ads will inspire young people around the world to imprint Korean tourism in a sophisticated manner and motivate them to visit and experience the real Korea.”
South Korea has seen a significant recovery in tourism, reaching nearly pre-pandemic levels this year. According to Agence France-Presse (AFP), approximately a third of visitors cited K-pop or K-drama as major motivations for their visit. Tourist arrivals are currently about 90 percent of pre-pandemic levels. With NewJeans as tourism ambassadors, the minister expects even more global visitors.
In 2023, South Korea welcomed over 11 million tourists, a 245 percent increase compared to 2022. The majority of these visitors were from China and Japan. The ministry’s survey also revealed that 35.6 percent of inbound visitors last year were under 30, with 84 percent traveling independently.
NewJeans, managed by South Korean agency Ador and label Hybe, debuted with their single “Attention” on July 22, 2022. They quickly gained popularity, with their debut extended play “New Jeans” following shortly after. The group recently held their first fan meet at Tokyo Dome, marking the fastest debut at this venue for any foreign artist, with tickets selling out in minutes. Their Japanese debut single “Supernatural” has sold over a million copies, achieving their fifth million-seller status.
“We will take the lead in promoting Korean culture and tourism to the world,” the group affirmed during the appointment ceremony in Seoul.
