K-pop band Stray Kids's videos for Busan tourism campaign rack up 10 million views

Popular boy band Stray Kids has helped Korea take a big step toward turning global K-pop fans into actual visitors, with the group's promotional videos for the country's tourism authority now surpassing 10 million views.

A poster for Stray Kids’ RUN IT world tour, promoting regional destinations during the group’s Seoul concert

The videos were launched by the Korea Tourism Organization (KTO) for its BIAS Stray Kids Busan Trip campaign in July in partnership with JYP Entertainment to encourage fans to visit places associated with their favorite artists.

In them, the band explores several of Busan's attractions like Songdo Beach, Bupyeong Kkangtong Market, and Gamcheon Culture Village.

Band member I.N. introduces his native city from a personal perspective.

The Korea Times reported that the KTO has partnered with Klook to offer itineraries featuring locations from the video along with discounts for overseas fans.

At Stray Kids's RUN IT world tour stop in Seoul, the KTO ran a booth promoting Busan and other regional destinations to audiences.

"At the concert venue, we personally confirmed that foreign fans actually traveled to Busan after watching the campaign video," Baek Man-seong, lead of the Hallyu content team at the KTO, said as quoted by The Korea Times.

The KTO said it plans to deepen its partnerships with K-pop artists, showcasing the charm of local travel in approachable, engaging ways that inspire fans to explore every corner of Korea.