South Korea appointed K-pop girl band NewJeans as honorary ambassadors to boost tourism, joining a lineup of Korean celebrities in similar roles. This move comes as South Korea’s tourism numbers recover to nearly pre-pandemic levels, with many visitors citing K-pop and K-drama, part of the ‘Hallyu’ or Korean wave, as major draws.
“We are thrilled to promote South Korean tourism as honorary ambassadors today,” said band member Minji, expressing the group’s enthusiasm for showcasing their country’s attractions.
Culture Minister Yu In-chon noted that tourist arrivals are around 90% of pre-pandemic levels and anticipated increased global interest with NewJeans as ambassadors, following past representatives like ‘Squid Game’ star Lee Jung-jae and K-pop sensation BTS.
The band members shared personal tips for visitors, including enjoying local cuisine like gimbap dipped in tteokbokki sauce and adhering to the local tradition of capturing a photo daily.
Reflecting on their rapid rise, NewJeans recently achieved a milestone by selling out their debut fan meet at Tokyo Dome in record time, underscoring their growing popularity since their debut less than two years ago
