Accompanied by outdoor showcases, pop-ups, and AI smart subtitle glasses experiences.
The Ministry of Culture, Sports and Tourism and the Korea Tourism Organization (KTO), in collaboration with the Korea Performing Arts Tourism Association, are launching the "Korea In Motion" campaign from the 16th of this month through November 30th to boost performing arts tourism for foreign visitors. This campaign was designed to introduce "performances" as a premier tourism product to be enjoyed during a trip to Korea.

During the campaign period, online travel agencies (OTAs) will host dedicated performing arts promotions targeting major inbound tourism markets, including China, Japan, Taiwan, the United States, Hong Kong, and Singapore. The promotional lineup includes non-verbal performances that convey stories through physical movement, sound, and music without dialogue, as well as dialogue-driven shows that international audiences can easily enjoy using AI smart subtitle glasses.

For the first time, KTO is partnering with performance companies to introduce special interactive experiences for audience members. Following the show "Painters," visitors can participate in a marbling art workshop taught by the cast to create their own keepsakes. The "NANTA" performance offers a chance to craft souvenir stage props, while programs like "JUMP" feature Taekwondo experiences, and "Yeongjae Haneumhoe" provides traditional Korean musical instrument experiences.

On October 17–18 and 24–25, outdoor showcase highlights from participating campaign productions, such as "Anarchist" and "Finding Kim Jong-wook," will take place at the outdoor courtyard of KTO's HiKR GROUND located in Jung-gu, Seoul. Additionally, pop-up booths will operate through the 29th at HiKR GROUND and the Daehangno district, hosting diverse on-site promotions including performance information guides, OTA promotion-linked events, and AI smart subtitle glasses demonstrations.

Baek Man-sung, Head of the Hallyu Contents Team, stated, "We prepared this campaign to improve the reception infrastructure so foreign tourists can enjoy Korean performances without language barriers, and to comprehensively promote viewing-linked experiential products." He added, "We will strengthen our promotional marketing so that Korean performances go beyond being a charming tourist stopover, becoming a primary reason and purpose for visiting Korea in their own right."

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