ZEROBASEONE member Matthew Seok shops in Seoul’s hip Seongsu-dong neighborhood as part of the Seoul Tourism Organization’s “Met U in Seoul” campaign video. Courtesy of Seoul Tourism Organization
Seoul’s vibrant energy and modern idol culture are proving to be an irresistible combination, drawing global K-Pop fans into real-world engagement. The city’s municipal tourism agency recently leveraged the immense popularity of ZEROBASEONE’s Matthew Seok, and the payoff has been nothing short of spectacular, translating into tens of millions of views and massive international interest.
Campaign Success: ZEROBASEONE’s Matthew Drives Global Engagement
The Seoul Tourism Organization announced that its digital campaign, “Met U in Seoul,” starring K-Pop sensation Matthew Seok, soared past 40 million cumulative views across its official Visit Seoul social media platforms in just over two weeks. This incredible viewership highlights the power of connecting global K-Pop fandom directly to Seoul tourism, showcasing a direct translation of online enthusiasm into measurable impact.
Beyond just views, the extensive rollout—which included captivating teaser clips, main promotional videos, engaging social media challenges, and exclusive behind-the-scenes interviews—generated approximately 980,000 post interactions. The campaign, distributed in four languages across 12 distinct social channels, also attracted an impressive 95,000 new social media followers. These new followers are considered prime prospective travelers, ensuring continued engagement with Seoul’s promotional updates.
Exploring Seoul with Matthew Seok: The “Met U in Seoul” Itinerary
The 12-part video series, “Met U in Seoul,” was meticulously crafted to offer international audiences a glimpse into Seoul-style hospitality. Fans followed Seok Matthew as he explored a curated blend of the capital’s iconic landmarks and trendy hotspots. From the bustling fashion hub of Seongsu-dong and the scenic waterfronts of Jamwon Hangang Park to the charming traditional stone-walled alleyways of Seosulla Street, the campaign vividly showcased diverse facets of Seoul through the authentic experiences of a beloved idol.
Strategic Marketing & Future Plans
Further underscoring its global appeal, an accompanying social media contest drew 5,661 participants from English, Japanese, traditional Chinese, and simplified Chinese platforms, achieving a highly competitive entry ratio of roughly 82 to 1. This strategic outreach underscores Seoul’s deliberate post-pandemic shift from generic broadcast marketing to a hyper-targeted, platform-specific content approach. By tailoring media to specific international demographics rather than releasing identical material worldwide, Visit Seoul has successfully cultivated a combined digital audience of approximately 3 million followers.
Capitalizing on this phenomenal momentum, the Seoul Tourism Organization has ambitious plans to expand its targeted digital marketing throughout the latter half of the year. The focus will intensify on Chinese- and Japanese-speaking traveler markets, alongside an increase in promotional content highlighting the city’s vibrant nightlife and evening culture.
Connecting Fandom to Foot Traffic
Won Jong, head of the agency’s International Tourism and MICE Division, eloquently summarized the campaign’s impact: “Through this campaign, we connected the global K-pop fandom directly to Seoul tourism, further expanding Visit Seoul’s international reach. We will continue executing strategic digital marketing tailored to key markets so that growing online interest leads to actual visits.” This article provides an exciting look at how K-pop idols like ZEROBASEONE’s Matthew Seok are becoming powerful ambassadors for Seoul, turning online buzz into real-world exploration and driving genuine interest in the city.
