Government, SM Entertainment will use K-pop music videos to court tourists to Korea

SM Entertainment and the Korea Tourism Organization partnered for the 'Visit Korea Year' campaign.

SM Entertainment and the Korea Tourism Organization signed a two-year MOU with the goal of promoting Korean tourism. [SM ENTERTAINMENT]

K-pop fans may see of some of their favorite “SMTown” artists visiting Gyeongbok Palace, Mount Namsan and other Korean tourist spots in music videos in the coming days. K-pop giant SM Entertainment will cooperate with the Korea Tourism Organization (KTO) as part of the government’s “Visit Korea Year” campaign, which will involve SM artists introducing Korean tourist spots and experiences through their music and teaser videos.

SM Entertainment signed a two-year memorandum of understanding (MOU) with the KTO on Thursday, the company said on the same day. Seven officials, including SM Entertainment Chief Operating Officer Tak Young-jun were present at the signing event. Under the MOU, SM Entertainment’s artists’ music and teaser videos will be filmed at iconic tourist spots and feature experiences unique to Korea. The artists’ portraits will also be used in the KTO’s promotional material.

A special exhibition showcasing SM Entertainment artists will also be held at the HiKR Ground publicity center in central Seoul, according to the K-pop agency. No further details, including the exhibition’s opening date, were disclosed.

The “Visit Korea Year” initiative is one of the Ministry of Culture, Sports and Tourism’s key projects this year aimed at attracting foreign tourists. The ministry’s goal is to attract 20 million foreign travelers to Korea in 2024.

BY KIM JU-YEON [kim.juyeon2@joongang.co.kr]