South Korea Launches Global Campaign to Promote APEC 2025 Summit: Showcasing National Brand to the World

With the APEC 2025 Summit approaching, the South Korean government has launched a comprehensive global advertising campaign to promote the event and showcase Korea's national brand on the world stage. This marks the first time Korea has hosted the APEC Summit, making it a historic opportunity to demonstrate the country's economic and diplomatic influence in the Asia-Pacific region.

Multi-Channel Global Advertising Campaign: Digital, Traditional, and Experiential

The Ministry of Foreign Affairs and the Ministry of Culture, Sports, and Tourism have launched a multi-channel advertising campaign targeting global audiences through digital platforms, traditional media, and experiential events. The campaign spans major media outlets in APEC member countries including the United States, China, Japan, Southeast Asia, and Latin America.

**Digital Advertising**: Major international digital platforms including Google, YouTube, Facebook, Instagram, Twitter (X), and TikTok feature targeted ads showcasing Korea's technological innovation, cultural heritage, and economic achievements. Video content highlighting Korean culture, K-pop, Korean food, and cutting-edge technology is being distributed to reach younger global audiences.

**Traditional Media**: Print and TV advertising in major international newspapers and broadcasters including The New York Times, Wall Street Journal, Financial Times, CNN, BBC, and NHK emphasizes Korea's role as a global economic powerhouse and APEC leader. The campaign highlights Korea's commitment to free trade, innovation, and sustainable development.

**Experiential Marketing**: Pop-up events, cultural exhibitions, and K-culture experiences are being held in major cities across APEC member countries. These events showcase Korean food, traditional culture, K-pop performances, and technology demonstrations, creating memorable brand experiences for local audiences.

Key Campaign Messages: Innovation, Culture, and Partnership

The APEC advertising campaign focuses on three core messages that define Korea's national brand: technological innovation, rich cultural heritage, and commitment to international partnership.

**Innovation Leader**: The campaign positions Korea as a global leader in technology and innovation, highlighting achievements in semiconductors, AI, 5G/6G networks, electric vehicles, and biotechnology. Videos showcase Korea's world-class companies including Samsung, SK Hynix, Hyundai, LG, and Naver, demonstrating Korea's contribution to global technological advancement.

**Cultural Ambassador**: K-pop, Korean dramas, Korean food, and traditional culture are featured prominently to leverage the global Korean Wave (Hallyu) phenomenon. The campaign highlights how Korean culture has become a global cultural force, from BTS and BLACKPINK to Squid Game and Parasite, creating emotional connections with international audiences.

**Partnership Champion**: The campaign emphasizes Korea's commitment to multilateral cooperation, free trade, and sustainable development. Messages highlight Korea's role as a bridge between developed and developing economies, and its leadership in addressing global challenges including climate change, digital transformation, and inclusive growth.

Economic Diplomacy Through Advertising: Attracting Investment and Tourism

Beyond promoting the APEC Summit, the advertising campaign serves as a strategic economic diplomacy tool to attract foreign investment, boost tourism, and strengthen Korea's position in global value chains.

**Investment Attraction**: The campaign targets global investors by highlighting Korea's business-friendly environment, highly educated workforce, advanced infrastructure, and strategic location in Northeast Asia. Special investment promotion materials showcase Korea's key industries including semiconductors, batteries, hydrogen energy, and biotechnology, with attractive incentive packages for foreign investors.

**Tourism Promotion**: The Korean Tourism Organization is leveraging the APEC campaign to promote Korea as a premium travel destination. Campaign materials showcase Seoul's modern cityscape, Jeju Island's natural beauty, historical sites in Gyeongju and Andong, and unique Korean experiences including temple stays, hanbok wearing, and Korean cooking classes. The goal is to attract 30 million tourists annually by 2030.

**Export Promotion**: Korean companies are using the APEC advertising platform to promote Korean products and services globally. From Samsung and Hyundai to Korean cosmetics, food, and fashion brands, the campaign creates opportunities for Korean businesses to expand into international markets.

Budget and Execution: 500 Billion Won Campaign with Public-Private Partnership

The South Korean government has allocated approximately 500 billion won ($375 million) for the APEC advertising campaign, making it one of the largest national branding initiatives in Korean history. The campaign is executed through a public-private partnership model involving government agencies, state-owned enterprises, and private companies.

**Government Agencies**: The Ministry of Foreign Affairs leads the campaign with support from the Ministry of Culture, Sports, and Tourism, Ministry of Trade, Industry, and Energy, and the Presidential Committee on APEC 2025. These agencies coordinate strategic messaging, budget allocation, and international media relations.

