A promotional poster for "Jae-seok's B&B Rules" on Netflix. Courtesy of the Korea Tourism Organization
Korea is betting that the power of a Netflix hit can do more than entertain audiences — it can also fill airplane seats.
The Ministry of Culture, Sports and Tourism and the Korea Tourism Organization (KTO) said Thursday they are launching "Korea Camp," a global tourism campaign created in collaboration with Netflix variety show "Jae-seok's B&B Rules," as officials seek to convert the growing popularity of Korean entertainment into overseas travel demand.
The campaign builds on the success of Korean content worldwide and marks an expansion of KTO's marketing strategy from scripted dramas to variety programming.
"Jae-seok's B&B Rules," featuring television host Yoo Jae-suk with cast members Lee Kwang-soo, Byeon Woo-seok and Ji Ye-eun, follows a series of unpredictable encounters with guests at a campsite.
