aespa members Karina and Winter, alongside boy group RIIZE, are bringing the charm of Seoul to one of the world’s busiest commercial destinations.
The K-pop stars have appeared on massive digital billboards in New York’s iconic Times Square as part of the Seoul Metropolitan Government and Seoul Tourism Organization’s international tourism campaign, titled ‘Absolutely in Seoul’.
The promotional videos are designed to introduce Seoul’s culture, attractions and unique experiences to international audiences while encouraging more people to visit the South Korean capital.
The campaign has attracted attention from K-pop fans worldwide, particularly because of the participation of three popular acts representing different sides of the Korean music industry.
By featuring globally recognised artists, the organisers hope to connect the popularity of K-culture with international interest in travelling to Seoul.
The Times Square promotion is part of a wider advertising initiative that extends beyond the United States.
Through large-scale outdoor displays in several major international cities, Seoul’s tourism authorities are taking their campaign directly to locations visited by millions of residents and tourists.
Karina, Winter and RIIZE Take Over Times Square With ‘Absolutely in Seoul’
The promotional campaign began appearing on the large outdoor screens of New York’s Times Square on November 2 and is scheduled to continue until November 29.
The location is considered one of the world’s most recognisable commercial districts, making it an important platform for reaching international visitors and local audiences.
The campaign is built around the concept of ‘Seoul Syndrome’, which describes the feeling of missing Seoul’s everyday lifestyle, atmosphere and culture after leaving the city and wanting to experience it again.
Its central message is ‘Absolutely in Seoul’, presenting the South Korean capital as a destination where ordinary experiences can become extraordinary.
Karina and Winter of aespa, together with RIIZE, were previously appointed honorary tourism ambassadors for Seoul in September 2026.
They feature in promotional videos that combine elements of Korean mythology and modern city life.
The campaign presents the artists as contemporary versions of mythical immortals, bringing imaginative elements into familiar locations and experiences across Seoul.
The videos highlight different aspects of the city, including its food culture, beauty experiences, nightlife, entertainment and tourist attractions.
Through creative storytelling, the organisers aim to show international audiences that Seoul offers more than traditional sightseeing, with its everyday streets and activities also forming an important part of its appeal.
The campaign has also expanded to other international destinations.
In Tokyo, promotional videos are being displayed around the Shibuya Scramble area from November 2 to November 20.
Bangkok began showing the advertisements on November 1, with the promotion continuing until the end of the month. Taipei, Beijing, Shanghai and Jakarta are also included in the wider international campaign, with advertising schedules varying by location.
Seoul Expands Its Tourism Promotion Across International and Domestic Locations
Alongside its overseas advertising, the Seoul Metropolitan Government and Seoul Tourism Organization are strengthening the campaign’s visibility within South Korea.
Promotional videos have been appearing at major commercial and tourist destinations, including COEX, Myeong-dong, Euljiro and Jonggak, since October 12.
The campaign is also receiving support through partnerships with major companies.
Lotte Department Store is displaying the promotional content on its large Lotte Town Light media facade in Myeong-dong.
The advertisements are scheduled to remain there until December 31.
Another partnership with CJ CGV has brought the campaign to screens inside subway trains operating on Line 2 and the Sinbundang Line, with the promotion continuing until November 30.
The initiative follows the strong online response to the campaign’s promotional videos.
In October, the Seoul Tourism Organization announced that the videos featuring Karina, Winter and RIIZE had accumulated more than 500 million combined views across YouTube and social media within approximately one month of the campaign’s launch.
The figure represents total views across platforms rather than individual viewers.
Seoul Tourism Organization CEO Kim Byung-min explained the purpose of the international advertising initiative, saying,
“This outdoor advertising campaign at landmarks in major cities around the world, including Times Square in New York, is a valuable opportunity to directly introduce Seoul’s appeal to potential tourists worldwide.”
He further stated,
“We will continue to strengthen Seoul’s brand competitiveness through marketing that combines global K-culture with Seoul’s diverse tourism content, and work to turn interest from people around the world into actual visits to Seoul.”
With Karina, Winter and RIIZE representing the city across major international destinations, the ‘Absolutely in Seoul’ campaign is bringing K-pop and tourism together in an ambitious global promotional effort.
