Seoul sees expatriates living in Korea as its key promoters to the world.

“The best way to promote the city is foreign residents telling their friends that Seoul is worth visiting,” said Kang Cheol-won, director-general of Seoul’s Public Relations Planning Bureau.

Kang is reaching out to expats because Seoul is not as well-known globally as Koreans believe. Any help in increasing global awareness of the city is welcomed, as far as he is concerned. Kang is leading overseas marketing for Seoul.

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i’m super interested to see what strategies will be used for this. yes, ads featuring some top hallyu celebrities have done well to attract many asian tourists. and yes, how to employ, encourage, and maintain - successfully - expats to promote seoul globally - beyond asia - is not as simple as getting them to blog/fb/tweet about it (more or positively). what will we see? :D