**State-Owned Enterprises**: Korea Tourism Organization, Korea Trade-Investment Promotion Agency (KOTRA), and Korean Culture and Information Service (KOCIS) execute marketing campaigns, organize events, and manage international PR activities.

**Private Sector Partners**: Major Korean corporations including Samsung, SK, Hyundai, LG, and Naver contribute to the campaign through co-branding, sponsorships, and collaborative marketing initiatives. These companies leverage the APEC platform to enhance their global brand recognition and market presence.

Target Regions and Customized Messaging

The advertising campaign employs customized messaging strategies tailored to different regions and cultural contexts across APEC member countries.

**North America (US, Canada)**: Campaign emphasizes Korea's role as a trusted ally, technology partner, and cultural innovator. Messages highlight bilateral trade partnerships, Korean investments in North America, and Korean-American cultural exchange. Special focus on Korean pop culture's influence on American youth and Korean technology companies' contributions to Silicon Valley innovation.

**China**: Campaign positions Korea as a pragmatic economic partner and cultural neighbor. Messages emphasize long-standing historical ties, complementary economic strengths, and people-to-people exchanges. Focus on Korean culture's popularity in China and opportunities for bilateral cooperation in technology and green economy.

**Japan**: Campaign highlights Korea's economic achievements and cultural soft power while maintaining diplomatic sensitivity. Messages emphasize future-oriented cooperation, shared democratic values, and cultural exchanges. Special focus on Korean entertainment's popularity among Japanese youth and opportunities for regional economic integration.

**Southeast Asia**: Campaign positions Korea as a development partner and cultural leader. Messages highlight Korea's successful development experience, technology transfer initiatives, and K-culture influence. Focus on Korean investments in ASEAN countries and opportunities for mutually beneficial partnerships.

**Latin America**: Campaign introduces Korea as an innovation leader and cultural phenomenon. Messages emphasize Korea's technological achievements, cultural exports, and commitment to South-South cooperation. Focus on Korean companies' growing presence in Latin American markets and potential for expanded partnerships.

Digital-First Strategy: Maximizing Social Media and Influencer Marketing

Recognizing the importance of digital platforms for global audiences, the campaign adopts a digital-first strategy with heavy emphasis on social media and influencer marketing.

**Social Media Campaigns**: Dedicated social media accounts on major platforms (@KoreaAPEC2025) create and distribute engaging content including videos, infographics, behind-the-scenes footage, and interactive challenges. Hashtags like #APEC2025Korea, #DiscoverKorea, and #KoreaInnovation encourage user participation and viral sharing.

**Influencer Partnerships**: The campaign partners with global influencers, content creators, and cultural ambassadors to reach diverse audiences authentically. Korean and international influencers in technology, food, fashion, travel, and lifestyle categories create sponsored content showcasing Korean innovation and culture. Micro-influencers in each APEC country provide localized perspectives and grassroots engagement.

**Interactive Content**: Virtual reality (VR) tours of Korean landmarks, augmented reality (AR) filters featuring Korean cultural elements, and interactive quizzes about Korea create immersive brand experiences. Mobile apps and websites offer gamified learning about Korean history, culture, and business environment.

Measuring Success: KPIs and Expected Outcomes

The campaign success is measured through comprehensive KPIs tracking awareness, engagement, and behavioral outcomes across target markets.

**Awareness Metrics**: Pre- and post-campaign surveys measure changes in awareness of Korea's economic achievements, cultural assets, and APEC leadership. Target: 30% increase in positive perceptions of Korea among APEC country populations.

**Engagement Metrics**: Digital platform analytics track impressions, clicks, shares, comments, and video views. Target: 5 billion total impressions and 500 million video views across all platforms.

**Behavioral Outcomes**: Measurement of tangible results including foreign investment inquiries, tourism bookings, and Korean product searches. Target: 20% increase in foreign investment applications, 25% increase in tourism bookings, and 15% increase in Korean brand searches.

Long-Term Vision: Building Sustainable National Brand Beyond APEC

While focused on the APEC Summit, the advertising campaign is designed to create lasting impact on Korea's national brand and global reputation.

The government plans to sustain momentum after the summit through continuous international marketing, cultural diplomacy, and economic engagement. Campaign infrastructure including digital platforms, content libraries, and international media relationships will be leveraged for long-term national branding initiatives.

The APEC advertising campaign represents Korea's ambition to elevate its global standing from a regional power to a truly global leader in innovation, culture, and economic partnership. Success will be measured not just in short-term awareness gains, but in sustained improvements in Korea's soft power, economic influence, and cultural impact worldwide.

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Read the original Korean article: 한국, APEC 2025 정상회의 글로벌 홍보 캠페인 본격화