South Korea’s ‘Squid Game’ Experience: A Unique Tourism Event in Seoul Draws Global Audience

The South Korean Ministry of Culture, Sports, and Tourism, in partnership with the Korea Tourism Organization (KTO), organised an experiential tourism event called “A Special Travel Day with Squid Game” in an audacious attempt to capture the attention of the world. 82 international participants participated in an exciting series of themed activities inspired by the global Netflix phenomenon, Squid Game, at this unique event, which took place on a Thursday at Gwanghwamun Square in the centre of Seoul.

A New Approach to Tourism Promotion

The event was strategically designed to build on the success of the “Escape to Korea — BETTER RUN” campaign, a tourism initiative by the Korea Tourism Organization that draws inspiration from Squid Game. This campaign, which was designed to entice international tourists, received immense praise from global audiences after its release. By aligning with the global popularity of Squid Game, the campaign aimed to attract more visitors to South Korea by showcasing the country’s vibrant culture, heritage, and modern-day attractions.

The promotional video, central to this campaign, portrays a character who, after receiving an “Imagine Your Korea” invitation, transforms into player number 82, a playful nod to South Korea’s international dialling code. The video’s success — with over 370 million views globally since its debut on July 3 — signalled a strong interest in Korean tourism, sparking a wave of curiosity about what the country has to offer.

82 Global Participants Join the Adventure

The event, held in Gwanghwamun Square, attracted participants from 33 countries, who had previously applied to join the unique event. Out of over 4,000 applicants, only 82 lucky individuals were selected to be part of the action-packed experience. The participants, wearing the now-iconic Squid Game-styled tracksuits, were guided through a series of challenges by “pink guards”, mimicking the infamous figures from the show.

The event provided participants with the opportunity to explore central Seoul, stopping at various iconic locations such as the Han River and Hiker Ground. These locations offered participants a perfect blend of cultural immersion and modern-day Korean life, making the event both an adventure and an educational experience.

Cultural Immersion Alongside the Games

While the Squid Game themes set the stage for a thrilling day, the event’s creators were careful to incorporate rich cultural experiences that provided participants with a glimpse into the heart of Korean daily life. One of the highlights of the day was a traditional Korean dining experience. Participants were given the chance to make instant noodles by the scenic Han River, a small yet unforgettable activity that added a personal touch to their exploration of Korea.

Moreover, in keeping with Korea’s pop culture wave, K-pop dance sessions were also included as part of the day’s activities. These sessions provided participants with a chance to learn a few moves from the global phenomenon that is K-pop, which continues to shape the world’s music landscape. These experiences went beyond just offering entertainment; they allowed participants to connect with the spirit of Korean culture in a unique and memorable way.

A Life-Changing Experience

The event’s global participants shared their excitement and admiration for the country as they explored the culture and landmarks that they had previously only seen on screens. One of the participants, Christina from the United States, expressed her delight in discovering Korea through the Imagine Your Korea YouTube channel, which she credits as the source of her initial interest in Korean tourism. Having experienced the country firsthand, Christina reflected on how South Korea had exceeded her expectations and noted her strong desire to return in the future.

This sentiment was shared by many others, as they were able to immerse themselves in Korean culture, interact with locals, and experience the country’s beauty up close, making memories that would last a lifetime.

“Escape to Korea” Campaign: A Lasting Impact

According to a representative from the Korea Tourism Organization, the overarching message of the “Escape to Korea” campaign is to provide an open invitation for the world to explore South Korea. The event in Seoul, inspired by Squid Game, was designed to capitalise on the global reach of the show while offering tourists an opportunity to experience the country beyond its popular entertainment exports.

By tapping into the international excitement generated by Squid Game, South Korea’s tourism bodies hope to convert the widespread interest into tangible visits. The “Escape to Korea” campaign represents a perfect blend of entertainment and tourism marketing, with the goal of creating a sustainable promotional cycle for the country. The six campaign videos, which feature scenes from Squid Game paired with picturesque locations in South Korea, have garnered an impressive 370 million views worldwide, further highlighting the campaign’s success.

Future of Tourism in South Korea

This creative method of promoting travel highlights how pop culture shapes international travel trends. The KTO hopes to keep using international entertainment successes to attract tourists to South Korea, as demonstrated by the success of the event and campaign inspired by Squid Game. South Korea’s combination of cultural immersion, state-of-the-art entertainment, and diverse landscapes makes a strong case for foreign tourists as the world searches more and more for unusual and captivating travel experiences.

South Korea has effectively improved its standing as a must-visit location for tourists from all over the world by tying tourism to the worldwide cultural phenomenon of Squid Game. With more occasions like these coming up, the nation is well-positioned to solidify its place on the world travel map.

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