Soccer star Son Heung-min will appear in a promotional video for Korean tourism.
The Ministry of Culture, Sports and Tourism (Minister Hwang Hee) and the Korea Tourism Organization (President Ahn Young-bae) will release promotional videos taken between South Korea and the UK on the 18th since they appointed Son Heung-min, who has world-class recognition to preoccupy the international tourism market after COVID-19.
In the advertisement, Son Heung-min's unique positive image and South Korea's tourism charm were combined into seven keywords: Passionate, Fast, Creative, Smart, Fun, Lovable, and Spectacular, based on the fact that he plays for the national team and Tottenham Hotspur with the back number 7. In addition, Son Heung-min personally participated in the narration in English so that he could approach the overseas market more friendly.
The advertising slogan is "This is my Korea, What's yours?". He told people who encountered the advertisement, "Son Heung-min, who resembles Korea, find out what's good for you," naturally raising questions about Korea and reminding them of what they can experience if they visit Korea.
Advertising videos can see on the Corporation's YouTube channel (Imagine your Korea) and Son Heung-min's SNS account. In addition, advertisements with the image of Son Heung-min are being conducted on double-decker buses between downtown London and Tottenham Stadium in the UK. In the future, an online event will also be held on VisitKorea, which introduces tourist attractions recommended by Son Heung-min as 'Sonny's Pick' and presents signed uniforms.
The Korea Tourism Organization said, "We expect to be able to effectively convey Korea's tourism charm through advertisements using Son Heung-min, who is performing well in the British Premier League, which has more than 600 million viewers around the world. In Europe, where international tourism exchanges are resuming due to high vaccination rates, we will first expose advertisements and expand them to Southeast Asia and China in the future.“
