Global Success of Seoul’s Tourism Campaign Featuring BTS’ Jin

The Seoul Tourism Organization, in collaboration with Seoul City, has witnessed remarkable success with its 2024 global tourism campaign video titled Feel Soul Good. Featuring BTS member Jin, the video has amassed an astounding 570 million views across various platforms. This achievement was reported by Ahn Byung-jun on November 7, 2024, via Naver.

The Impact of Jin as an Ambassador

While Seoul Tourism campaigns typically see significant engagement, the current campaign’s success can largely be attributed to Jin’s appeal as a global ambassador. A particularly enthusiastic fan remarked:

“HIS INFLUENCE IS INCREDIBLE! THE ONLY SUITABLE GLOBAL AMBASSADOR FOR SEOUL TOURISM.”

Widespread Popularity Across Media

The video not only gained impressive traction on social media but was also broadcast on prominent platforms, including New York’s Times Square and the BBC. Fans have shared their delight, commenting:

“Whilst some will be hyper-focused on “views” as validation, nothing speaks louder than factual figures, confirming that Jin’s Feel Good Campaign was responsible for attracting the most international tourists since pre-COVID 2019.”

“THE KIM SEOKJIN IMPACT.”

“BEST BRAND AMBASSADOR.”

“FACE OF SEOUL.”

“Your impact is undeniable.”

“Good people bring good influences.”

Details of the Feel Soul Good Campaign

Launched approximately two months ago, the Feel Soul Good campaign features multiple video installments showcasing Seoul, with Jin prominently featured. The videos were released on the VisitSeoul TV YouTube channel, following Jin’s military discharge in June 2024.

The campaign revolves around themes of LOVE, INSPIRE, and FUN, comprising 11 engaging videos that include teasers, virtual outdoor ads, and short clips aimed at highlighting Seoul’s cultural and scenic attractions for international audiences.

Encouraging viewer engagement, the campaign prompted audiences to share their favorite spots in Seoul, resulting in 14,483 recommendations for romantic locations, dining options, and activities. Key highlights included N Seoul Tower and the Han River for romantic settings, Jinmi Restaurant for dining, and Lotte World as a prime activity destination. These recommendations have been compiled into a map available on the VisitSeoul website and integrated into Google and Naver Maps.

Media Reach and Future Implications

Featuring Jin clad in a pink sweater, the videos resonate with fans, boosting views to a cumulative total of 570 million, a figure that continues to climb. The campaign has leveraged various media channels, including YouTube, social platforms, and large display screens in cities such as New York and Jakarta, as well as global television networks like the BBC. The accompanying soundtrack, designed to complement the video themes, has received acclaim for enhancing viewer engagement.

Seoul Tourism CEO Gil Ki-yeon noted that this campaign aligns with a significant rebound in tourist arrivals, which recently surpassed pre-pandemic levels. He emphasized:

“This September, for the first time, the number of international tourists visiting Korea exceeded the number of international tourists in September 2019, which was the highest number before COVID-19.”

Looking ahead, initiatives such as the introduction of Seoul Goods and the opening of Seoul Moon, a new attraction, reflect the city’s commitment to promoting its tourism sector and expanding its global presence.

Source & Images