Seoul Tourism Foundation Partners With LAFC to Boost Global Sports Marketing

Foreign tourists pose in traditional royal court attire at a large Haechi photo zone. [Photo=Seoul Tourism Foundation]

The Seoul Tourism Foundation has partnered with Los Angeles FC, a leading club in Major League Soccer, as it steps up sports-linked global marketing aimed at accelerating its push toward an era of 30 million inbound visitors to Seoul.

The foundation, led by CEO Gil Ki-yeon, said it signed an official partnership with LAFC on April 20 local time and has begun efforts to strengthen Seoul’s tourism brand. The collaboration is designed to use sports events with global fan bases to promote Seoul worldwide.

◆ U.S. soccer fans try Korean traditional games at BMO Stadium fan event

Ahead of the signing, about 2,000 local fans attended LAFC’s Fan Fest on April 19 at BMO Stadium, the club’s home venue, the foundation said. It ran challenge-style events meant to showcase Seoul’s energy.

Activities included a “Seoul Heading Challenge,” built in stages to reflect the heights of Seoul landmarks such as Gyeongbokgung Palace and the Dongdaemun Design Plaza, and a “Seoul Jegichagi Challenge” that combined soccer juggling with the traditional Korean kicking game. The jegichagi zone drew long lines as fans repeatedly tried again after finding it harder than expected. The foundation also offered hanbok experiences and operated a photo zone featuring Haechi, a signature Seoul character.

◆ Apple TV exposure, Son Heung-min promo video to market Seoul in 100-plus countries

The foundation said the partnership will support marketing across digital and in-person channels. With LAFC matches carried via Apple TV to more than 100 countries, it said the “VISIT SEOUL” brand is being displayed to global soccer audiences through stadium outdoor boards and broadcast shots.

In June, short Seoul tourism promotional videos featuring Son Heung-min and other LAFC players are set to be released on official social media channels, the foundation said. Starting April 27, it will also give away limited-edition “Seoul X LAFC” posters at 20 locations, including tourist information centers and goods shops in Seoul.

“Passionate sports fans are attractive potential tourists who are willing to invest time and money for the teams and players they support,” Gil said. He said the foundation will expand marketing cooperation so sports fans worldwide see Seoul as a global tourism city they should visit.

* This article has been translated by AI.

KI SU JEONG