Instead of its usual pool of Kpop stars, Korea Tourism Organization (KTO) has chosen international football pro, Son Heung-min as its newest tourism face.
The South Korean striker at Tottenham Hotspur is making headways in Europe after a solid 2020/21 season which placed him in the prestigious Premier League, and most recently also lent his face to online multiplayer game PUBG, owned by South Korean video game company Bluehole.
As the honourary ambassador for KTO, Son will appear in three video ads and seven posters, flashed on online platforms YouTube (@VisitKorea, @ImagineyourKorea) and Facebook in September, as well as the striker's Instagram account (@hm_son7), which currently has 4.8 million followers.
Under the theme 'This is my Korea, what's yours?', KTO hopes to capitalise Son's global influence to draw visitors, especially those from Europe, to visit.
"We expect many positive effects from Son's appointment. In particular, we believe this will raise awareness of Korean tourism in the global market especially in European countries, beyond the countries where many people have already had high interest in Korea due to pop culture," said a KTO official in a Korea Times article.