The Seoul Tourism Foundation, led by CEO Gil Ki-yeon, said it signed an official partnership with LAFC on April 20 local time and has begun a full-scale campaign to strengthen the Seoul tourism brand. The collaboration was designed to use sports events with global fan bases to raise Seoul’s profile worldwide.
◆ “U.S. soccer fans hooked on jegichagi” ... ‘Seoul buzz’ at BMO Stadium
Ahead of the signing, about 2,000 local fans attended LAFC’s Fan Fest on April 19 at BMO Stadium, the club’s home venue, the foundation said. It ran hands-on challenge events meant to showcase Seoul’s energy.
Activities included a “Seoul Heading Challenge” featuring step-by-step height targets modeled on Seoul landmarks such as Gyeongbokgung Palace and the Dongdaemun Design Plaza, and a “Seoul Jegichagi Challenge” that blended soccer juggling skills with the traditional Korean kicking game. The jegichagi zone drew long lines as fans repeatedly tried again after finding it harder than expected. The foundation also offered hanbok try-ons and operated a photo zone featuring Haechi, a signature Seoul character, to highlight a range of Korean cultural attractions.
◆ Apple TV broadcasts, Son Heung-min promo video ... Seoul to reach 100-plus countries
The foundation said the partnership will expand marketing across digital and in-person channels. With LAFC matches carried via Apple TV to more than 100 countries, the “VISIT SEOUL” brand is being displayed to global soccer audiences through stadium outdoor boards and broadcast shots.
In June, short Seoul tourism promotional videos featuring Son Heung-min and key LAFC players are set to be released on official social media channels. Starting on the 27th, the foundation will also give away limited-edition “Seoul X LAFC” posters at 20 locations, including tourist information centers and goods shops across Seoul, to strengthen online-offline synergy.
“Hard-core sports fans are attractive potential tourists who are willing to invest time and money for the teams and players they support,” Gil said. “Building on this partnership, we will strengthen marketing cooperation so sports fans around the world recognize Seoul as a global tourism city they must visit.”
* This article has been translated by AI.
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