AMF Holdings joins new alliance to modernize Korea’s global tourism strategy

In a bid to capitalize on the enduring global appetite for Korean soft power, three of the nation’s prominent cultural and commercial entities formalized a partnership Monday, aimed at expanding the country’s international tourism footprint. A memorandum of understanding signed by the Korea Foundation for International Cultural Exchange (KOFICE), amusement park operator Seoul Land, and AMF Holdings, a prominent Korean cultural platform specializing in the fashion, beauty and modeling industries, aims to recast domestic cultural assets as potent drivers of global marketing. The agreement points to a broader shift toward more tightly integrated public-private partnerships, as Seoul seeks to expand the reach of “hallyu,” or the Korean wave, beyond its traditional strongholds in music and television. Under the terms of the agreement, the organizations will pool their resources: KOFICE’s extensive global diplomatic network, Seoul Land’s physical tourism infrastructure and AMF Holdings’ expertise in fashion and model-driven content planning. The collaboration is designed to prod

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