Capturing Korea: KTO’s innovative approach to global tourism promotion
Date Oct 02, 2024
K-Photo frames for Life4cuts released by the Korea Tourism Organization (Photo courtesy of Korea Tourism Organization)
The Korea Tourism Organization (KTO) recently launched two innovative global initiatives to promote Korean tourism and culture: the Life4Cuts “K-Photo Frame” and the “Ocean Odyssey” exhibition.
In collaboration with popular self-service photo studio brand Life4Cuts (“Insaengnekeot” in Korean), the KTO has introduced the limited-edition Life4Cuts “K-Photo Frame.” This initiative showcases Korea’s natural beauty, seasonal diversity and cultural landmarks through eight distinctive designs. These feature Korea’s four seasons and major tourist attractions like N Seoul Tower, which crowns Namsan Mountain, and Heunginjimun Gate, commonly referred to as Dongdaemun. Available until October 4 at over 1,600 locations across 21 countries, this campaign aims to promote Korean tourism globally.
Life4Cuts offers affordable self-service photo booths where customers can have high-quality pictures taken on the spot, get them printed instantly, choose from variously themed frames and share the shots on social media. By coupling a nostalgia for the analog era with digital convenience, the service has found a niche in Korean society – especially among Korea’s MZ generation (millennials and Gen Z).
The KTO operated an Insaengnekeot booth at the Korea Travel Fiesta 2024, held from September 6 to 8 in Manila, the Philippines. This allowed international audiences to experience Korea’s unique photo culture firsthand. In addition, the KTO’s Photo Korea is holding an online quiz event that runs until October 4.
In a separate initiative, the KTO has partnered with National Geographic and Shinsegae Department Store to present “Ocean Odyssey,” a special photo exhibition. Located at the Daegu Shinsegae Department Store’s 8th-floor Culture Hall and running until October 13, the exhibition focuses on the theme of Korea’s seas and features selected works from Photo Korea. It’s an artistic exploration of Korea’s coastal landscapes that has an appeal for both domestic and international audiences.
The collaboration between KTO and Life4cuts offers another memorable experience for travelers who love Korea.
The KTO’s collaborations demonstrate a strategic focus on blending cultural heritage with modern trends to promote tourism. By utilizing contemporary platforms and global exhibitions, the KTO is reaching new audiences; sparking international interest in Korean destinations; highlighting Korea’s natural beauty, rich cultural heritage and modern lifestyle; and reinforcing Korea’s position as a vibrant, dynamic destination.
These initiatives serve as cultural bridges, connecting Korea to the world and emphasizing the country’s blend of tradition and innovation. By engaging people from different generations and regions, the KTO is effectively positioning Korea as a must-visit destination on the world stage. The Life4Cuts “K-Photo Frame” and the “Ocean Odyssey” exhibition are not just promotional tools; they are cultural products that resonate with people globally, inviting them to experience Korea’s unique charm and inspiring foreign travelers to visit.
The Ministry of Culture, Sports and Tourism's "Korea Here & Now" work can be used under the condition of "Public Nuri Type 1 (Source Indication)."