In examining the distinctive characteristics of Korea including its people, culture, history, environment, products and services, as well as its national policy, consumer needs and trends, and the status of competing countries, four core values were identified: Diverse, Vibrant, Creative, and Intriguing.
Through these core values, the brand identity of ‘Creative Motivation’ was established.
Refresh your perspective on life and awaken your senses through the surprising experiences
that can be found only in Korea.
-
Diverse
Korea. Full of diverse and harmonious pleasures -
VIBRANT
Korea. Where endless energy and vitality abound -
CREATIVE
Korea. Constantly creatingnew values -
INTRIGUING
Korea. A country that attracts and ignites the interest of the world
CREATIVE MOTIVATION
Creative stimulus that enhances one’s senses and provides perspective
The brand slogan ‘Imagine your Korea’ expresses the brand identity, Creative Motivation,
in a way that stimulates tourists to travel to Korea through Korea’s creative culture.
Korea is full of cultural heritage sites, vibrant shopping districts and various cultural content that will satisfy all types of visitors from around the world. Imagine your Korea, and experience the surprises that await you in a place that exceeds expectations.
Korea. Where scenes from movies and soap operas come to life, Korea. A place that turns everyday life into something extraordinary. Korea. Full of endless forms of entertainment, from its various cultural heritage sites to the bustling shopping district of Myeongdong.
Korea. A country that is transforming into an attractive tourist destination for an increasing number of Free Independent Travelers. Korea. Filled with leading cultural content that customers can participate in and experience for themselves. Korea. The tourist destination which satisfies the constantly diversifying needs of tourists.
The brand platform summarizes the components that make up a brand.
By communicating the brand for Korea tourism through five categories of K-Food, K-Wave, K-Spirit,
K-Place and K-Style, visitors have more reasons to believe in the brand, Imagine your Korea.
COMMUNICATION MESSAGE
With unique and interesting experiences to be found wherever you go,
all visitors to Korea will receive an experience above and beyond their expectations.
WHY TOURISTS LOVE KOREA
Reasons To Believe
- K-Food
Unique recipes made with diverse seasonal ingredients and unconventional cooking methods - K-Wave
Content that is unique to Korea [K-pop, K-drama, K-movie] - K-Spirit
Infinite creativity and passion that defines Korea and Koreans - K-Place
Fresh, unique tourist sites that seamlessly combine the tradition with modernity - K-Style
Elegant and sophisticated lifestyle that captivates the heart of trend hunters everywhere
