Korea keeps the ‘K’ in new brand, OK?

Seoul Tower under snow

The campaign will highlight five ‘K’s from Korean culture that appeal to travellers: K-Food, K-Wave, K-Spirit, K-Place and K-Style.

The Korea Tourism Organisation is launching the country’s new tourism brand in partnership with the WTM Buyers’ Club at World Travel Market in London on November 4

Called ‘Imagine Your Korea’, the new brand and marketing campaign aims to show why the country is a unique destination, and will highlight attractions ranging from shopping to culture, and cuisine to pop music.

The campaign will highlight five ‘K’s from Korean culture that appeal to travellers: K-Food, K-Wave, K-Spirit, K-Place and K-Style.

K-Wave includes trends such as pop, drama and celebrities, while K-Spirit covers the creativity and passion of Koreans.

K-Place refers to the country’s tourist sites and K-Style reflects the lifestyle and trends of Korea.