Korea Tourism brings Korea to Indian homes through KXperience

First-ever online consumer engagement initiative, KXperience, has been organised by Korea Tourism Organisation

In tune with the flourishing Korean wave in India, Korea Tourism Organisation (KTO) has collaborated with multiple brands for a series of virtual Korean experiences, along with the social media contest and special offers on Korean products for the Indian travellers and hallyu fans. With the current prevailing travel restrictions due to the pandemic, KTO has decided to step forward and get Korea to its Indian audience. The event, which took off on September 17, aims to create an experience that can be enjoyed by the travel-seekers and Korea-lovers until November 15.

The event is designed as a perfect Korean escapade comprising of K-Food, K-Pop, K-Beauty, K-Drama and Korean product discount offers. 

The K-Pop experience is a collaboration between KTO and AleXa, the rising K-Pop star from Korea and dancer-choreographer-singer Shraey Khanna from India. The Korean artiste will be seen showcasing signature Korean dance moves while Khanna will be seen mirroring the Korean vibes with a dash of Bollywood nuance to it. 

The K-Food experience will feature a Bollywood female actor taking up the challenge of cooking Korean meal in OTT web series, Star vs Food, on Discovery+. 

The K-Beauty experience in collaboration with eco-friendly South Korean makeup brand Innisfree will showcase Korean skincare tips in the masterclass. 

The K-Drama will show the Korean drama obsession taking over India, especially in the lives of influencers who come from different walks of life.

The four KXperience elements: K-Pop, K-Food, K-Beauty and K-Drama will boil down to a pan-India social media contest - The K Challenge which will be hosted on www.kxperience.bookmyshow.com. The consumers would need to recreate their own versions inspired by the KXperience elements and upload the content on their social media channels with event hashtags. Exciting gifts like Samsung phones, tablets and KTO special KXperience box awaits the winners.

In addition to these series of virtual experiences, to meet the Indian masses’ demands for a Korean lifestyle taste, KTO has collaborated with Korikart.com and CulturaGo offering special discounts on Korean products and online culture courses. A virtual tour is in the pipeline for KTO too. 

"We have noticed the increasing trend for Hallyu wave in India, especially during the pandemic, when K-Drama, K-Food and K-pop engaged many Indians. So, we thought of coming up with a series of events which could keep Indian travelers and Hallyu lovers connected with Korea, till the time travel restrictions are lifted and they are able to travel to the destination. With the KXperience project and our collaboration with multiple brands, we wish to bring Korea to comfort of Indian homes,” said Young-Geul Choi, Director, Korea Tourism Organisation, New Delhi office. 

“We're thrilled to partner with KTO for this unique and innovative KXperience on BookMyShow. We think that the combination of Shraey Khanna and AleXa in particular is powerful and dynamic because they're both such excellent dancers. Over the past few years, India has become the 6th largest country based on the amount of time spent per month on K-pop. In fact, Korean audiences have always admired the dancers in Bollywood movies, and are starting to understand that both Korea and India share a tradition and love for song and dance. We look forward to more K-pop and Bollywood concerts and events in India once the worst of Covid-19 has passed," shared Keiko Bang, Founder and CEO, Millenasia. 

Korea Tourism Organisation has left no stone unturned when it comes to offering the best to its audience. With this project, they are aiming to come closer to its Indian patrons and bring together the best of both lifestyles.

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Korea Tourism KXperience Korea Tourism Organisation KTO


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