Seoul Launches Global Tourism Campaign Set to Captivate Audiences Worldwide

• Seoul Metropolitan Government (SMG) and Seoul Tourism Organization (STO) appoint KARINA and WINTER of aespa and RIIZE as honorary ambassadors for Seoul tourism in 2026
• Appearing as modern-day Sinseon (mystical beings from Korean tradition), KARINA, WINTER and RIIZE playfully portray the delightful changes travelers experience in Seoul through the concept of “Seoul Syndrome”
• Starting with a teaser on September 23, nine campaign films will be released in sequence

The Seoul Metropolitan Government (SMG) and Seoul Tourism Organization (STO) have appointed KARINA and WINTER of aespa and RIIZE as honorary ambassadors for Seoul tourism in 2026 to launch the global tourism campaign “Absolutely in Seoul” on September 23.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260922931934/en/

Where the unexpected becomes the everyday, Absolutely in Seoul (Image: Seoul Tourism Organization)

Built around the message “Where the unexpected becomes the everyday” and the campaign theme “Absolutely in Seoul,” the campaign captures the special, delightful changes travelers experience in the city through an original concept: the “Seoul Syndrome.” The “Seoul Syndrome” describes the sense of longing travelers feel after leaving Seoul — a desire to return to the everyday moments, culture and experiences they discovered in the city. It refers to the way the city's many experiences, from K-pop and K-content to the Hangang River, alleyways and cafes, food, shopping and night views, leave a lasting impression long after the trip is over.

In the campaign, global K-pop artists KARINA, WINTER and RIIZE appear as modern-day Sinseon (mystical beings from Korean tradition). The films open with news coverage reporting that the “Seoul Syndrome” is appearing around the world, then move into a fantasy in which figures from a centuries-old painting of Sinseon step into present-day Seoul. Each artist draws on their own mystical powers to reveal the many sides of Seoul, from food and beauty to shopping, nighttime tourism and K-culture.

The films will be released in sequence on the Visit Seoul YouTube channel and social media, beginning with the teaser on September 23. A range of online events will run alongside them, including a comment event inviting viewers to share which “Seoul Syndrome” moment they relate to most. Fans can also take part in “Guess the Seoul Night Spot,” a voice quiz featuring separate editions with KARINA and WINTER and with the members of RIIZE. In each edition, fans listen to the featured artists speaking at the same time and identify the Seoul nighttime spots mentioned by the artists.

Offline events will run alongside the campaign as well. Visitors who complete a mission at one of seven participating locations across Seoul — five Seoul Tourist Information Centers and two Seoul My Soul Shops — will receive merchandise specially produced for this campaign, including artist posters and photocards. The aim is to extend global fans’ interest across Seoul and encourage them to experience the city firsthand. More details about the event will be available on Visit Seoul’s social media channels in mid-October.

Global promotion will expand from October. The campaign films will run on outdoor screens in major cities overseas, including Times Square in New York, and will air on CNN in more than 133 countries, expanding the campaign’s reach to potential travelers around the world.

“This campaign is about connecting the global influence of K-culture with Seoul’s diverse tourism experiences, so that people around the world will want to experience the city for themselves,” said Kim Byung-min, President & CEO of the Seoul Tourism Organization. “We will showcase Seoul’s many attractions, by day and by night, and strengthen its position as a global destination that keeps travelers coming back.”

View source version on businesswire.com: https://www.businesswire.com/news/home/20260922931934/en/

We will showcase Seoul’s many attractions, by day and by night, and strengthen its position as a global destination that keeps travelers coming back.