EXO members for the 2018 Korea tourism ad campaign (screenshot from KTO TVC)
Imagine Your Korea is the Korea Tourism Organization‘s brand slogan and brand identity designed to better promote and communicate Korea’s tourist attractions to international tourists.
In 2014, it featured global KPOP group, BigBang with ‘Imagine Your Korea – To:ur Imagination’ (watch it here); in 2015, it featured Hallyu star, Lee Min Ho with ‘Korea. Your Story’ (watch it here); in 2016, it featured Hallyu star, Song Joong Ki with ‘Enjoy your Creative Korea’ (watch it here), and in 2017, it featured Hallyu star, Lee Jong Suk, with ‘8 faces of Korea, 8 types of trip! What’s your dream trip to Korea?’ (watch it here).
This year’s campaign is ‘Korea asks you: Have you ever ___?’ that showcased EXO members asking questions.
On June 23rd, EXO was also officially announced by Korea Tourism Organization as Korea Tourism Honorary Ambassador for 2018. EXO debuted 2012 and is one of the iconic KPOP group under SM Entertainment (www.smtown.com). Currently, it has nine members with six participating in the campaign: Suho, Baekhyun, Chanyeol, D.O., Kai, Sehun, Xiumin, Lay and Chen.
Here are the six TVCs divided in themes:
KOREAN DAILY LIFE: Have you ever wondered a daily life of EXO’s Chanyeol in Korea? Then, let Chanyeol guide you to his everyday life, from day to night, indoor to outdoor, and ordinary to extraordinary! Imagine entirely new Korean daily life!
KOREAN ADVENTURES: Have you ever been to a Mud Festival blasting with EDM? Want to go for a dive with the [mermaids] of Jeju? Experience the true adventures of Korea with EXO’s Sehun! Imagine an exciting adventure you can only experience in Korea!
KOREAN-STYLE HEALING: Have you ever experienced another level of healing from inside to outside? Meditation, tea ceremony, Korean traditional spa, arts, and more! Imagine healing only possible in Korea with EXO’s Xiumin, Chen and Baekhyun!
KOREAN HISTORY AND TRADITION: Have you ever eaten like medieval royalty in a 100-year old traditional house? Walked around the palaces of Korea dressed in Hanbok? Imagine your signature Korea with EXO’s Suho!
KOREAN TRENDS: Have you ever gone midnight shopping with your friends? Had a latte drink with your selfie printed on top of it? Imagine the latest trends only possible in Korea with EXO’s Kai!
KOREAN WAVE: Have you ever cheered for your favorite K-POP artist at their live concerts? Had your hair done like your favorite actress? From learning your favorite K-Pop star’s dance to make-up and live Concert! Imagine the wild K-Wave trends of Korea with EXO’s D.O.!
The TVC received a flunk especially from EXO’s fans with their voices being dubbed, prompting fans to complain and urge to change the ad, but KTO said they cannot do that. Anyways, even with the dubbed voices, the campaign and EXO are awesome and makes you want to discover what you have never experienced before in Korea! I personally took notes on what were featured in the TVCs and added them to my bucket list. I can’t wait to go back to Korea! ^^
Follow Imagine Your Korea on Facebook and Instagram (@imagineyourkorea), and their website.
Follow Korea Tourism Organization on Facebook and Twitter, and Visit Korea’s website.
For Filipinos, you can follow the Korea Tourism Organization – Manila Office’s Facebook page, Twitter, and KakaoTalk (@ktomanila) for more local updates on Korea tourism, events, and promos.