The Korea Tourism Organization signed a formal partnership with Pokémon Korea on Monday to use the global franchise for regional tourism promotion. From Sept. 18 to Oct. 11, HiKR Ground in central Seoul will host a Pokémon takeover with Pikachu in hanbok, exhibitions, photo zones, booths and a pop-up store. The campaign also includes a stamp rally linking nearby cultural landmarks and regional travel itineraries. Officials said the effort aims to draw visitors beyond Seoul and into lesser-visited provinces.
Visitors take photos of Pikachu, the iconic character from the Japanese animated series Pokémon, at Lotte World Tower in Seoul, April 26, 2024. Korea Times file
For millions of pop-culture enthusiasts around the world, catching ’em all is a lifelong pursuit. Now, Korea’s tourism authorities are betting that the world’s highest-grossing media franchise can help them capture the interest of a few million more international visitors.
The Korea Tourism Organization (KTO) signed a formal partnership with Pokémon Korea, Monday, to harness the global megabrand for regional travel promotion. By pairing Nintendo’s iconic pocket monsters with local cultural sites, officials hope to disperse tourist traffic beyond the heavily trodden streets of the capital and into the country's lesser-visited provinces.
