Ministry of Culture, Sports and Tourism and Korea Tourism Organization launch 'Yoo Jae-suk Camp' and global advertising campaign 'Korea Camp'

*This content was translated by AI.

The Ministry of Culture, Sports and Tourism and the Korea Tourism Organization (hereinafter referred to as KTO) announced on the 11th that they are collaborating with the Netflix variety show 'Yoo Jae-suk Camp' to unveil a global advertising campaign for Korean tourism titled 'Korea Camp'.

'Yoo Jae-suk Camp' is a variety program in which rookie camp manager Yoo Jae-suk and unpredictable staff members Lee Kwang-soo, Byun Woo-seok, and Ji Ye-eun create various episodes together with guests. Immediately after its release on the 26th of last month, the show topped the domestic Netflix viewership rankings. Notably, 'National MC Yoo Jae-suk', who gained global recognition through the variety show 'Running Man', is appearing in the program, drawing interest and positive responses from viewers both domestically and internationally.

Last year, KTO produced a campaign inspired by the popular Netflix series 'Squid Game' and 'All of Us Are Dead', which recorded over 68 million views. This year, the collaboration scope has been expanded to K-variety content, with a strategy to naturally incorporate the charm of Korean tourism and connect content consumption to actual visits to Korea.

The current campaign, 'Korea Camp', features foreigners of diverse nationalities, ages, and professions traveling across Korea on a journey of discovering their new selves. Participants experience a variety of content unique to Korea, including K-beauty, K-POP, cuisine, and local culture, uncovering the charm of Korea from their own perspectives. In particular, various Easter eggs reminiscent of 'Yoo Jae-suk Camp' were embedded in the video to add unique fun for fans of the original work. Easter eggs refer to elements that hide signature props or iconic scenes from the original work.

The campaign will begin with the release of a teaser video on the 12th, followed by the sequential release of full episodes. It will be available through global platforms such as KTO's official YouTube channel 'VISITKOREA' and 'Netflix'. After the full episodes are released, an online event will also be held, offering selected participants the opportunity to directly experience K-culture and tourism content featured in the advertisements.

KTO Park Seong-hyeok (President) stated, "We aimed to convey the charm of Korean tourism in a friendly and engaging manner by collaborating with globally beloved K-content IP," and added, "Moving forward, we will establish a virtuous marketing system that allows foreigners to immediately transition from experiencing the advertisements to visiting Korea."

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*This content was translated by AI.