South Korea has appointed K-pop girl group NewJeans as the country’s latest honorary ambassadors as part of its tourism drive, riding on the enduring Korean wave that has drawn many tourists to its shores.
Band member Minji told the press that her group finds “great joy” to be able to promote South Korean charms.
Culture minister Yoo In-chon said that with NewJeans as tourism ambassadors, international arrivals will soar further. Currently, tourist arrivals are close to 90 per cent of 2019 levels.
Like other honorary ambassadors before, NewJeans will not bear actual diplomatic responsibilities. Band members will leverage their reach and recommend their favourite things to do in South Korea.
Past honorary ambassadors for tourism include BTS. Last year, singer/actor Cha Eun-woo was appointed as the honorary ambassador for Visit Korea Year 2023-2024.
