NewJeans named honorary ambassadors for Korean tourism

The culture ministry on Thursday appointed K-pop girl group NewJeans as honorary ambassadors for Korean tourism for 2024 to promote inbound tourism to the country.

The quintet will collaborate closely with the Korea Tourism Organization (KTO) affiliated with the ministry to showcase Korea’s diverse attractions, particularly targeting younger generations, who constitute a significant portion of foreign visitors in recent years.

“We’re really happy to be named honorary ambassadors to promote Korean tourism,” Minji of the group said during a nomination ceremony at a hotel in Seoul. “We’ll do our best to promote Korea’s diverse charms with a joyful heart.”

With hits such as “Attention,” “Ditto,” “ETA” and “OMG,” NewJeans have become the hottest girl group just two years after its debut in July 2022. Most recently, the band made their debut in Japan with the single “Supernatural” on June 21.

Previous honorary ambassadors include prominent “hallyu” stars, such as actor Lee Jung-jae and K-pop boy group BTS.

The ceremony was also attended by Minister of Culture, Sports and Tourism Yu In-chon.

“We announced that we would like to welcome 20 million foreign tourists this year, and so far, about 7.65 million people have visited Korea. This represents a recovery of 90 percent compared with pre-pandemic levels,” Yu said. “With NewJeans serving as honorary ambassadors for Korean tourism, we have high expectations that more people from around the world will visit in the second half of the year.”

The event unveiled two TV commercials featuring the girl group.

Under the common slogan “Koreans’ Korea,” the campaigns introduce Korean cuisine and tourist spots popular among locals but lesser known among foreign tourists, highlighting experiences beyond the information readily available through online searches.

The commercials showcase the group members venturing into traditional markets to savor “gimbap” dipped in “tteokbokki” broth, enjoying cups of “ramen” after a hike and recommending indulging in “chungmu gimbap” at the beach. They also encourage viewers to explore hidden gems by traveling to rural towns, visiting trendy cafes and taking courses in traditional mother-of-pearl craft, a unique aspect of Korean design.

Responding to the emcee’s question about a must-do experience in Korea during the ceremony, Haerin enthusiastically recommended experiencing a “hanok,” a traditional Korean house.

“Visiting a hanok will offer an unforgettable experience, allowing you to appreciate both its unique beauty and the surrounding nature,” she said.

Hanni suggested that “samgyetang,” a traditional ginseng chicken soup, or cold buckwheat noodles might be perfect for hot summer days.

Hyein was unable to attend the ceremony, while the other four members of NewJeans were present.

The commercials were released on the KTO YouTube channel and other platforms following the ceremony.

They will also be displayed on major billboards in 12 cities worldwide, including New York, Tokyo, Shanghai, Bangkok, Dubai and Mexico City. During the Paris Olympics, they will be shown on digital screens throughout the French capital, edited into short-form content.