The Korea Times
Seeking to convert digital obsession into tourism revenues, Seoul is pivoting away from traditional landmark marketing to target the specialized world of K-pop fandom. The Seoul Tourism Organization (STO) said Tuesday that its three-day exhibition at KCON Japan 2026 — the world’s largest festival dedicated to Korean pop culture — drew approximately 4,700 visitors. The success of the mission, held Friday to Sunday at the Makuhari Messe in Chiba, reflects a strategic shift in how Korea’s capital markets itself to its neighbors: moving away from static sightseeing and toward the hyperpersonalized "fandom marketing" preferred by Japan’s Gen Z. Rather than highlighting traditional palaces or shopping districts, the city’s promotional booth, themed “PICK YOUR SEOUL,” prioritized interactive experiences. The centerpiece was a digital "playlist" zone where fans used near-field communication technology to pair images of Seoul landmarks with their favorite K-pop tracks, creating custom DIY keychains. This fusion of digital utility and physical souvenir is a direct play for a demo
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