Park Bo-gum turns subway calls and market buzz into Korea’s sound

Park Bo-gum Transforms into Music Director, Weaving Korean Sounds with Danish Musician

Actor Park Bo-gum is stepping away from the camera to embark on a journey to find the sounds of Korea as a music director. Serving as an honorary ambassador for Korea Tourism for the second consecutive year, Park Bo-gum takes on a role that goes beyond being a mere model in the 2026 global tourism campaign, 'Begin to Hear Korea.'

He traveled throughout Korea alongside Danish musician Ki to collect everyday sounds, documenting a journey that culminates in a single musical composition. Moving away from traditional methods that simply showcase landscapes, the video adopts a 'cinematic format' that conveys atmosphere through sounds deeply colored with Korean identity, such as subway announcements, the vibrant noise of traditional markets, and the sound of wind chimes hanging from the eaves of a Hanok.

An Auditory Experience Reflecting the 'Dailycation' Trend

In planning this campaign, the Korea Tourism Organization focused on 'Dailycation,' a travel trend where travelers experience the ordinary daily lives of locals to foster emotional connection. This is the background behind placing the everyday sounds of Korea at the center of the content.

The organization is expanding its distribution channels to include YouTube, OTT platforms, Smart TV, and in-flight entertainment channels used by international travelers to maximize the video's impact. Park Seong-hyeok, President of the Korea Tourism Organization, stated, "This year's campaign is a new attempt to expand from traveling to see Korea to traveling to experience it through sound. We hope people experience the daily life and emotions of Korea through sound, leading to actual trips to Korea."

'Korea Sound Journey' to be Held in October with Sound Talk Sessions

The campaign experience will also extend offline. This coming October, the 'Korea Sound Journey' event will be held around Seoul for approximately 100 foreign tourists. Participants will experience the sounds of Korea through a 'Sound Walk' program, where they directly search for the sounds featured in the video.

Alongside this, a 'Sound Talk' session will be arranged where participants can speak directly with Park Bo-gum about traveling in Korea. Opportunities to participate will be provided by drawing winners from those who answer correctly in the 'Park Bo-gum's Sound Quiz' event held on the 'VISITKOREA' YouTube channel. A teaser video introducing the main characters was released on the 10th, drawing significant anticipation.