In the year 2023, amidst the endemic era, there was a surge in the pent-up desire for travel, leading to a rapid increase in global travelers' demand for tourism and their willingness to spend. The global travel and tourism industry entered a phase of recovery, marking the beginning of a 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 prevailing trends, contemporaneity, and unique experiences. Through videos encompassing these three elements, we sought to induce potential travelers to visit Korea. Firstly, positioning Korea as a trendsetter in Asia and a global cultural influencer. Secondly, conveying the latest K-CULTURE unfolding in Korea at that very moment. Lastly, creating films showcasing unfamiliar and new experiences unique to Korea from the perspective of foreigners.

Challenge Korea campaign consists of 4 episodes, depicting eye-catching K-culture and tourist destinations, and stimulates curiosity with interesting phrases that express Korea. Firstly, features K-Pop dancing, traditional tightrope walking, Taekwondo dancing, and diverse dance performances against the background of sensational music by Peggy Gou, a world-renowned DJ from Korea. Crossing tradition and modernity, people of all ages express the passion and excitement of dance.

The introduces the most loved local foods in Korea, such as kalguksu and street foods (tteokbokki and sundae). It vividly conveys the atmosphere of Korea's unique gourmet streets. Additionally, the advertisement plans to stimulate foreigners' desire to visit Korea by capturing new aspects through , which reflects the recent travel trend aimed for Social Media photo shots, and lastly , which depicts the future appearance of Korea and city night views in a sensuous style.

The CHALLENGE KOREA campaign garnered global attention, significantly increasing awareness and preference for Korean tourism at a time when travel to Korea was resuming. Our campaign received coverage in major broadcasting stations' news and articles and became a trending video on YouTube, generating significant buzz both domestically and internationally.

Notably, the cumulative views through media execution reached 1.4 billion, surpassing the previous year's campaign views of 900 million by approximately 1.5 times. Plus, the films’ high immersion levels played a crucial role to achieve 47% of VTR rate.

On YouTube, the campaign received 463,000 likes, and the cumulative comment count surpassed 37,800, showcasing a high level of engagement and confirming global interest in Korean tourism. Moreover, the campaign was screened at major landmarks in 11 countries, including New York Times Square in the United States, Shinjuku in Japan, and Kuala Lumpur in Malaysia, leading to an explosive global response.