On September 23, the Seoul Metropolitan Government and Seoul Tourism Organization announced that KARINA and WINTER of aespa, alongside all six members of RIIZE, have been appointed as honorary ambassadors for Seoul tourism.

Beginning today, the artists will act as the faces of a global promotional campaign intending to encourage tourism in Seoul. A video was released featuring RIIZE, KARINA and WINTER and presenting them as modern-day shinseon – immortals from Korean mythology – who transform ordinary moments in Seoul into magical, K-drama-esque scenes. The campaign has been named “Absolutely in Seoul,” with a focus on these everyday experiences and the consequential idea of “Seoul Syndrome.”

“Seoul Syndrome” describes a longing to return to Seoul after an initial visit, missing the daily life and routines unique to the city. This represents a new approach to efforts to promote tourism, as it relies on return visits rather than one-time trips and builds on the increase in international visitors seen in recent years. In August, the Seoul Metropolitan Government announced that a record 8.23 million international tourists visited the city throughout the first half of 2026 – a 21.3% increase from 2025.

A further nine videos are scheduled to be released on the Visit Seoul YouTube channel and their other social media accounts, using online platforms to reach wider, international audiences. Each will highlight an appealing aspect of Seoul, including K-beauty, K-culture, Korean food and nighttime tourism. They will be shown not only in Korea but through outdoor media overseas and on American news media company CNN, which airs in 133 countries.

Additionally, a variety of online and offline events will be held throughout the remainder of the year as an expansion of the campaign. Those in Seoul will be able to take part in an in-person “Guess the Seoul Night Spot” “voice quiz” featuring the voices of KARINA, WINTER, and RIIZE, plus spot posters and other promotional content placed around the city. Designated Tourist Information Centers, including those at the Incheon and Gimpo Airports, will reward visitors with exclusive photocards for completing missions.

“This campaign is about connecting the global influence of K-culture with Seoul’s diverse tourism experiences, so that people around the world will want to experience the city for themselves,” said Kim Byung-min, President & CEO of the Seoul Tourism Organization. “We will showcase Seoul’s many attractions, by day and by night, and strengthen its position as a global destination that keeps travelers coming back.”

The appointment of KARINA, WINTER and RIIZE as ambassadors represents a recognition of the impact that K-pop has had in boosting tourism figures, with fans visiting to experience the home of their favourite genre or to take part in specific events. Not only will these activities encourage visiting fans to go to Tourist Information Centers and learn about Korean culture, but domestic fans are also likely to participate in order to pick up the exclusive items. 

K-pop is positioned as a phenomenon representative of this “global destination,” and held up to the same scale for international fans and domestic fans alike.

Though 2026 is almost over, it acts as a seasonal campaign to end the year. While spring and summer are traditionally the peak seasons for tourism, the promotion of nighttime activities will aim to encourage visitors throughout the darker autumn and winter months using the influence of popular idols.

Campaign videos will be released sequentially in the coming weeks, and offline activities will commence in mid-October.