Korea Tourism Organization promotes regional cuisine via global influencers

The Korea Tourism Organization has launched a global campaign to promote regional Korean cuisine, leveraging the influence of 33 international creators. Through the ‘K-Local Food Hunters 33’ project, influencers from 13 countries—including representatives from Southeast Asia, China, Japan, Europe, and the Americas—documented their culinary experiences across the Gangwon, Jeolla, and Gyeongsang regions.

The project has generated over 900 pieces of content across platforms such as Instagram, TikTok, YouTube, and Xiaohongshu, accumulating more than 10 million views. Notable viral content includes a Vietnamese influencer’s feature on ‘Hanwoo Mungtigi’ (raw beef), which garnered 447,000 views, and a French influencer’s exploration of unique local foods like silkworm pupae and ox blood.

To convert this digital interest into actual tourism, the organization plans to host global online events via the VisitKorea platform in four languages: English, Japanese, and Simplified and Traditional Chinese. These efforts aim to strengthen the global competitiveness of K-food and encourage international travelers to visit Korea’s regional culinary landmarks.