The Korea Tourism Organization (KTO), in partnership with the Ministry of Culture, Sports and Tourism, brought the world of Netflix's hit series "Squid Game" to life through a special experiential tourism event at Gwanghwamun Square in central Seoul on Thursday. The event, titled "A Special Travel Day with Squid Game," welcomed 82 foreign visitors from around the globe to participate in themed activities directly inspired by the popular Korean drama series.
The unique tourism initiative was created to build upon the massive international success of KTO's viral marketing campaign "Escape to Korea – BETTER RUN," which drew creative inspiration from the Netflix series and generated enthusiastic responses from audiences worldwide. The promotional campaign video features a main character who receives an "Imagine your Korea" invitation and becomes player number 82, a clever reference to South Korea's international dialing code (+82).
Participants were carefully selected from an overwhelming pool of more than 4,000 applicants representing 33 different countries, demonstrating the global appeal of both the Netflix series and Korean tourism. During the event, the 82 chosen visitors donned iconic "Squid Game"-style green tracksuits and followed instructions from staff members dressed as the series' distinctive pink guards, completing various missions and challenges throughout central Seoul.
The immersive experience extended beyond Gwanghwamun Square to include multiple locations across the city, with participants visiting popular destinations such as Hiker Ground and the scenic Han River area. The event was designed to showcase not only the entertainment value of the series but also authentic Korean cultural experiences, including traditional Korean dining, the uniquely Korean experience of making and enjoying instant noodles by the Han River, and energetic K-pop dance sessions that offered participants genuine insights into contemporary Korean culture and daily life.
Christina, a participant from the United States, expressed her enthusiasm about the experience, stating, "I discovered my interest in Korean tourism through the Imagine Your Korea YouTube channel, and I'm so happy to finally experience the Korea I had only imagined. Korea has exceeded my expectations, and I definitely want to come back." Her comments reflect the event's success in converting digital interest into real tourism experiences.
A Korea Tourism Organization official explained the strategic thinking behind the campaign, emphasizing that the "Escape to Korea" message is designed to serve as an open invitation for international travelers to explore South Korea. "By organically connecting globally popular Korean Netflix content with tourism promotion, we aim to turn potential interest into real visits and continue building a sustainable promotional cycle," the official stated, highlighting the innovative approach of leveraging entertainment content for destination marketing.
The remarkable success of the "Escape to Korea – BETTER RUN" campaign series, which launched on July 3, demonstrates the powerful intersection of Korean pop culture and tourism marketing. According to Korea Tourism Organization data, the six campaign videos have collectively accumulated more than 370 million views worldwide since their release, establishing them as one of the most successful tourism marketing campaigns in recent years and proving the global appetite for Korea-related content.
