Absolutely in Seoul: Karina and Winter of aespa Bring Seoul’s Magic to the World
Trans to Find – Absolutely in Seoul has become a new representation of how a city can connect with people through culture, lifestyle, and unforgettable experiences. Launched by the Seoul Metropolitan Government and Seoul Tourism Organization (STO), the global campaign starting on September 23, 2026, invites international audiences to discover Seoul beyond its famous K-pop image. Through the participation of aespa’s Karina and Winter, along with RIIZE, the campaign presents Seoul as a city filled with creativity, emotions, and everyday moments that feel special. Moreover, the concept highlights how simple experiences, such as enjoying food, exploring streets, visiting cafés, and watching the city lights, can create lasting memories. Therefore, Seoul is introduced not only as a travel destination but also as a lifestyle inspiration for people around the world.
The Seoul Syndrome Concept Captures Emotional Connections With the City
One of the most interesting elements of Absolutely in Seoul is the idea of “Seoul Syndrome.” This concept describes the feeling of attachment that visitors experience after spending time in Seoul. It represents the desire to return because of the atmosphere, culture, and small moments that feel meaningful. Furthermore, the idea moves beyond traditional tourism by focusing on personal experiences rather than only famous landmarks. A walk beside the Han River, a quiet moment inside a local café, or discovering hidden streets can become memories that stay with visitors. As a result, Seoul presents itself as a city where lifestyle, culture, and emotions naturally come together.
Karina and Winter of aespa Bring a Modern Korean Fantasy Concept
The involvement of Karina and Winter from aespa adds a strong cultural connection to the campaign. In the promotional content, the aespa members appear as modern-day “Sinseon,” inspired by the immortal figures found in Korean traditional stories. Through this fantasy approach, they represent a bridge between Korea’s historical identity and its modern entertainment culture. Additionally, their global popularity helps introduce Seoul’s lifestyle to a wider international audience. Instead of focusing only on K-pop performances, the campaign uses storytelling to showcase the city’s atmosphere, creativity, and hidden charm. This approach reflects how Korean culture continues to influence global lifestyle trends.
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Seoul Lifestyle Goes Beyond K-Pop Through Everyday Experiences
Although K-pop remains one of Seoul’s strongest global attractions, Absolutely in Seoul expands the city’s image through various lifestyle experiences. The campaign highlights local food, beauty trends, shopping areas, nightlife, and cultural activities that shape daily life in Seoul. Moreover, it shows that the city’s appeal comes from ordinary moments transformed into memorable experiences. A meal at a local restaurant, a night view from a city spot, or exploring artistic neighborhoods can create a deeper connection with Seoul. Because of this, the campaign encourages visitors to experience the city like a local rather than simply visiting popular destinations.
Fantasy Storytelling Creates a Fresh Image of Seoul Culture
The campaign uses a creative storytelling style by turning everyday Seoul experiences into fantasy-inspired scenes. In the videos, ordinary moments receive a magical transformation, making food appear more exciting and city scenes feel like scenes from a Korean drama. This creative direction allows viewers to imagine themselves becoming part of Seoul’s story. Furthermore, the combination of visual effects, celebrity appearances, and cultural elements creates a modern lifestyle narrative. Through this approach, Seoul presents itself as a city where reality and imagination can exist together. As a result, the campaign becomes more than tourism promotion because it introduces a unique emotional experience.
Absolutely in Seoul Campaign Connects Fans Through Digital Activities
Beyond video content, the Absolutely in Seoul campaign also creates interactive experiences for global audiences. Fans and travelers can participate in online activities by sharing their personal interpretations of “Seoul Syndrome.” Additionally, the campaign introduces “Guess the Seoul Night Spot,” a voice-based quiz featuring Karina, Winter, and RIIZE. Participants can listen to clues from the artists and guess Seoul’s famous night locations. These activities allow audiences to engage directly with the campaign rather than simply watching promotional videos. Therefore, Seoul creates a stronger connection between digital communities, K-pop fans, and potential travelers.
Seoul Expands Global Influence Through Lifestyle and Cultural Promotion
Starting from mid-October 2026, the campaign will also move into offline experiences in Seoul. Visitors can complete special missions at five Seoul Tourist Information Centers and two Seoul My Soul Shops to receive exclusive merchandise, including posters and artist photocard items. Furthermore, promotional videos will appear in international locations such as Times Square in New York and through CNN broadcasts across more than 133 countries. This global strategy shows how Seoul combines entertainment, tourism, and lifestyle branding to reach international audiences. Through these efforts, the city continues strengthening its position as one of the world’s most influential cultural destinations.
Korean Lifestyle Trends Make Seoul More Attractive to Global Audiences
The popularity of Korean lifestyle trends has grown significantly through K-pop, beauty, fashion, food, and digital culture. Absolutely in Seoul reflects this movement by presenting Seoul as a place where modern trends and traditional values exist together. Moreover, the campaign demonstrates that lifestyle experiences can become powerful reasons for people to explore a destination. Visitors are no longer searching only for famous locations but also for authentic stories and emotional connections. Therefore, Seoul’s approach represents a shift in modern tourism, where culture and lifestyle become important parts of the travel experience.
Absolutely in Seoul Shows How Culture Can Inspire Global Connections
Absolutely in Seoul represents a modern vision of city branding by combining entertainment, culture, and lifestyle into one global story. Through Karina, Winter, and RIIZE, Seoul introduces its unique atmosphere to audiences who may already connect with Korean culture. However, the campaign goes further by showing that Seoul’s charm exists in everyday experiences, from food and streets to nightlife and local traditions. With creative storytelling and global promotion, Seoul continues building a strong cultural identity that attracts people worldwide. Ultimately, the campaign highlights how a city can become more than a destination—it can become an experience people want to remember.
