Actor Park Bo-gum is transforming into a music director to awaken the ears of people around the world. Breaking away from the conventional visuals of previous tourism promotions, this bold initiative captures the everyday sounds of Korea as a cohesive musical experience through Park's unique perspective.
The Ministry of Culture, Sports and Tourism and the Korea Tourism Organization announced that on July 15, they will unveil the main feature of the 2026 overseas promotional video titled 'Begin to Hear Korea,' in which Park Bo-gum stars and serves as music director.
The campaign's focus is on 'auditory immersion.' The tourism organization is tapping into the trend of 'Dailycation,' where foreign tourists delve into the ordinary lives of Koreans. To this end, they have meticulously gathered sounds that embody Korean identity, such as subway announcements, the lively atmosphere of traditional markets, and the serene sounds of nature brushing against the eaves of hanoks.
Park Bo-gum, who has been the face of Korean tourism for two consecutive years as an honorary ambassador, leads the narrative of collecting sounds and creating music alongside Danish musician Ki. A teaser video released on July 10 has already heightened anticipation among global audiences with its artistic direction. The full video will be revealed on the official YouTube channel 'Visit Korea' on July 15 and will be distributed across various platforms, including global streaming services, smart TVs, and in-flight monitors.
Efforts to promote travel to Korea through offline initiatives will also be launched. In October, a program called 'Korea Sound Journey' will connect the journey depicted in the video to actual travel products. This program will involve over 100 foreign participants walking through downtown Seoul while focusing on sounds, along with a talk show sharing the emotions of traveling in Korea with Park Bo-gum. Participants will be selected through a lottery from those who engage in a quiz event on the YouTube channel.
Park Seong-hyeok, president of the Korea Tourism Organization, stated, 'This year's campaign aims to provide a fresh cultural shock to global tourists accustomed to visual stimuli through sound. We will continue aggressive marketing to ensure that the film-like video featuring Park Bo-gum translates into actual visits to Korea.'
* This article has been translated by AI.
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