It has been a while since hanbok looked this natural in the middle of Seoul. The traditional garment blends into the urban backdrop without friction. The fantasy framing of immortals turns what could feel foreign into something that reads as seamless. aespa's own world-building sensibility meets tradition, and the pairing works.
The campaign consists of nine episodes rolling out sequentially on Visit Seoul's channels. From October, it will be displayed on Times Square billboards in New York and broadcast via CNN in 133 countries. With global-scale exposure locked in, the campaign is set to embed Seoul's image abroad. The worldwide reach of aespa and RIIZE's fanbases amplifies the spread.
The Seoul Syndrome keyword goes beyond simple destination promotion. It touches on the emotional pull of a city you want to return to, a place whose daily rhythms linger in memory. Karina and Winter moving through Seoul as immortals translate that longing into visual fantasy. Have you ever left Seoul and found yourself thinking about it long after?
FAQ
When were Karina and Winter appointed as Seoul tourism ambassadors?
They were appointed as honorary tourism ambassadors for Seoul in 2026. On September 23, the Seoul Metropolitan Government and Seoul Tourism Foundation launched the global campaign 'Seoul Syndrome,' announcing aespa's Karina and Winter, along with RIIZE, as ambassadors. The campaign will air across 133 countries via Times Square in New York and CNN starting in October.
What's the concept behind the Seoul Syndrome campaign?
The concept captures the longing to return to Seoul, where memories of everyday moments linger even after you've left. In the campaign video, Karina and Winter appear as modern-day goddesses in hanbok, wandering through Seoul's culinary scene, beauty culture, and night views. Nine videos will be released sequentially on the Visit Seoul channel.
Where can I watch the Seoul Syndrome campaign?
All nine episodes will be released sequentially on the official Visit Seoul channel. Starting in October, it will be broadcast on the Times Square billboard in New York and aired across 133 countries via CNN. With aespa and RIIZE featured, the campaign is expected to reach a massive global fandom.
