SEOUL — What if experiencing Korea were about more than taking photos?
Actor Park Bo-gum recently helped international travelers discover Seoul through an unusual travel experience centered not on what they could see, but on what they could hear.
Around 100 foreign visitors and global influencers from more than 20 countries joined the “Korea Sound Journey” at Changgyeonggung Palace and nearby Hwigyeomjae on October 2. The event was organized by the Ministry of Culture, Sports and Tourism and the Korea Tourism Organization as part of a broader push to introduce a more immersive form of Korean tourism.
The participants were selected from more than 2,300 applicants, with travelers from countries including the United States, China, Japan and Thailand taking part.
Park Bo-gum Takes Korea Tourism Beyond Sightseeing
Park, who is serving his second consecutive year as Korea’s honorary tourism ambassador, has become a central figure in the country’s latest tourism campaign, “Begin to Hear Korea.”
Released in July, the campaign features Park traveling around Korea with Danish musician Ki, exploring the sounds of everyday Korean life — from public transportation and traditional markets to the gentle sounds surrounding hanok architecture.
The new event brought that concept into the real world.
Instead of simply touring Changgyeonggung Palace, participants joined guided sound-walking sessions, using directional field recorders to capture subtle sounds around the historic site.
Footsteps on gravel, moving air and rustling leaves became part of the travel experience, encouraging visitors to slow down and notice details that can easily disappear during a conventional sightseeing trip.
From Palace Sounds to a Meeting With Park Bo-gum
The experience continued at Hwigyeomjae, a traditional Korean house near the palace.
Participants listened back to the sounds they had recorded and took part in interactive activities, including sound quizzes and games. Park also joined the visitors, sharing behind-the-scenes stories from his work on Korea’s global tourism campaign.
For international visitors, the event offered something different from the typical Seoul itinerary: an opportunity to experience Korean heritage through atmosphere and sound rather than simply through photographs.
Korea Wants Tourists to Hear, Feel and Remember the Country
The Korea Sound Journey reflects a broader change in how South Korea is promoting itself as a travel destination.
Rather than relying exclusively on famous landmarks and photo opportunities, tourism officials are increasingly exploring experiences that encourage visitors to engage with Korea through multiple senses.
The Korea Tourism Organization said the goal is to move beyond conventional sightseeing and give international travelers experiences that allow them to feel, hear and remember everyday Korea.
The strategy also fits the growing popularity of more immersive forms of travel, in which visitors seek memorable experiences rather than simply checking landmarks off a list.
With Park Bo-gum helping lead the campaign, Korea is now turning one of its most familiar tourism messages into something more intimate: instead of simply showing the world what Korea looks like, it is inviting travelers to listen.
And that could be the unexpected idea that makes Korea’s next generation of tourism campaigns stand out.
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