For millions of global music fans, a “bias” is not a prejudice but a favorite K-pop artist. Korea’s tourism officials are betting that the fierce loyalty inspired by these idols can achieve what years of traditional advertising could not: persuade international travelers to venture outside the crowded Korean capital. The Korea Tourism Organization (KTO) announced Wednesday the launch of “BIAS (Be In Artists’ Scenes),” a major marketing campaign running through November. Developed in collaboration with the country’s titan entertainment agencies — including Hybe, SM, JYP, and Starship — the initiative hopes to use the intense devotion of global fandoms to decentralize tourism, directing traffic toward historic areas and coastal regions. Instead of generic promotional reels, the campaign leans into localized storytelling. High-profile stars have filmed travel content showcasing their personal connections to specific regions. MONSTA X explores the ancient city of Gyeongju. EXO members Kai and Sehun travel through the wetlands of Suncheon. Stray Kids spotlights the port city of
To draw K-pop fans beyond Seoul, Korea leverages their ‘BIAS’
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