Seoul has named K-pop acts ENHYPEN and Hearts2Hearts among seven new honorary ambassadors tasked with promoting the city’s global image.

Announced by Mayor Oh Se-hoon at a ceremony on June 17, the appointments signal the capital’s continued strategy of leveraging cultural soft power to bolster international recognition. Alongside the two idol groups, the new roster includes actor Kim Suk-hoon, pianist Yekwon Sunwoo, actress Song Ji-eun, broadcaster Eom Ji-yoon, and YouTuber Park We — each representing a different facet of Korea’s increasingly exportable creative landscape.

The role of honorary ambassador is not merely symbolic. These figures will lead Seoul’s public relations initiatives over the next two years, spanning tourism, culture, and digital engagement. In recent years, Seoul has leaned into cultural ambassadorships as a way of translating Korea’s entertainment capital into a competitive urban brand — with K-pop as its most visible calling card.

ENHYPEN, who debuted under HYBE and BELIFT LAB in 2020 and have since built a strong international fanbase, represent a strategic pick. Their youth-driven image, multilingual appeal, and global touring experience align with the city’s positioning as a cosmopolitan hub for Gen Z travellers and K-culture followers. Hearts2Hearts, a newer act under the Korea Tourism Organization, add a distinctly public-sector flavour, reinforcing the government’s recent interest in incubating homegrown acts for promotional use.

“The charm of Seoul that we feel in our daily lives, such as the places where we started music and met ENGENE [our fans], is endless,” said ENHYPEN in a statement shared through the city. “We’ll work hard so that more people around the world can love Seoul as much as they love K-pop.”

The appointments arrive as Seoul continues to compete with other cultural capitals across Asia, including Tokyo, Bangkok, and Singapore. With Hallyu (the Korean Wave) now a proven driver of both tourism and national branding, aligning with high-profile entertainers has become less a marketing gimmick and more a foundational strategy.

What Seoul gains in return is not just visibility, but a chance to frame its identity beyond skyscrapers and palaces through the artists, musicians, and digital creators who shape global perception. As the city’s new ambassadors prepare to step into their roles, all eyes will be on how Seoul uses this cross-sector lineup to shape its next cultural chapter.