South Korea has just named a new face of Korea tourism for 2025, and it’s none other than beloved actor-singer Park Bo Gum. On July 24, the Ministry of Culture, Sports and Tourism (MCST), alongside the Korea Tourism Organization (KTO), officially announced Park Bo Gum’s appointment as the Honorary Ambassador for Korea Tourism 2025. From a fresh campaign theme to a new anthem sung by Park himself, here are the must-know facts about “Never Ending Korea.”
Park Bo Gum, the Honorary Ambassador for Korea Tourism 2025
1. Park Bo‑gum Is the New Face of Korea Tourism 2025
The Ministry of Culture, Sports and Tourism (MCST) and the Korea Tourism Organization (KTO) will officially assign Park Bo Gum as the 2025 Honorary Ambassador for Korea tourism on July 29, 2025. With his appointment, the star joins a list of prominent Korean tourism ambassadors, including Brave Girls (BB Girls), BTS, Cha Eun Woo, Lee Jung Jae, and NewJeans.
Park Bo Gum is renowned for his role in the worldwide hit series “Love in the Moonlight,” and his global adoration has only grown with recent K-dramas such as “When Life Gives You Tangerines” and “Good Boy.” His great influence makes him a perfect figure for cultural diplomacy and tourism in the Korean campaign “Never Ending Korea.”
Park Bo Gum’s reputation as a multifaceted star, combining acting, music, and heartfelt appeal, matches the campaign’s immersive storytelling ethos. The star headlines the global tourism campaign video “Never Ending Korea,” inviting travelers to become the “main character” of their own Korean journey. In the teaser, he asks, “Will you be the main character of this story?”—marking the official launch of the campaign.
2. Theme Song “On My Way” by Park Bo Gum
Park lends his voice to the campaign’s official theme song, “On My Way”, produced by KZLAB (under renowned producer KENZIE). It became available on major music platforms starting July 24, 2025. This integrated approach elevates him from a leading figure to a creative collaborator.
3. KTO & Netflix Collaboration
The Korea Tourism Organization (KTO) collaborated with Netflix to produce tourism-themed videos inspired by blockbuster K-dramas such as “Squid Game” and “All of Us Are Dead.”
The first video, titled “Escape to Korea – Better Run,” received millions of views prior to the campaign launch. A second video inspired by “All of Us Are Dead,” titled “Escape to Korea – Better Together,” is scheduled for release on August 7.
4. Highlighting Regional Diversity
The campaign films highlight Gyeongsang (“Where Energy Never Sleeps”) and Jeolla (“Where Beauty Moves the Heart”). These are anchored in cinematic visuals that emphasize local culture, scenic beauty, and experiential travel beyond Seoul’s skyline.
It’s not only inviting you to explore its hidden gems, but also giving you a chance to see the actual filming locations for shows like “Captivating the King” and “All of Us Are Dead.” And you can create your own story in these pretty regions. Wander through quiet villages, find a spot on the coast, and soak in the local culture.
Seoul is a great place to start, but the real story unfolds in Gyeongsang and Jeolla.
5. Immersive & Emotional Tour Style
KTO’s strategy embraces storytelling-driven, emotionally travel experiences that resonate with today’s global tourism trends. Under the tagline “Never Ending Korea,” the campaign lets travelers imagine themselves as the main character of their journey. It breaks away from traditional, templated tourism messaging with a more personal, experience-first approach. The campaign reflects the growing demand for customized, immersive travel beyond mass tourism.
With Park Bo Gum leading the way, the “Never Ending Korea” campaign offers a modern way to tourism. It blends emotional storytelling, regional diversity, and Hallyu magnetism, inviting travelers worldwide not just to visit Korea but to truly experience it, making each visitor the star of their journey in Korea.
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