Ruibao & Huibao’s Journey: How South Korea’s Twin Pandas are Transforming Domestic Travel

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Based on the international appeal of South Korea’s most famous twin giant pandas, Ruibao and Huibao, a unique and heart-warming initiative has been launched to reinvigorate domestic travel throughout South Korea. A collaborative campaign (“Every Corner of Korea with Rui & Hui”) was launched through a strategic partnership between the Korea Tourism Organisation (KTO) and the resort division of Samsung C&T Corporation, Everland. It’s a nationwide campaign to get people to travel around the country and help keep tourism alive, and it’s led by the beloved twins, who are taking a fictional, interactive trip through six different regions.

A Strategic Alliance for National Tourism

The formalization of this project was marked by the signing of a memorandum of understanding (MOU) at the Korea Tourism Organization’s headquarters in Wonju, Gangwon Province. The agreement was finalized by senior representatives from both the KTO and Everland. Through this partnership, it is intended that the reach of domestic tourism will be significantly expanded by linking the digital platforms of both organizations. By integrating Everland’s massive, highly engaged social media presence with the comprehensive, data-driven travel resources managed by the KTO, a seamless and elevated experience for potential travelers is being created. Digital channels are being utilized as primary conduits for this campaign, ensuring that information regarding regional festivals, hidden natural landmarks, and cultural heritage sites is disseminated to a vast audience of panda enthusiasts and adventure seekers alike.

Following the Path of the Twin Pandas

The narrative of the campaign is built upon the life journey of Ruibao and Huibao, who were born at Everland on July 7, 2023. As the twin pandas approach the age of four—the time when they are scheduled to be relocated to China—their remaining time in South Korea is being celebrated through a structured, multi-regional tour of the nation. The country has been meticulously divided into six major geographical zones: Jeolla, Chungcheong, Jeju, Gyeongsang, Gangwon, and the Seoul–Gyeonggi area. One region is highlighted each month, allowing for a deep dive into the local attractions, festivals, and specialities of each area. By following the carefully curated storyline of the pandas’ travels, fans are being invited to visit these regions personally, discovering local culinary treasures and breathtaking landscapes that they might otherwise have overlooked.

Engaging Travelers Through Innovation

To further incentivize participation and bridge the gap between digital fandom and physical tourism, various interactive tools and programmes have been introduced. The use of the “Digital Tourism Resident Card” and “Half-Price Travel” initiatives is being actively encouraged to help travelers experience regional offerings at a significantly reduced cost. Additionally, a nationwide stamp rally event is being conducted across major tourism hubs in each of the six regions, rewarding those who participate in the cultural discovery.

Exclusive, limited-edition merchandise, which reflects the unique cultural identity and local characteristics of each area, is being released sequentially to coincide with the campaign’s progression. The massive success of this strategy was evidenced early on, as the initial “travel companion” dolls—featuring the twins in specially designed regional outfits—were met with overwhelming demand, selling out almost instantaneously during an online launch. It has been observed that these items have become essential collectibles for the dedicated fan base, further cementing the bond between the campaign’s digital storytelling and real-world travel.

Regional Highlights and Ambassador Participation

The campaign’s inaugural phase was successfully commenced in the Jeolla region, the home province of a highly respected, long-time Everland zookeeper. A “rural vacation” theme—locally known as “chon-cance”—was utilized to capture the pastoral appeal of Gochang, a county celebrated for its vibrant summer scenery and famous seasonal watermelon harvests. This concept was met with an enthusiastic response from the public, setting a high benchmark for the subsequent regions.

To provide an authentic connection for visitors, prominent panda zookeepers have been designated as regional ambassadors. Their professional expertise and personal affection for the pandas are being utilized to introduce the diverse appeals of the Korean landscape to a broader public. Through these efforts, it is anticipated that a greater appreciation for domestic tourism will be fostered and that the precious memories created with the twins will leave a lasting impact on the local tourism landscape long after the campaign concludes.

A Legacy of Joy and Economic Revitalization

The campaign is being presented as a meaningful opportunity to ensure their time in Korea is remembered with deep affection and the twins are on course for their eventual transition. The KTO is always carrying out multi-layered publicity activities to make the campaign approachable and appealing to a wide demographic from families to individual travel buffs. The Korea Tourism Organisation and Everland are working to help revive regional economies by turning the panda’s journey into a national adventure. Through these diverse panda-themed programmes and events, the hope is that the joy and excitement surrounding Ruibao and Huibao will translate into a sustainable boost for the tourism sector, ensuring that every corner of Korea is discovered and cherished by the residents.