SEOUL, April 15 (AJP) - A group of 120 international content creators is set to fan out across the South Korean provinces this year, part of an aggressive push by the Ministry of Culture, Sports and Tourism to diversify the national brand, the ministry said Wednesday. Starting April 17 in the traditional stronghold of Jeonju, the project marks a calculated attempt to steer global attention away from the neon-lit aesthetics of K-pop and toward the historical substance of the rural interior.
This strategic pivot reflects a maturing of the Korean Wave. While music and television dramas remain dominant, the government is betting that sustainable soft power requires a shift toward physical immersion in the country's traditional landscapes and regional traditions. By enlisting foreign residents as digital ambassadors, the ministry is decentralizing its cultural narrative, allowing a more organic view of life outside the capital to reach global social media feeds.
The itinerary for the "2026 Senses of K-Culture" program covers six three-day expeditions through November. Participants will visit a shrine in Jeonju before moving to the Hantan River in Pocheon and the mountain retreat of Beopjusa Temple in Boeun for a period of Buddhist temple stays. The autumn schedule includes the fire festivals of Andong and Yeongju, coastal fishing in Dangjin, and the heavily fortified landscape of the demilitarized zone in Goseong and Sokcho.
"Through this project, I hope people around the world will discover the diverse local cultures and hidden charms of Korea beyond 'K-pop' and 'K-dramas,'" a ministry policy official said. "The vivid experiences of foreign content creators residing in Korea and collaborations with overseas media will serve as an opportunity to effectively convey the specialness of 'K-culture.'"
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