- From June 8 to 10, the “K-Tourism Roadshow” held at the Victoria and Albert Museum and Outernet London

- Intensive marketing of the top 10 outstanding Korean culture-themed tourist products captivated the British

- The target is the British young generation with “K-Tourism Landmarks” such as Cheong Wa Dae Media Art and K-Fusion Food Stalls

The Ministry of Culture, Sports and Tourism (Minister PARK Bo Gyoon, MCST) in collaboration with the Korea Tourism Organization (President KIM Jang Sil, KTO) hosted the “K-Tourism Roadshow” from June 8 (Thur) to 10 (Sat) at the Victoria and Albert Museum, the largest craft and design museum in the United Kingdom, and Outernet London, targeting the summer vacation tourism demand to celebrate the “2023–2024 Visit Korea Year.”

On June 8 (Thur), a Korean tourism briefing was held at the Victoria and Albert Museum, targeting approximately 200 local travel agencies and media representatives. During the briefing, the MCST introduced the top 10 outstanding Korean culture-themed tourist products. The Ministry had previously selected these products through the “K-Culture Specialized Tourism Product Contest” in May. The lineup includes seven popular existing products, such as the “In the SOOP BTS version: Pyeongchang Filming Location Tour” and the “Delicious DMZ Tour with K-Grandmother” in Gangwon Province. In addition, three newly discovered tourist products was the focus of concentrated marketing, including the “Chimaek Picnic at Riverside of the Hangang River,” featuring night views, and the “K-Pop Star Makeup Tour” in Gangnam.

 Supporting the Exploration of the Latest Trends in K-Culture through K-Tourism Themed Media Art Created by Korean Youth Artists

On June 10 (Sat), the “K-Tourism Roadshow” kicked off at Outernet London. Located in the heart of London, Outernet London is a popular tourist attraction and a multifunctional cultural space that attracts around 4 million visitors annually. In this space, high-resolution LED screens showcased K-tourism–themed media art created by Korean youth artists, as well as promotional videos for the World Expo 2030 Busan. One of the featured media art pieces in this showcase was “The Light of Azure: The New Landscape of the City Embracing Cheong Wa Dae” by artist LEE Lee Nam. This artwork was created to commemorate the first anniversary of Cheong Wa Dae’s opening to the public. It combines traditional Korean landscape painting techniques with digital art to depict Cheong Wa Dae, which has emerged as a new K-tourism landmark, along with nearby tourist attractions, in a single painting. At the outdoor booth, the “K-Fusion Food Stall” under the theme of “Taste Korea” operated, and the British BTS fan club also hold flash mob performances to target the young generation.

PARK Jong Taek, Director-General of the Tourism Policy Bureau at the MCST, stated, “There is a high level of interest in Korea in the United Kingdom, as seen by the recent “Hallyu! The Korean Wave exhibition[1] at the Victoria and Albert Museum, which attracted over 100,000 visitors. The ministry will actively engage in sales promotion to capitalize on the growing popularity of Korea and convert it into tourism demand.”