Chungcheongnam-do, SOUTH KOREA – Chungcheongnam-do Province is pulling out all the stops to promote its rich cultural heritage, stunning natural landscapes, and delectable cuisine as it officially kicks off its ‘2025-2026 Visit Chungnam Year’ campaign. A key component of this ambitious initiative is the launch of a new MBN entertainment program titled ‘It’s Okay U’ (괜찮아유), set to premiere on Saturday, May 4th, at 9:30 PM KST.

This engaging variety show promises to immerse viewers in the multifaceted charm of Chungnam, venturing beyond typical tourist trails to explore the authentic essence of the region. The program will weave together narratives centered on travel, local gastronomy, the warmth of its people, and the depth of its cultural traditions. Through the experiences of the cast members as they traverse the province, ‘It’s Okay U’ aims to capture the unique atmosphere, distinctive flavors, heartfelt stories, and the genuine spirit that defines Chungnam.

The highly anticipated first episode will feature a delightful travel rivalry between two prominent Chungnam natives, the acclaimed comedians Choi Yang-rak and Nam Hee-seok. Serving as enthusiastic tour guides to a group of international participants, the duo will showcase some of the province's most compelling attractions. Their itinerary includes the captivating mudflat experience at Muchangpo Beach in Boryeong, where visitors can engage in traditional clam digging and witness the dynamic tidal flats. The episode will also highlight the serene beauty and historical significance of Ganwolam Hermitage in Seosan, a picturesque temple perched on a tiny island, accessible by a causeway during low tide. Furthermore, viewers will be introduced to the unique and flavorful local dish, Gyegeukji, a type of kimchi stew distinct to the Chungcheong region.

Adding star power and personal anecdotes to the ‘Visit Chungnam Year’ promotion, a roster of celebrities hailing from various parts of the province will make appearances throughout the series. These familiar faces include Kim Hak-rae (from Cheonan, known for his comedic talents), Hong Seok-cheon (a Cheongyang native and celebrated restaurateur and entertainer), Yoon Taek (a singer and television personality from Dangjin), Byul (a renowned singer with roots in Seosan), Shin Sung (a popular trot singer from Yesan), and Na Seon-wook (a rising entertainer from Nonsan). Their participation will undoubtedly add a layer of authenticity and personal connection to the stories being shared about their home province.

The ‘2025-2026 Visit Chungnam Year’ initiative underscores Chungcheongnam-do's commitment to becoming a premier tourist destination on the global stage. Declared in the preceding year, this ambitious campaign has set a target of attracting 50 million tourists by the end of 2026. To achieve this goal, the provincial government is actively engaged in a comprehensive strategy encompassing targeted marketing campaigns, the development of new and engaging tourism products, and the enhancement of infrastructure to accommodate a growing influx of visitors.

Chungcheongnam-do boasts a diverse array of attractions that appeal to a wide range of interests. History enthusiasts can explore significant Baekje Dynasty sites, including the UNESCO World Heritage designated Baekje Historic Areas in Gongju and Buyeo. Nature lovers can immerse themselves in the scenic beauty of Taean Coast National Park, known for its pristine beaches, dramatic coastlines, and diverse marine ecosystem, or hike the picturesque trails of Gyeryongsan National Park. Cultural experiences abound, from traditional markets and craft villages to vibrant local festivals that showcase the region's unique customs and artistic expressions.

Furthermore, Chungnam is gaining recognition for its burgeoning agritourism sector, offering visitors opportunities to experience rural life firsthand through farm stays, fruit picking, and culinary experiences centered around fresh, locally sourced ingredients. The province is also strategically developing its marine tourism offerings, leveraging its extensive coastline and numerous islands.

The launch of ‘It’s Okay U’ is a strategic move to leverage the power of popular media to reach a wider audience, both domestically and internationally. By showcasing the authentic charm and diverse appeal of Chungnam through an engaging entertainment format, the province aims to inspire travel and create lasting memories for visitors. The involvement of well-loved personalities and the focus on genuine experiences are expected to resonate strongly with viewers and potential tourists alike.

As Chungcheongnam-do embarks on its ‘Visit Chungnam Year,’ the province is poised to welcome visitors with open arms, offering a compelling blend of history, nature, culture, and warm hospitality. The ‘It’s Okay U’ program serves as an inviting gateway, promising a glimpse into the many treasures that await discovery in this captivating region of South Korea. The success of this initiative is anticipated to not only boost the local economy but also to further elevate Chungcheongnam-do's profile as a must-visit destination for travelers seeking authentic and enriching experiences.