Expanding horizons of K-culture through live performances

The Korea Tourism Organization (KTO) is spearheading a promotional push called "Korea In Motion" to showcase domestic stage performances as a top draw for international tourists. This initiative, running until November 30th, is a collaborative effort between the KTO, the Ministry of Culture, Sports and Tourism, and the Korea Performing Arts and Tourism Association.

The goal of "Korea In Motion" is to broaden Korea's tourism appeal beyond the usual attractions of shopping and historic landmarks. To achieve this, the KTO is leveraging live theater, smart translation technology, and interactive audience experiences.

Throughout the campaign duration, the KTO is teaming up with major online travel agencies in key markets such as China, Japan, Taiwan, Hong Kong, Singapore, and the United States. These partnerships will enable the KTO to offer customized showcase packages.

The lineup of performances emphasizes nonverbal productions that transcend language barriers. These include rhythm, sound, and movement-based pieces that captivate audiences regardless of their native tongue. For plays and musicals with a narrative focus, the campaign also offers AI-powered smart subtitle glasses. These glasses assist overseas visitors in following intricate storylines, ensuring they don't miss a single detail.