[Sportschosun Reporter Jo Ji-young] Netflix is partnering with the Korea Tourism Organization to promote the charms of Korea to the world.
Marking its second collaboration with the Korea Tourism Organization this year, Netflix is participating in the "KOREA B&B Rules!" campaign, a Korean tourism brand advertisement conducted by the Ministry of Culture, Sports and Tourism and the Korea Tourism Organization. Through this campaign, which is based on the motif of "Yoo Jae-suk Camp," Netflix plans to help drive the consumption of on-screen content into tourism to Korea. "Yoo Jae-suk Camp" is a group camp variety show where novice camper Yoo Jae-suk and unpredictable staff members Lee Kwang-soo, Byun Woo-seok, and Ji Ye-eun complete an escape from daily life by chatting, playing, and goofing around with the guests.
Immediately after its release, it ranked 5th in the global non-English TV show category (as of May 25–31), conveying the unique and cheerful charm of K-variety shows to viewers around the world. This advertising campaign captures the journey of foreigners of various nationalities, ages, and professions traveling through Korea, forgetting their usual selves, and having fun revealing sides of themselves they never knew, much like the free and energetic vibe provided by 'Yoo Jae-suk Camp'. Participants discover the true charm of Korea by experiencing diverse content that encompasses both tradition and modernity, unique to Korea, including K-pop, K-beauty, temple stays, jjimjilbangs, and school uniform experiences.
A Netflix official stated, "We are delighted to be able to promote the diverse appeal of Korean tourism to the world through 'Yoo Jae-suk Camp,' following 'Squid Game' and 'All of Us Are Dead,' in collaboration with the Korea Tourism Organization. " The official added, "We hope that this 'Korea Camp' campaign will serve as an opportunity for global viewers to directly experience the Korean culture they have encountered on Netflix, leading to visits to Korea.
" The campaign teaser video is available on global platforms, including the Korea Tourism Organization's official YouTube channel 'VISITKOREA,' and the full video is scheduled to be released on the 19th. In addition, participatory promotions will be conducted to encourage actual foreign tourists to visit Korea.
Participants selected through an online event held after the release of the main video will be provided with the opportunity to personally experience the various K-culture and tourism content featured in the advertisement. Reporter Jo Ji-young soulhn1220@sportschosun.com
