The Korea Tourism Organization (KTO, CEO Park Sung-hyuk) announced that the cumulative view count for the Stray Kids Busan travel video from its inbound tourism campaign “BIAS (Be In Artists’ Scenes),” launched last July in collaboration with JYP Entertainment, has surpassed 10 million views.

“BIAS”: A campaign name inspired by the word “bias,” which refers to a fan’s favorite artist among international K-pop fandoms. It is designed to encourage fans to directly visit the locations featured in scenes where their favorite artists stayed.
In this video, Stray Kids visited Busan—the hometown of member I.N.—exploring prominent tourist destinations such as Songdo Beach, Bupyeong Kkangtong Market, and Gamcheon Culture Village. The members introduced Busan’s diverse culinary delights and local charms through entertaining missions, drawing enthusiastic responses from global fans.

To ensure that the high interest in the video translates into actual visits to Korea and tourism spending, the KTO is collaborating with the global online travel agency KLOOK to promote related travel products. Through the “BIAS Campaign Special Exhibition,” the organization offers experiential products linked to the tourist spots featured in the video, alongside discount benefits, helping foreign fans experience “Busan as experienced by Stray Kids” firsthand.

Comprehensive online and offline marketing targeting global K-pop fans is also actively underway. The KTO’s integrated Korea tourism platform, “VISITKOREA,” introduces the regional attractions visited by the artists in multiple languages, accompanied by promotions across social media channels popular among fandoms. Additionally, promotional videos encouraging fans to visit Busan with Stray Kids are being broadcasted on electronic billboards in major global cities, naturally exposing international fandoms to the campaign.

Campaign promotions were also carried out at concert venues where core fanbases gather. Last August, the KTO operated a BIAS campaign booth at the Stray Kids world tour “RUN IT” concert in Seoul, promoting the Busan tourist spots featured in the campaign to international fans visiting the venue.

Baek Man-sung, Head of the Hallyu Content Team at the KTO, stated, “Among the foreign fans we met at the concert venue, we actually encountered fans who traveled to Busan after watching the campaign video. Moving forward, we will expand our collaborations with K-pop artists to promote the charm of local travel in a friendly and entertaining way, encouraging fans to explore various regions across Korea.”

[Copyright (c) Global Economic Times. All Rights Reserved.]