Foreign tourists visiting Korea will have the opportunity to watch performances and then create art or learn Taekwondo alongside the performers. The Korea Tourism Organization is launching a new tourism product that combines performance viewing with experiential programs to attract foreign visitors.
The Ministry of Culture, Sports and Tourism and the Korea Tourism Organization announced on October 15 that they will conduct the 'Korea In Motion' campaign for foreign tourists from October 16 to November 30 in collaboration with the Korea Performance Tourism Association.
This campaign will target key inbound markets, including China, Japan, Taiwan, the United States, Hong Kong, and Singapore, through online travel agencies (OTAs) and performance tourism promotions. It will feature a variety of performances, from non-verbal shows that convey stories through music and movement to musicals and plays, all available at discounted prices. To assist foreign audiences who may struggle with Korean dialogue, performances utilizing AI smart subtitle glasses will also be included.
For the first time, products that combine performance viewing with experiential activities will be introduced. After watching the art performance 'Painters,' attendees will learn the marbling technique and create their own commemorative artwork with the performers. 'Nanta' will offer a souvenir-making experience linked to the performance, while 'Jump' will provide a Taekwondo experience. A traditional Korean music instrument experience program will also be available for attendees of 'Youngjae Hanumhoe.'
In downtown Seoul, events will be held where audiences can preview performances. On October 17-18 and 24-25, a showcase will take place at the outdoor venue of Hiker Ground in Jung-gu, featuring key scenes from participating works such as 'Anarchist' and 'Finding Kim Jong-wook.'
Until October 29, pop-up booths will operate in the Hiker Ground and Daehakro areas, providing information about performances, events linked to online travel agency promotions, and opportunities to experience AI smart subtitle glasses.
The Korea Tourism Organization aims to lower language barriers for foreign audiences and focus on linking performance viewing with experiential activities. The goal is to promote performances as a viable tourism product during visits to Korea, making the act of attending a performance a reason to travel to the country.
Baek Man-seong, head of the Hallyu Content Team at the Korea Tourism Organization, stated, "We plan to improve the viewing environment so that foreign tourists can enjoy Korean performances without language constraints and promote experiential products alongside them. We will strengthen our efforts to ensure that attending performances becomes a reason to visit Korea."
* This article has been translated by AI.
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