The Ministry of Culture, Sports and Tourism (MCST) and the Korea Tourism Organization (KTO) have joined to launch the Challenge Korea campaign. A series of this year’s global promotional videos was released on June 27 through the Imagine Your Korea YouTube channel, and several activities and events are currently ongoing at HiKR Ground in Seoul to celebrate the event.

The promotional videos star actor Lee Jung-jae, who was appointed as the 2023 Korea Tourism Honorary Ambassador. With Lee Jung-jae as a guide, unique and vibrant charms of Korea are highlighted in a series of four episodes: Dance Dance Dance, showing energetic movements in action through diverse activities such as dancing, taekwondo (Korean martial arts), and jultagi (Korean tightrope); Battle of K-food, focusing on the wide variety of K-foods and dining atmosphere; Shooting Star, taking viewers to fun and trendy places perfect for social media feeds; and Hello Future, giving insight to what the future of Korea may behold through futuristic cityscapes and nightscapes. Viewers interested in the filming spots or locations in the videos are encouraged to use VISITKOREA as a guide for further guide and latest updates.

HiKR Ground is currently celebrating Challenge Korea Week until July 2 across all floors. Pop-up stores of many different brands and themes are available, ranging from food to fashion, beauty, and lifestyle. In addition, visitors can take a look at all the global promotional videos that were produced so far at a special exhibition on the 3rd floor. Sweepstake events are also taking place so don’t miss out!

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Challenge Korea Week
Venue: 1-5F, HiKR Ground (Korea Tourism Organization Seoul Office)
Address: 40, Cheonggyecheon-ro, Jung-gu, Seoul (서울특별시 중구 청계천로 40)
Event period: June 27 – July 2, 2023
Website: vr.visitkorea.or.kr