Korea Tourism Organization Launches Korea Now Campaign with Amorepacific for Immersive Travel and Beauty Experiences

The Korea Tourism Organization (KTO) New York Office is amplifying its 2025 “Korea Now: All You Imagine” campaign through a dynamic new collaboration with Amorepacific, the internationally acclaimed K-Beauty powerhouse. The partnership seamlessly fuses travel and beauty, offering North American audiences an immersive gateway to Korea’s culture, from its rich skincare traditions to extraordinary travel experiences.

This collaboration follows the success of KTO’s AI-driven Ad-Tech campaign, which curates personalized Korean travel experiences across four cultural themes. By integrating Amorepacific’s five flagship brands—Laneige, Sulwhasoo, Aestura, Innisfree, and Hanyul—the initiative showcases Korea’s creativity, innovation, and long-standing beauty heritage. Each brand highlights a unique aspect of Korean artistry, reinforcing the campaign’s vision of Korea as a destination “all you imagine.”

Central to the collaboration is the Korea Now Trip Planner Sweepstakes. Participants can enter by completing a short online survey, earning a chance to win two round-trip tickets to Korea. Winners will have the opportunity to explore specially curated K-Beauty experiences through Amorepacific’s renowned brands. From Sulwhasoo’s premium herbal skincare to Innisfree’s natural, Jeju-inspired formulations, the initiative highlights the diversity and global influence of Korean beauty.

Adding further allure, Amorepacific is bringing a taste of Seoul to New York with its inaugural multi-brand pop-up event, “Seoul in the City,” held in partnership with Sephora on October 24–25, 2025, at 45 West 25th Street. The immersive two-day experience will feature Laneige, Innisfree, Aestura, and Hanyul, offering interactive brand activations inspired by Seoul’s vibrant energy. Visitors can shop exclusive product launches, explore hands-on stations, and engage with the KTO booth, where they can enter the Korea Now Trip Planner Sweepstakes online and receive exclusive merchandise.

The partnership underscores a growing trend of integrating cultural tourism with lifestyle experiences, positioning Korea not just as a travel destination but as a hub of innovation, beauty, and immersive cultural storytelling. Through this campaign, KTO and Amorepacific aim to inspire travelers to explore Korea’s cities, landscapes, and heritage while engaging with its globally celebrated beauty rituals.

By combining AI-powered personalization with experiential marketing, the campaign offers a multi-sensory journey that captures the imagination of visitors before they even set foot in Korea. From the bustling streets of Seoul to serene natural escapes, and from traditional skincare practices to cutting-edge cosmetic innovations, the initiative presents Korea as a destination of limitless possibilities.

This collaboration marks a milestone in cross-industry partnerships, creating a seamless connection between travel, lifestyle, and beauty. It demonstrates how cultural experiences can be enriched through strategic brand alliances, offering audiences both tangible rewards and meaningful engagement with Korea’s unique heritage. The campaign encourages travelers to envision their journey, blending the allure of exploration with the indulgence of Korea’s beauty traditions, making the country truly a place “all you imagine.”

“Through this partnership, we are bridging two of Korea’s most influential cultural exports — beauty and travel,” said Heejin Cho, executive director of the KTO New York Office. “K-Beauty has become a global phenomenon, and by partnering with Amorepacific, we are inviting audiences to experience the creativity, care, and inspiration that define Korean culture, both in New York and in Korea.”

Through this innovative partnership, the Korea Tourism Organization and Amorepacific are redefining the way travelers experience Korea, blending cultural exploration with the allure of K-Beauty. By offering personalized travel journeys, immersive events, and exclusive opportunities, the campaign inspires audiences to discover Korea’s rich heritage, modern innovations, and unforgettable experiences. As Korea continues to captivate global travelers, this initiative reinforces its position as a destination where imagination meets reality, inviting visitors to explore, indulge, and create memories that last a lifetime.

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