South Korea has appointed renowned K-pop girl group NewJeans as “honorary ambassadors” to promote tourism. This move follows the increasing popularity of K-pop and K-drama, known as the “Hallyu” or Korean Wave, which has become a major factor in attracting tourists to the country.South Korea has appointed renowned K-pop girl group NewJeans as “honorary ambassadors” to promote tourism. This move follows the increasing popularity of K-pop and K-drama, known as the “Hallyu” or Korean Wave, which has become a major factor in attracting tourists to the country. NewJeans, known for their hit songs like “Ditto” and “Hype Boy,” joins a list of prominent Korean celebrities who have served as tourism ambassadors, including Lee Jung-jae of “Squid Game” and BTS. The group will promote the charms of South Korea and encourage international visitors to explore its rich culture, cuisine, and attractions. According to Culture Minister Yu In-chon, tourism numbers have rebounded to “about 90% of the pre-pandemic level.” NewJeans’ appointment as ambassadors is expected to further boost tourism from all over the world. The group shared their personal recommendations for visitors, advising them to try local delicacies like “gimbap dipped in tteokbokki sauce” and visit traditional Korean houses (hanok). Member Hanni emphasized the importance of embracing Korean cuisine, particularly dishes like samgyetang (ginseng chicken soup) and mul-naengmyeon (cold buckwheat noodles). The appointment of NewJeans as tourism ambassadors highlights the significant impact of K-pop and Hallyu on South Korea’s tourism industry. The group’s popularity and global reach are expected to drive additional interest in the country and contribute to its economic recovery post-pandemic.
South Korea named K-pop girl band NewJeans “honorary ambassadors” as part of a campaign to promote tourism, joining a long list of Korean celebrities who have taken on the role.
South Korea saw tourist numbers rise again this year to near pre-pandemic levels, with about a third of visitors citing K-pop or K-drama (the so-called “Hallyu,” or Korean Wave) as a major reason for traveling to the East Asian country.
“We are very happy to be appointed today as ambassadors to promote tourism in South Korea,” said band member Minji, adding that it would be a “great pleasure” for the supergroup to promote the charms of their country.
According to Culture Minister Yu In-chon, the number of tourists is at “about 90% of the pre-pandemic level.”
“With NewJeans as tourism ambassadors, I expect even more people from all over the world will visit Korea,” he added.
The group will serve as ambassadors for a year without any real diplomatic responsibilities, succeeding previous representatives such as Squid game star and Emmy winner Lee Jung-jae and K-pop megastars BTS.
Members of the band shared their personal recommendations for visitors, including eating “gimbap dipped in tteokbokki sauce” and taking “one photo a day,” which is an “unwritten rule among the young Korean generation.”
Haerin said she recommended tourists to visit a hanok (a traditional Korean house), while Hanni urged visitors to embrace Korean cuisine.
“When you come to Korea, you really have to eat Korean food. And because it’s summer and the weather is warm, you can really enjoy it if you eat dishes like samgyetang (ginseng chicken soup) or mul-naengmyeon (cold buckwheat noodles),” she said.
More than 11 million tourists visited South Korea last year, a 245% increase from 2022, when some pandemic restrictions were still in place.
Most of the visitors were Chinese and Japanese tourists.
NewJeans recently held their first fanmeet at the Tokyo Dome, less than two years after their debut—the fastest Tokyo Dome debut for a foreign artist. Tickets sold out in minutes.
The group’s Japanese debut single Supernatural had already sold more than a million copies as of Thursday, July 11. This makes the album’s fifth million-selling copy a fact. (AFP)
