South Korea is doubling down on the global popularity of streaming content, using it as a direct driver for tourism. Following the success of recent Korean shows on global platforms, officials have launched a new campaign designed to turn viewers into visitors by leveraging the reach of Jae-seok’s B&B Rules.
The initiative, titled “Korea Camp,” is a joint effort between the Ministry of Culture, Sports and Tourism and the Korea Tourism Organization. The goal is to transform the growing international fanbase of Korean entertainment into tangible travel demand, marking a shift in how the country promotes itself globally.
From Streaming Success to Travel Campaign
The campaign builds directly on the popularity of Jae-seok’s B&B Rules, which quickly rose to the top of Netflix’s domestic rankings after its release. The show, led by Yoo Jae-suk alongside Lee Kwang-soo, Byeon Woo-seok, and Ji Ye-eun, focuses on a camping-style setting where unexpected guest interactions drive the narrative.
According to officials, this format offers a unique advantage. Unlike scripted dramas, the variety show presents a more grounded and experiential look at Korean culture. That authenticity makes it easier to translate what viewers see on screen into real-life travel experiences.
The Korea Tourism Organization confirmed the initiative in its official announcement, stating that the campaign is designed to “convert the global popularity of Korean content into overseas travel demand.”
Rather than simply promoting destinations, “Korea Camp” focuses on immersive experiences. The campaign follows international travelers from different backgrounds as they explore the country, highlighting how travel in Korea can be both cultural and personal.
Participants engage with a wide range of activities, from food and music to beauty and local traditions. The idea is to showcase Korea not just as a destination, but as an experience that can be shaped by each visitor.
The campaign also includes subtle references to the Netflix show, with visual cues and thematic elements designed to resonate with fans. This approach creates a direct link between what viewers see on screen and what they can experience in real life.
Building on Previous Netflix-Driven Tourism Success
This is not the first time South Korea has used streaming content to promote tourism. Previous campaigns tied to hit shows like Squid Game and All of Us Are Dead generated massive engagement, with officials reporting more than 68 million views across promotional platforms.
However, “Korea Camp” represents a strategic shift. Instead of focusing solely on scripted dramas, the campaign expands into variety programming, which often showcases more everyday aspects of Korean life.
This move reflects a broader understanding of global audiences. While dramas create strong emotional connections, variety shows can offer a more relatable and accessible entry point for potential travelers.
The campaign is set to roll out in phases, starting with a teaser video followed by full-length content distributed globally. These videos will be shared across major platforms, including Netflix and the official VISITKOREA YouTube channel.
In addition to video content, the campaign includes an interactive online event where selected participants can experience the featured activities firsthand. This hybrid approach blends digital engagement with real-world incentives, encouraging viewers to take the next step from watching to traveling.
Officials hope this strategy will not only boost tourism numbers but also strengthen Korea’s global cultural influence.
