In 2023, amidst the endemic era, there was a pent-up desire for travel, leading to a rapid increase in global travelers' demand for tourism and their willingness to spend. The global travel industry entered a phase of recovery, marking the worldwide competition in tourism promotion. In this situation, our strategy aimed to highlight Korean tourism through digital films while delivering a clear message to encourage visits to Korea.

The key points of our strategy included capturing the popularity, prevailing trends, and unique experiences. Through videos encompassing these three elements, we sought to induce potential travelers to visit Korea. Firstly, we used elements of K-CONTENTS, which were global popular, to arouse foreigners' curiosity and interest, Secondly, through storytelling cinematic films, we positioned Korea as a trendsetter in Asia and as a global cultural influencer. Lastly, creating films showcasing unfamiliar and new experiences unique to Korea from the perspective of foreigners.

2023 Feel the Rhythm of Korea campaign consists of three films which were inspired by globally popular K-content, showcasing different regions.

The film ‘QUEENDOM : KOREAN ARCHERY,' unfolds in various locations of Suwon Hwaseong, presenting a thrilling chase. Set against the majestic Suwon Hwaseong from Joseon Dynasty, the video offers both excitement and traditional Korean beauty through a cinematic chase.

The 2023 Feel the Rhythm of Korea campaign garnered global attention, increasing awareness and preference for Korean tourism at a time when travel to Korea was resuming.

The campaign was executed in 19 countries, including the United States, Japan, and the Taiwan, achieving a 220 million views on YouTube and IQIYI. The highly immersive content like a movie, resulted in an impressive 45.97% of VTR.

On YouTube, the campaign garnered 2,000 likes and surpassed 1,116 comments, demonstrating substantial engagement and confirming global interest in Korean tourism. Particularly noteworthy are positive consumer responses found in YouTube comments, such as: "You guys are nailing on promoting Korea; love the video's freshness, uniqueness, and creativity," "This video is truly epic, especially as I'm a fan of Korean historical dramas," and "This is one of the best ads I've ever seen. It's not just a promotion, it's a story. It shows the real Korea."