The Korea Tourism Organization’s BIAS campaign featuring Stray Kids reached more than 10 million views and links the video to booking tools, on-site activations and tour itineraries to convert online attention into visits to Busan.
KTO’s BIAS campaign video with Stray Kids passed 10 million views, spotlighting Busan locations like Songdo Beach, Bupyeong Kkangtong Market and Gamcheon Culture Village.
The campaign pairs content with booking—KTO partnered with Klook to offer curated itineraries, discounts and the exact routes shown in the video.
KTO activated the campaign at live events, including a booth at Stray Kids’ RUN IT Seoul concert, and reported that foreign concertgoers traveled to Busan after watching the video.
# What happened Organization (KTO) released a promotional video for Busan as part of its BIAS (Be In Artists' Scenes) campaign featuring the global K-pop group Stray Kids. The video topped 10 million views, driving attention to Busan's regional attractions rather than Seoul alone.
# Why it matters KTO designed the BIAS campaign to convert K-pop fandom into real-world travel. By showing popular idols visiting local sites, the campaign aims to motivate international fans to follow the same routes and book trips to regional destinations. Passing the 10 million-view mark demonstrates strong international engagement and gives KTO a clear digital asset to promote bookings.
# What's in the video
# How KTO is turning views into visits
# KTO's next steps
# Practical takeaways for readers
# Bottom line KTO's BIAS video with Stray Kids reached a large online audience and was deliberately paired with booking and on-the-ground activations to convert fandom into tourism to Busan. The organization plans to scale similar artist partnerships to promote travel across Korea's regions.
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