The Ministry of Culture, Sports and Tourism and the Korea Tourism Organization (KTO) are teaming up with Netflix’s hit variety show “Yoo Jaesuk Camp / Jaeseok’s BnB Rules” to encourage travelers from around the globe to visit South Korea.
On June 11, the KTO announced the launch of “Korea Camp,” a global advertising campaign that utilizes the intellectual property (IP) of Netflix’s variety program Yoo Jaesuk Camp.
Last year, the KTO achieved major marketing success with campaigns inspired by globally successful K-drama IPs such as Squid Game and All of Us Are Dead, generating a cumulative 68 million views. This year, the organization is expanding its collaboration efforts beyond dramas and into K-variety content, with the goal of turning content consumption into actual visits to Korea.
The “Korea Camp” campaign video features travelers of various nationalities and age groups exploring destinations across South Korea. The video naturally showcases experiences related to K-beauty, K-pop, food, and other aspects of local culture. To enhance immersion for fans of the original show, the campaign also includes hidden “easter eggs” inspired by signature props and iconic scenes from Yoo Jaesuk Camp.
The campaign teaser will be released on June 12, followed by the main videos in stages. The content will be distributed through the Korea Tourism Organization’s official YouTube channel, VISITKOREA, as well as Netflix and other global platforms.
In addition, after the videos are released, the KTO will hold an online event that will give selected international viewers the opportunity to visit Korea and experience the K-culture attractions and tourism routes featured in the advertisements firsthand.
KTO President Park Sunghyuk stated:
“Through collaboration with K-content IPs that are loved worldwide, we wanted to introduce the appeal of Korean tourism in a more approachable way. We will continue strengthening a virtuous marketing cycle in which viewing our advertisements can lead directly to visits to Korea.”