South Korea Elevates Global Campaign with Amorepacific Collaboration: Discover K-Beauty and Travel Through the “Korea Now: All You Imagine” Campaign

Published on October 23, 2025

South Korea, a country rich in history, innovation, and culture, continues to captivate travelers worldwide. This time, the Korea Tourism Organization (KTO) has taken its promotion to the next level by teaming up with Amorepacific, the global leader in K-Beauty, for the expansion of its highly successful “Korea Now: All You Imagine” campaign. This exciting partnership blends travel with beauty, offering an immersive experience for North American audiences through an innovative sweepstakes and exclusive events.

Launched in October 2025, the partnership highlights Amorepacific’s renowned portfolio of beauty brands, including Laneige, Innisfree, Sulwhasoo, Aestura, and Hanyul, each capturing the essence of Korean artistry, nature, and heritage. This collaboration invites travelers and beauty enthusiasts alike to explore the multi-faceted culture of Korea, ranging from skincare rituals to unforgettable travel experiences.

This unique partnership is aimed at increasing global interest in both K-Beauty and the rich cultural experiences Korea has to offer. With a focus on AI-powered personalization and cultural immersion, KTO is continuing its efforts to highlight Korea’s vibrant landscape, and Amorepacific is bringing this experience to life in a tangible and exciting way through a special sweepstakes and pop-up event.

Key Features of the “Korea Now: All You Imagine” Campaign Expansion

• Partnership with Amorepacific: The Korea Tourism Organization and Amorepacific are uniting two of Korea’s most influential global exports — K-beauty and Korean travel.
• K-Beauty Sweepstakes: North American audiences are invited to participate in the Korea Now Trip Planner Sweepstakes for a chance to win two round-trip tickets to Korea, along with exclusive K-beauty experiences from Amorepacific brands.
• AI-Powered Campaign: The campaign builds on the success of KTO’s AI-powered Ad-Tech campaign, which customizes travel experiences based on four cultural themes to inspire personalized itineraries for travelers.
• Exclusive Pop-Up Event: Amorepacific is bringing the essence of Seoul to New York with its first-ever multi-brand pop-up event in partnership with Sephora on October 24–25, 2025. Guests can shop exclusive product launches, participate in interactive brand activations, and learn more about Korean travel and beauty.
• K-Beauty at the Forefront: Featuring popular brands like Sulwhasoo, Laneige, Innisfree, Aestura, and Hanyul, the campaign aims to showcase the fusion of beauty and culture that defines Korea’s appeal.

The Significance of the “Korea Now: All You Imagine” Campaign

The “Korea Now: All You Imagine” campaign is a strategic initiative by the Korea Tourism Organization to position South Korea as a global leader in tourism and K-Beauty. Over the years, Korea has gained a prominent place on the world stage, with both its beauty products and tourist destinations attracting attention from all corners of the globe. This campaign allows KTO to seamlessly blend these two cultural phenomena, creating a multi-layered experience for participants and prospective travelers.

The partnership with Amorepacific, a pioneer in the beauty industry, provides an authentic representation of the Korean beauty culture that has become synonymous with innovation and high-quality skincare. As the leading global beauty brand, Amorepacific helps extend Korea’s cosmetic and wellness appeal internationally, especially within North America, where K-beauty continues to grow in popularity.

This collaboration also strengthens South Korea’s tourism sector by inviting travelers to explore not only the cultural richness of the country but also the incredible skincare routines and spa experiences that have become part of its global identity.

The K-Beauty Sweepstakes: Win a Trip to Korea and Exclusive Beauty Experiences

One of the most exciting components of this campaign is the Korea Now Trip Planner Sweepstakes, where participants can enter for a chance to win two round-trip tickets to Korea. By completing a brief online survey, participants will have the opportunity to discover curated K-beauty experiences through the partnership with Amorepacific’s iconic beauty brands.

From Sulwhasoo’s luxurious herbal skincare to Innisfree’s natural, Jeju-inspired beauty products, the sweepstakes highlights the best of what Korea has to offer in the world of beauty and wellness. Additionally, the winners will explore Seoul’s vibrant cultural scene, enjoy exclusive spa experiences, and immerse themselves in Korean traditions and beauty rituals firsthand.

For those unable to visit Korea immediately, the campaign offers a deeper connection through the interactive experiences available at the pop-up event in New York, where attendees can shop exclusive products, engage with brand activations, and learn more about the Korean travel experience.

“Seoul in the City” Pop-Up Event: A Sneak Peek into Korean Culture

In a bold move, Amorepacific is bringing Seoul to New York City with a special two-day pop-up event at 45 West 25th Street on October 24–25, 2025. In collaboration with Sephora, the event will feature a range of interactive brand activations designed to transport visitors to the heart of Seoul without leaving the city.

At the event, guests will have the chance to experience exclusive beauty product launches from brands like Laneige, Hanyul, and Aestura, participate in hands-on activities, and even enter the Korea Now Trip Planner Sweepstakes. The KTO booth will offer additional information about Korea’s tourism offerings, including curated travel itineraries, cultural attractions, and more.

This exciting pop-up experience not only highlights Korea’s global influence in the beauty world but also underscores the growing interest in Korean culture, which is attracting an ever-growing number of international travelers.

The Future of K-Beauty and Korean Tourism

As K-Beauty continues to evolve as a global trend, Korea remains at the forefront of innovation, leading the way with new formulations, eco-conscious packaging, and cutting-edge beauty technology. This partnership between KTO and Amorepacific serves as a model for how travel and beauty industries can collaborate to create immersive experiences that appeal to global audiences.

For KTO, the partnership not only drives tourism but also deepens the connection between Korean culture and global beauty enthusiasts. By connecting K-beauty with Korean travel experiences, the campaign introduces audiences to a side of Korea that goes beyond its famous landmarks and scenic views. This campaign is a powerful reminder of how interconnected beauty, culture, and travel have become in the modern tourism landscape.

Conclusion: South Korea’s “Korea Now” Campaign Sets a New Standard for Global Cultural Engagement

With the success of its AI-powered Ad-Tech campaign and now the partnership with Amorepacific, South Korea is proving that it’s not just a destination for adventure seekers but a global hub for wellness and beauty enthusiasts. The Korea Now campaign continues to draw international attention, and through K-Beauty, South Korea is creating lasting connections with global audiences, offering a unique blend of culture, innovation, and luxury.

For travelers and beauty lovers alike, this initiative promises not only a chance to win an unforgettable trip to Korea but also a deeper understanding of the rich cultural tapestry that makes South Korea a leader in both beauty and tourism.