#United States #New York #Amorepacific #Korean Beauty #KTO

An Exciting Collaboration for Cultural Exploration

The Korea Tourism Organization (KTO), through its New York Office, is set to elevate the experience of exploring Korean culture with the introduction of exciting new elements to its ongoing "Korea Now: All You Imagine" campaign. By partnering with Amorepacific, a powerhouse in the realm of K-Beauty, KTO is merging the vibrant worlds of travel and beauty, creating a pathway for audiences in North America to experience the essence of Korea.

This collaboration aims to highlight Amorepacific’s celebrated brands, including LANEIGE, Innisfree, Sulwhasoo, AESTURA, and Hanyul. Together, these brands offer a glimpse into Korea’s unique artistic traditions and innovative beauty practices. With a focus on skincare rituals and immersive travel experiences, the campaign is bound to enchant anyone interested in discovering what makes Korea a captivating destination.

Personalized Travel Experiences through Technology

Building on their previous successes, including an AI-powered Ad-Tech campaign, KTO aims to create personalized travel recommendations rooted in four intriguing cultural themes. These themes revolve around local customs and trending K-beauty practices that define the Korean experience. This thoughtful approach ensures that potential travelers have unique experiences tailored to their preferences, making their journey to Korea unforgettable.

As part of this invigorating campaign, KTO is introducing the Korea Now Trip Planner Sweepstakes. Participants who complete a simple online survey will enter for a chance to win two round-trip tickets to Korea, where they can indulge in specially curated K-Beauty experiences featuring Amorepacific brands. Imagine luxurious skincare treatments from Sulwhasoo or natural formulas inspired by Jeju Island from Innisfree—the partnership will showcase the breadth of Korean beauty culture, tailored for visitors eager to engage with it.

Bringing Seoul to the Heart of New York

To sprinkle more excitement into the campaign, Amorepacific will host an exhilarating event named "Seoul in the City," set to happen on October 24-25, 2025, at a pop-up venue located at 45 West 25th Street, in collaboration with Sephora. This two-day event will spotlight brands like Laneige, Innisfree, Aestura, and Hanyul, allowing guests to enjoy immersive experiences that capture the very essence of Seoul’s vibrant beauty culture. Attendees will have the opportunity to shop for exclusive product launches, engage with interactive stations representing Korean culture, and can visit the KTO booth to enter the Trip Planner Sweepstakes, along with receiving exclusive merchandise.

A Promising Future for Travel and Beauty

The collaboration between KTO and Amorepacific is more than just marketing; it’s a celebration of two of Korea’s most influential cultural exports. The partnership is expected to invite a broader audience to explore and connect culturally through the uniquely Korean experience of beauty and travel.

As stated by Heejin Cho, the executive director of the KTO New York Office, "By bridging the gap between beauty and travel, we hope to inspire audiences to encounter the creativity, care, and cultural richness that Korea has to offer, be it in New York or when they set foot in Korea itself." This sentiment is mirrored in the campaign's themes, which invite discovery and indulgence wrapped in the allure of Korean tradition and innovation.

Travelers wishing to explore this partnership and learn how to participate in the sweepstakes can visit https://koreanow.us.

About the Korea Tourism Organization

The Korea Tourism Organization (KTO) operates under the Ministry of Culture, Sports and Tourism of the Republic of Korea, with a mission to promote Korea as a year-round travel destination. By highlighting its rich history, diverse culture, exquisite cuisine, and warm hospitality, KTO aims to draw visitors from around the globe to experience all that Korea has to offer.

This campaign not only illuminates Korea’s tourism potential but also sets a precedent for future marketing collaborations that celebrate culture, creativity, and connection.