The Seoul Metropolitan Government (SMG) and Seoul Tourism Organization (STO) have appointed Karina and Winter of aespa, along with members of RIIZE, as honorary ambassadors for Seoul tourism in 2026, launching a global tourism campaign called ‘Absolutely in Seoul’.
The campaign is built around the message “Where the unexpected becomes the everyday” and centers on a concept called the “Seoul Syndrome,” which the organizers describe as the sense of longing travelers feel after leaving Seoul — a desire to return to the everyday moments, culture and experiences they discovered in the city.
According to the release, “Seoul Syndrome” refers to the way the city’s experiences, from K-pop and K-content to the Hangang River, alleyways and cafes, food, shopping and night views, leave a lasting impression long after the trip is over.
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“This campaign is about connecting the global influence of K-culture with Seoul’s diverse tourism experiences, so that people around the world will want to experience the city for themselves,” said Kim Byung-min, President and CEO, Seoul Tourism Organization.
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“We will showcase Seoul’s many attractions, by day and by night, and strengthen its position as a global destination that keeps travelers coming back.”
A teaser film opens with news coverage reporting that the “Seoul Syndrome” is appearing around the world.
A range of online events will run alongside the films, including a comment event inviting viewers to share which “Seoul Syndrome” moment they relate to most. Fans can also take part in “Guess the Seoul Night Spot,” a voice quiz with separate editions featuring Karina and Winter and the members of RIIZE, in which fans listen to the artists speaking at the same time and identify the Seoul nighttime spots mentioned.
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Offline events will also run alongside the campaign. Visitors who complete a mission at one of seven participating locations across Seoul — five Seoul Tourist Information Centers and two Seoul My Soul Shops — will receive merchandise produced for the campaign, including artist posters and photocards. More details about the event will be available on Visit Seoul’s social media channels in mid-October.
Global promotion will expand from October. The campaign films will run on outdoor screens in major cities overseas, including Times Square in New York, and will air on CNN in more than 133 countries.
