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The Korea Tourism Organization’s global ad “Escape to Korea – Better Run,” inspired by Netflix’s Squid Game, has been selected by Netflix as one of its top collaboration cases of 2025. / Source: Korea Tourism Organization

A promotional video by the Korea Tourism Organization (KTO) has been named one of Netflix’s top collaboration cases of the year, with global views approaching 30 million.

KTO announced on September 4 that its global ad “Escape to Korea – Better Run,” released in July and inspired by the hit Netflix series Squid Game, was recognized as a successful partnership at Netflix’s Behind the Streams 2025 event. The video has already garnered 27.1 million views worldwide.

The project marked the first-ever collaboration between Netflix and a public-sector organization. It included campaign planning, targeted advertising to Netflix users, and interactive consumer events.

Following the success of the Better Run video, KTO and Netflix also launched a second installment in August, themed after the series All of Us Are Dead under the title Better Together, which has also received strong reviews.

Netflix said the campaign “expanded the passion of K-content fans into visits to Korea, translating content consumption into growing interest in the country and its culture.”

Han Yeo-ok, head of KTO’s Brand Content Team, said: “Working as one team with Netflix, we were able to launch an ad that captured global attention. We will continue to pursue innovative tourism marketing that combines K-content with Korea’s appeal as a travel destination.”