ZEROBASEONE member Matthew Seok shops in Seoul’s hip Seongsu-dong neighborhood as part of the Seoul Tourism Organization's "Met U in Seoul" campaign video. Courtesy of Seoul Tourism Organization
In its ongoing effort to translate global enthusiasm for Korean pop culture into real-world foot traffic, Seoul’s municipal tourism agency has turned to modern idol culture to power its latest promotional drive — and municipal officials say the payoff came in the tens of millions.
The Seoul Tourism Organization, the city’s official tourism promotion body, said Tuesday that its digital campaign starring Matthew Seok, a member of the popular K-pop group ZEROBASEONE, surpassed 40 million cumulative views across its official Visit Seoul social media platforms in just over two weeks.
Titled "Met U in Seoul," the 12-part video series was designed to introduce international audiences to what organizers describe as Seoul-style hospitality. The campaign followed Seok as he toured a curated mix of the capital's iconic landmarks and trendy neighborhoods, including the hip fashion hub of Seongsu, the waterfront spaces at Jamwon Hangang Park and the traditional stone-walled alleyways of Seosulla Street.
The rollout — which spanned teaser clips, main promotional videos, social media challenges and behind-the-scenes interviews — was distributed in four languages across 12 distinct social channels starting June 29. Beyond the view count, the agency reported roughly 980,000 post interactions and an influx of about 95,000 new social media followers, a demographic city officials view as prime prospective travelers who will continue receiving city promotional updates.
