Seoul launches global tourism campaign with aespa and RIIZE

The Seoul Metropolitan Government and the Seoul Tourism Organization have launched the ‘Absolutely in Seoul’ global tourism campaign, appointing K-pop artists Karina and Winter of aespa, along with the group RIIZE, as honorary tourism ambassadors for 2026.

The campaign centers on the concept of ‘Seoul Syndrome,’ described as the lingering desire to return to the city after experiencing its culture, food, shopping, and nightlife. The promotional content features the artists portraying modern-day immortals in a fantasy-themed narrative that blends traditional Korean aesthetics with contemporary urban life.

A series of nine campaign videos will be released via Visit Seoul’s social media channels. To engage global audiences, the initiative includes online events and offline activities at various tourist information centers and ‘Seoul My Soul’ shops within the city. Starting in October, the promotion will expand internationally with outdoor advertising in major cities like New York and distribution through global news channels.