Ottogi and KTO sign partnership to attract tourism through K-food

Local processed food conglomerate Ottogi and the Korea Tourism Organization (KTO) partnered up in a bid to attract overseas tourists by leveraging K-food's global appeal.

Ottogi's Managing Director Park Bum-jin, left, and the KTO's Lee Hak-ju, executive vice president of the organization's international tourism division, take a picture after signing a business agreement that leverages Korean cuisine to attract overseas tourists. [KOREA TOURISM ORGANIZATION]

Local processed food conglomerate Ottogi and the Korea Tourism Organization (KTO) partnered up in a bid to attract overseas tourists by leveraging K-food's global appeal.

The two signed an agreement Monday at Ottogi's test kitchen, O'Kitchen Studio in Gangnam District, southern Seoul. The deal outlines that they will launch joint ventures, including Korean food-related campaigns, digital content and online and offline events.

Ottogi and the KTO have worked together in the past. Last year, they collaborated on the government's tourism program, dubbed "Ottogi at your hotel doorstep" (translated). It reportedly drew in some 300 Japanese tourists to Korea.

The KTO in September is also set to promote Korean dishes at the 2024 Tourism Expo in Tokyo using Ottogi products, and host a cooking class with Japanese tourists at O'Kitchen Studio's Busan branch slated to open later this year.

"Through this business agreement, we are looking to create new mediums [for foreigners] to experience K-food," said Lee Hak-ju, executive vice president of the KTO's international tourism division. "Leveraging the rising status of K-food abroad, we hope to open a new era of Korean tourism, garnering over 20 million overseas visitors."

Ottogi pop-up in Mapo District, western Seoul [KOREA TOURISM ORGANIZATION]

Ottogi, best known in Korea for its instant curry, has also been actively pursuing business abroad, particularly through its instant ramen products in the United States and Southeast Asia.

It is currently holding a pop-up in Mapo District, western Seoul, through June 3, in collaboration with local design store Object.

BY LEE JIAN [lee.jian@joongang.co.kr]