Fri, Jul 01, 2022, 11:25 KST (UTC+9)  Seoul  Korea

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Son Heung-min asks: This is my Korea, what’s yours?

  • Date10/18/2021
  • Hit10076

With the return to long-haul travel just around the corner, the Korea Tourism Organisation has launched an inspiring new advertising campaign featuring Premiere League football player and KTO ambassador Son Heung-min.

The video, released today (18th October 2021) on YouTube, shows Son introducing his home country of South Korea to fans around the world in English for the first time.

Based on Son’s lucky number 7 shirt – which he wears when playing for either Tottenham Hotspurs or the South Korean national team – KTO worked with the player to pick 7 words that describe both his own personality, and the unique charms of Korea. The words are Passionate, Fast, Creative, Smart, Fun, Loveable and Spectacular.

At the end of the video, Son’s voiceover announces the campaign slogan: “This is my Korea. What’s yours?”

To encourage fans to interact with the campaign, KTO has launched a global giveaway event. Anyone who comments on the official video on YouTube before 7th November 2021 can enter here for the chance to win exciting prizes including a Tottenham Hotspurs shirt signed by Son himself, a non-signed Tottenham shirt, a set of BT21 soft toys (inspired by the BT21 characters that appear in the ‘loveable’ section of the video), and an exclusive KTO music box that plays the song Spring Day.

The video will also be shared via Son Heung-min’s personal social media channels (Instagram @hm_son7 and Facebook @HeungMinSonOfficial), and will be followed by two more exclusive pieces of content, an interview with the player and a “making-of” video. Fans will be introduced to Sonny’s recommended tourist attractions in more detail via a page on the global VisitKorea website, which will also host a giveaway of 3 signed Tottenham shirts and 100 Amazon gift cards.

Finally, to reach the offline audience whose presence is returning to normal levels after the lifting of lockdown restrictions, Son Heung-min will appear on London buses for 5 weeks starting today. The buses will cover several routes in and around central London, and you might even see the advertisement going past the Tottenham stadium in White Hart Lane.

See if you can spot one – we hope it encourages you to discover YOUR Korea.

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For more information, please contact:
Ruby James, Marketing Coordinator
(+44) (0) 207 321 2535 (ext. 201)

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