South Korea’s New Tourism Dream Team: Park Bo-gum and Jennie to Bring Global Attention to Seoul and Beyond

Published on July 29, 2025

South Korea’s tourism industry has unveiled two of the country’s biggest stars as ambassadors to promote travel in 2025. Renowned actor Park Bo-gum and K-pop sensation Jennie of Blackpink will take on pivotal roles in boosting the appeal of South Korea’s diverse tourism offerings. Their star power is expected to drive global interest, attract more international visitors, and elevate the nation’s image as a top travel destination.

In a high-profile event on July 29, 2025, Park Bo-gum was named as the honorary ambassador for 2025 Korea Tourism, while Jennie of Blackpink was selected as the tourism ambassador specifically for Seoul. The announcement of these celebrity endorsements comes at a time when South Korea is aiming to recover fully from the pandemic’s impact on tourism and target 18.5 million international visitors in the upcoming year. The government has set this ambitious goal based on the strong recovery of global travel, with over 16 million overseas visitors recorded in 2024, marking a significant 48.4% increase from the previous year.

As the South Korean government has been consistently ramping up efforts to revitalize the tourism industry, these celebrity-driven campaigns are part of a larger initiative to showcase the country’s rich cultural heritage, modern attractions, and the vibrant urban experience of Seoul. Park Bo-gum and Jennie, with their immense global fanbases, are well-positioned to tap into markets across Asia, the Americas, and Europe. Their roles will go beyond just representing the country’s beauty; they will also highlight unique tourist experiences through engaging promotional campaigns, encouraging travelers to explore both the well-known and off-the-beaten-path destinations across South Korea.

Park Bo-gum: Honorary Ambassador for Korea Tourism 2025

Actor Park Bo-gum, 32, has earned significant acclaim in the global entertainment world for his performances in hit dramas such as When Life Gives You Tangerines (2025) and Love in the Moonlight (2016). His natural charm, warm demeanor, and acting prowess have made him a beloved figure, not just in Korea, but also internationally. As a result, he was chosen as the face of South Korea’s tourism campaign for 2025, an important role that aligns perfectly with his image.

Park’s first tourism initiative for 2025 will see him in multiple promotional videos, including a unique music video for the track “On My Way,” which he himself performs. The song was created as a collaboration between the Korea Tourism Organization (KTO), the Ministry of Culture, Sports and Tourism, and the K-pop industry, further emphasizing the synergy between Korea’s entertainment scene and its tourism sector.

In his new role, Park is eager to share his love for South Korea’s most iconic sites. He specifically mentioned Gwanghwamun Square and Gyeongbokgung Palace as favorite spots, known for their historical significance and picturesque beauty. However, the actor is also keen on promoting less-visited destinations, including Busan, which he highlighted during his speech. He emphasized the coastal city’s charm, especially following his filming of the TV series Good Boy there.

Additionally, Park has endorsed the city’s public bike-sharing service, Ddareungi, as an essential way for visitors to experience the vibrant culture of Seoul while cruising along the Han River. Park’s personal experiences and genuine recommendations for Korea are expected to resonate with tourists looking for an authentic and immersive travel experience.

Key Points:

• Park Bo-gum’s Role: Promoting Korea Tourism, showcasing both popular and lesser-known sites.
• Promotional Content: Multiple videos, including a music video for the track “On My Way.”
• Tourism Focus: Gwanghwamun, Gyeongbokgung, Busan, and Ddareungi bike rides.

Jennie of Blackpink: Tourism Ambassador for Seoul 2025

While Park Bo-gum will focus on promoting South Korea as a whole, Jennie, the global icon and member of K-pop supergroup Blackpink, will lend her star power specifically to promote tourism in Seoul. Announced alongside Park Bo-gum on July 29, 2025, Jennie is set to lead Seoul’s tourism campaign under the tagline “Absolutely in Seoul.” She has already begun her involvement with two upcoming campaign videos, the first of which, titled Daltokki, will follow Jennie as she explores some of Seoul’s most iconic locations, from the historical Gyeongbokgung Palace to the trendy district of Seongsu-dong.

The second video will feature Jennie’s track Seoul City (2025), which is taken from her solo debut album Ruby, released earlier in March 2025. Her participation in this campaign will undoubtedly attract fans from around the world, eager to see their favorite star promoting the cultural and urban wonders of South Korea’s capital.

Jennie’s role goes beyond just a promotional figure. She is expected to highlight both the modern vibrancy and traditional elements of Seoul, drawing attention to places of interest that travelers may not have encountered before. Given her status as a fashion and cultural icon, her involvement is likely to give a fresh perspective on Seoul, making the city more accessible and desirable to a wider international audience.

Key Points:

• Jennie’s Role: Promoting tourism in Seoul, particularly highlighting iconic and lesser-known sites.
• Campaign Videos: Daltokki and Seoul City track.
• Promotional Focus: Traditional landmarks and trendy districts like Seongsu-dong.

South Korea’s Tourism Recovery and 2025 Goals

As global tourism continues to recover post-pandemic, South Korea has set an ambitious target of welcoming 18.5 million overseas visitors in 2025. This goal follows the robust recovery seen in 2024, with the country seeing a 48.4% increase in international arrivals compared to the previous year. This growth brings South Korea back to nearly 94% of the pre-Covid tourism peak of 2019.

To achieve this, South Korea is focusing on enhancing its tourism infrastructure and offering diverse travel experiences to attract different types of travelers. The efforts from the Korea Tourism Organization, bolstered by the influence of celebrities like Park Bo-gum and Jennie, are expected to play a crucial role in achieving these ambitious targets.

Key Points:

• Tourism Growth: 48.4% increase in international visitors in 2024.
• 2025 Goal: 18.5 million visitors.
• Tourism Strategies: Targeting diverse demographics and regions across South Korea.

Conclusion: A Global Appeal to Explore South Korea

With Park Bo-gum and Jennie on board as the faces of South Korea’s 2025 tourism campaign, the country is poised to attract a wide range of international visitors. Both stars, each with a massive global following, will play an instrumental role in shaping the image of South Korea as a multifaceted travel destination. Whether it’s Park Bo-gum’s heartfelt recommendation of cultural landmarks like Gyeongbokgung and Busan, or Jennie’s exploration of the cool, cosmopolitan side of Seoul, South Korea’s tourism campaign for 2025 is set to be one of its most successful and expansive to date.

For potential travelers, the message is clear: South Korea offers a rich blend of history, culture, natural beauty, and modern flair. With the celebrity endorsements of Park Bo-gum and Jennie, the country’s tourism sector is ready to offer an experience that appeals to all kinds of tourists, from history buffs to urban explorers.

Key Points:

• Target Audience: Global travelers, with a focus on millennials and Gen Z.
• 2025 Vision: A year of revitalized tourism with major international campaigns.
• Ambassador Impact: Leveraging the star power of K-drama and K-pop icons to reach global markets.