‘Korea Tourism’ Commercial showcasing Lee Jung-jae airs on a prominent electronic billboard in Beijing
Written by: [Your Name], Travel Correspondent
A recent development has emerged in the world of Korean tourism, as a popular commercial featuring actor Lee Jung-jae has been broadcasted on a large outdoor electronic display board in the bustling Chaoyang District of Beijing, China. This significant move comes after China lifted its ban on Chinese group travel to Korea on the 11th of last month, marking a positive turn for the Korean tourism industry.
The Korea Tourism Organization revealed that they have initiated a captivating advertising campaign known as the ‘Korea Challenge’, which seeks to promote Korean tourism through two strategically placed billboards in Beijing. One of these billboards is located in a high-rise building in Beijing’s central business district (CBD) of Chaoyang. The other is positioned in the Grand Pacific Department Store in Beijing’s Xicheng District, which is teeming with young and mobile individuals from the MZ generation.
Since the deployment of the Terminal High Altitude Area Defense (THAAD) system by South Korea in 2016, China imposed retaliatory measures, including the suspension of group travel to Korea in March 2017. Although China partially resumed offline tourism product sales to Korea in select cities, such as Beijing and Shandong Province, after President Moon Jae-in’s visit in December 2017, national travel was still prohibited. It was only last month that China finally lifted the ban on tourism to Korea, which had been in place for six years and five months.
This breakthrough comes after China enforced a complete ban on foreign group travel in January 2020 due to the onset of the coronavirus outbreak. On the 10th of last month, China’s Ministry of Culture, Sports, and Tourism released a list of ’78 third world countries’ eligible for group travel, including Korea, which had previously been exempted.
In a thrilling turn of events, an advertisement for ‘Korea Tourism’ featuring the talented actor Lee Jung-jae is being showcased on an electronic display board located at the Grand Pacific Department Store in Beijing City Hall District, Beijing, China. This advertising move by the Korea Tourism Organization aims to target immediate tourism following the Chinese government’s announcement allowing travel. The organization intends to attract group travelers to Korea during China’s National Day Golden Week, which takes place from September 29th to October 6th.
The electronic display board situated in Chaoyang District, spanning across a six-lane overpass, is expected to run advertisements from the 11th to the 8th of next month. Furthermore, the Grand Pacific Department Store’s electronic display board, which is predominantly visited by Chinese youth, will broadcast these advertisements from the 15th to the 26th of the following month.
Featuring four enthralling advertisements, namely K-Dance, K-Future, K-Food, and K-Photo Spot, the electronic display board captures the essence of Korea through dynamic visuals that range from 1 minute and 30 seconds to 2 minutes in length. Each ad concludes with Lee Jeong-jae extending an intriguing invitation to visit Korea by saying, “Can you handle it?”, thereby captivating the attention of foreign travelers.
Highlighting this ground-breaking milestone, an official from the Korea Tourism Organization stated, “After the pandemic, we embarked on our first-ever overseas advertisement campaign for Korean tourism in the heart of China’s capital, Beijing, with the aim of targeting tourists. We are committed to intensifying our promotional activities in order to achieve our goal of attracting more tourists to Korea.”
A ‘Korea Tourism’ commercial featuring actor Lee Jung-jae is broadcast on a large outdoor electronic display board installed in a high-rise building in Chaoyang District, Beijing, China. /Korea Tourism Organization
While China lifted the ban on Chinese group travel to Korea on the 11th of last month, a ‘Korean tourism promotion video’ featuring actor Lee Jung-jae was found to have been broadcast through large outdoor electronic billboards in Downtown Beijing, the capital of China. , since the middle of this month.
According to the Korea Tourism Organization on the 27th, the corporation is running a ‘Korea Challenge’ advertisement promoting Korean tourism through two outdoor electronic billboards in Beijing, China. This is through a high-rise building in the central business district (central business district) of Chaoyang District, Beijing, and an electronic display board installed in the Grand Pacific Department Store in Beijing’s Xicheng District, which has a large mobile population of the MZ generation.
After South Korea deployed THAAD in 2016, China implemented retaliatory measures in the travel sector, including suspending group travel to Korea in March 2017. Subsequently, around President Moon Jae-in’s visit to China in December 2017, China resumed the sale of offline tourism products bound for Korea in some cities, including Beijing and Shandong Province, but it was not allowed nationwide.
China has completely banned foreign group travel since January 2020, when the coronavirus outbreak began. The ban on tourism to Korea, which lasted 6 years and 5 months, was only lifted last month. On the 10th of last month, China’s Ministry of Culture, Sports and Tourism published a list of ’78 third world countries’ that allow group travel for their citizens, and Korea, which had been exempt until now , also included.
An advertisement for ‘Korea Tourism’ featuring actor Lee Jung-jae is broadcast on an electronic display board installed in the Grand Pacific Department Store in the Beijing City Hall District, Beijing, China. /Korea Tourism Organization
The Korea Tourism Organization is said to have set up an advertising plan to target the so-called Yuker (遊客) immediately after the Chinese government’s announcement of allowing tourism. The plan is to attract group travelers to Korea during China’s National Day Golden Week (September 29 to October 6). An official from the corporation said, “We hadn’t even thought about doing Korean tourism marketing in China, but after the Chinese government allowed it, we quickly accepted the challenge and started advertising.”
The electronic display board installed in a high-rise building in Chaoyang District, in the middle of a six-lane overpass, is expected to run advertisements from the 11th to the 8th of next month. Advertisements will be broadcast on the Grand Pacific Department Store’s electronic display board, which is mainly visited by Chinese young people, from the 15th to the 26th of next month.
There are four advertisements on the electronic display board, including K-Dance (dance), K-Future (future), K-Food (local / street food), and K-Photo Spot (photo spot), and the length comes from 1 minute and 30 seconds, 2 minutes each. All four ads end with Lee Jeong-jae’s message about visiting Korea, “Can you handle it?” as he introduced Korea to foreign travelers.
An official from the Korea Tourism Organization said, “After the pandemic, we sent an overseas advertisement for Korean tourism featuring Korean celebrities for the first time in the center of Beijing, the capital of China, to target tourists. We will strengthen our promotional activities to achieve our goal of attracting tourists.”
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