• Themed ‘Soulful Seoul Night’, the roadshow is the first ever held in Malaysia since the start of the pandemic.
• Event highlights Seoul’s appeal as a global city with programs scheduled around the Seoul Travel Mart, the introduction of new tourism infrastructure, a performance from the dance group, HOOK, and more
• Features launch of Seoul’s tourism products sales online under a joint marketing campaign between Seoul Tourism Organization with global OTA platform, Klook, themed, ‘Finding Your Soul in Seoul’.

Kuala Lumpur, 5 August 2022 – The Seoul Metropolitan Government and Seoul Tourism Organization (STO) today held a Seoul tourism roadshow in Kuala Lumpur, themed ‘Soulful Seoul Night’. It is the first roadshow held in Malaysia since the start of the pandemic.

The ‘Soulful Seoul Night’ featured a program packed with interesting and exciting activities, including the Seoul Travel Mart, which is a business matching event for Korean sellers and local buyers; the introduction of Seoul’s tourism infrastructure as well as a K-pop performance by HOOK, a popular dance group that had appeared on the famous Korean TV show, Street Woman Fighter.

According to STO, Southeast Asian countries contribute to strong inbound tourism for South Korea. The number of Southeast Asian tourists visiting South Korea increased by about 60 percent over a five- year period (2015 – 2019) before the pandemic. Southeast Asian countries also topped the list of countries surveyed in 2021 that were shown to have the greatest number of potential tourists planning to visit South Korea. Among them, Malaysia showed a continuous growth trend in the number of inbound tourists to South Korea, steadily ranking within the top 10 prior to the pandemic. The dominance of group tours and a high level of interest in K-beauty, K-fashion, and K-pop make Malaysia an attractive target for STO to promote Seoul.

Global Marketing Team Director of the Seoul Tourism Organization, Haeyjin Lee, said, “In order to revitalize the tourism industry in the post-pandemic era, the distribution channels for Seoul tourism products should be restored as quickly as possible. Through the Soulful Seoul Night campaign, we will promote Seoul’s attractive tourism content to representatives from the Malaysian tourism industry and work to reinvigorate tourism business between Malaysia and Seoul, to proactively meet the global tourism demand, starting with Southeast Asia.”

The ‘Soulful Seoul Night’ event introduced the concept of having “Little Seoul” come to life in Kuala Lumpur, where a unique venue created through an urban regeneration project, will be used to reproduce the area of Seongsu-dong, a hip place for the Gen MZ crowd in Seoul.

The event kicked off with the Seoul Travel Mart, where ten Korean tourism companies met with local buyers to discuss business opportunities on how to revitalize their business in a post-pandemic era, and to promote a variety of Seoul’s tourism products. The participating Seoul partners were from travel agencies (DOJC Korea, FNF Korea, Jack World), hotels (Lotte Hotels & Resorts, Nine Tree, Sofitel Ambassador Seoul), the entertainment industry (Nature Labs, Modern Han, Seven Luck Casino), and the transportation industry (Premium Pass International).

In addition to the B2B-focused Seoul Travel Mart, STO will also organise a consumer activity in August themed ‘Finding Your Soul in Seoul’, which is a joint-marketing campaign with the global Online Travel Agency (OTA) platform, Klook. Users can access Klook Malaysia’s webpage to get a full overview of the Seoul campaign promotion banners and Seoul tourism products, as well as get the chance to make online reservations. In addition to online banners, campaign promotions will be carried out via Klook’s social media channels and newsletters, and more.

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