The South Korean government has launched a campaign in Japan to attract inbound tourists during Golden Week, the country's largest holiday period.
The Ministry of Culture, Sports and Tourism (MCST) said it will hold a "K-Tourism Roadshow" in Fukuoka, Japan, on Wednesday, rolling out on-site marketing that combines Hallyu performances with experiential events. The event marks the third such roadshow this month, following stops in Osaka on April 9 and Tokyo from April 10 to 12.
Held under the theme "Shall We Go Today? Korea!" the roadshow focuses on promoting Korea's image as an accessible short-haul destination for Japanese travelers. The ministry plans to draw local attention by featuring a performance by singer and actor Hwang Min-hyun and a Korea tourism talk show as its centerpiece.
A promotional pavilion will also operate at the venue under the concept of "Previewing a Trip to Korea in Fukuoka." Local governments including Busan and Jeju, along with airlines and food and beauty companies, are participating to let visitors experience travel products and content firsthand.
Kim Dae-hyun, Second Vice Minister of Culture, Sports and Tourism, will meet the same day with officials from HIS, a major Japanese travel agency, to discuss ways to develop inbound tourism products. He also plans to explain Korea's tourism policies and attraction strategies through interviews with local media.
The ministry views this Golden Week period as a turning point for the recovery of Japanese tourist arrivals. Japan accounts for a large share of Korea's inbound market and has shown a rapid recovery pace, driven mainly by short-haul demand.
"Japan is a core market for inbound tourism to Korea," Vice Minister Kim said. "We will expand products that can guide not only first-time visitors but also repeat visitors toward regional tourism."
