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South Korean actor Park Bo-gum appointed as honorary ambassador for Korean tourism promotion

Korean authorities appoint Park Bo-gum, star of the popular Netflix series "When Life Gives You Lemons," as the tourism ambassador for Korea. For the subsequent year, Park is tasked with advertising and boosting the Korean tourism sector.

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South Korean actor Park Bo-gum appointed as ambassador for promotional campaigns of Korean tourism
South Korean actor Park Bo-gum appointed as ambassador for promotional campaigns of Korean tourism

South Korean actor Park Bo-gum appointed as honorary ambassador for Korean tourism promotion

The Ministry of Culture, Sports and Tourism of South Korea has teamed up with streaming giant Netflix to create a series of promotional videos for Korean tourism. The campaign, aimed at attracting global fans of Korean culture, features actor Park Bo-gum as this year's honorary ambassador for Korean tourism.

The promotional videos, released on various platforms, are inspired by popular K-content series. One of the videos, titled "Escape to Korea – Better Run," is themed around the hit series "Squid Game" and has already amassed over 8.4 million views since its release on July 3, 2025. Another video, "Escape to Korea – Better Together," set to be released on August 7, 2025, is inspired by the series "All of Us Are Dead."

In addition to the K-content inspired videos, there are also regional promotional videos. "Gyeongsang, Where Energy Never Sleeps" highlights areas affected by recent wildfires, focusing on Gyeongju, the host city of the upcoming APEC summit. "Jeolla, Where Beauty Moves Hearts" focuses on regions recovering from last year's Jeju Air passenger incident, showcasing the unique charm of Jeolla through music and dance.

The promotional videos do not contain any advertisements and do not have captions enabled. The audio settings for the videos include options for audio_0, audio_1, and audio_2.

These promotional efforts are part of a broader campaign to attract global fans of Korean culture. The videos will be displayed on landmark billboards in 16 major cities worldwide, including New York, Tokyo, Beijing, and Bangkok, from now until November. The campaign aims to capitalize on the interest generated by Korean content, with 72% of viewers expressing interest in visiting Korea, significantly higher than non-viewers.

[1] Source: Ministry of Culture, Sports and Tourism press release, July 23, 2025. [2] Source: Ministry of Culture, Sports and Tourism press release, August 7, 2025.

  1. The Ministry of Culture, Sports and Tourism of South Korea has collaborated with Netflix to produce promotional videos for Korean tourism, featuring celebrity ambassador Park Bo-gum.
  2. The campaign, targeting global fans of Korean culture, includes videos inspired by popular K-content series, such as "Squid Game" and "All of Us Are Dead," which have garnered millions of views.
  3. In addition to K-content themed videos, regional promotional videos have been created, highlighting locations like Gyeongju and Jeolla, which have faced recent challenges but boast unique charm and appeal.
  4. The promotional videos are available on various platforms without ads or captions, offering options for audio in three different settings (audio_0, audio_1, and audio_2).
  5. These videos will be displayed on billboards in 16 major cities globally until November to encapsulate the interest generated by Korean content, with 72% of viewers expressing a desire to visit Korea, compared to non-viewers.
  6. Notably, this initiative is part of a broader campaign to attract fans of Korean culture, entertainment, and lifestyle, as reported by Ministry of Culture, Sports and Tourism press releases on July 23, 2025, and August 7, 2025.

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