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Love Korea 2026. / Provided by the Korea Tourism Organization

An event was held in Thailand to convert the popularity of K-culture into tourism to South Korea.

The Ministry of Culture, Sports and Tourism and the Korea Tourism Organization announced that they held the Korean culture and tourism festival "Love Korea 2026" at CentralWorld in Bangkok from the 21st to the 23rd.

The event drew 70,000 visitors. Various zones were set up, including a K-food zone in collaboration with Samyang Foods, K-beauty and wellness zones, a Hangul calligraphy experience zone, and a rest area themed after Hangang Park. The K-travel zone showcased unique travel packages such as the Jeju Citrus Marathon, run trips, and pet-friendly trips. It also introduced inbound tourism content centered on emerging industries, allowing visitors to experience high-tech sectors and future technologies such as motor studios and smart farms. At the travel mart, 142 domestic and international organizations participated, conducting about 7,000 business consultations. The KTO noted that sales are expected to reach approximately 2.1 billion won.

The KTO announced plans to collaborate with Klook to develop about 30 travel packages, such as "Yorch's Korea Trip," connecting commercial filming locations using Gimhae and Daegu airports as hubs, while running joint promotions with 50 creators. The initiative aims to turn interest in traveling to South Korea into actual visits. Earlier, the KTO built a foundation for cooperation through on-site sales efforts in Thailand by President Park Sung-hyuk last month. The organization devised plans to develop new inbound travel products with local travel agency Quality Express, and signed business agreements with financial platforms including Krungthai Card and TrueMoney to stimulate spending by visitors in South Korea and enhance payment convenience.

Meanwhile, at the opening ceremony on the 21st, the KTO unveiled a Korea tourism promotional teaser video featuring Yorch, a popular Thai actor and K-pop idol. The video was produced in a short-form drama format, capturing the charm of traveling in South Korea through Thailand's unique friendly and lively sensibility. Actor Lee Chae-min, who gained recognition through dramas such as "The Tyrant's Chef," also introduced various South Korean attractions, including hiking and gastronomic tours.

                                                                                                          Lee Jang-won