Expanding horizons of K-culture through live performances

The Korea Times - Oct 26, 2026

The Korea Tourism Organization (KTO) is implementing a promotional campaign, “Korea In Motion,” to position domestic stage performances as a primary attraction for overseas visitors. Organized in partnership with the Ministry of Culture, Sports and Tourism and the Korea Performing Arts and Tourism Association, the initiative runs through Nov. 30. KTO aims to diversify Korea’s tourism appeal beyond traditional shopping and historic sightseeing by integrating live theater, smart translation technology and interactive audience programs. Throughout the campaign period, the KTO is collaborating with leading online travel agencies across key target markets, including China, Japan, Taiwan, Hong Kong, Singapore and the United States, to offer tailored showcase packages. The featured lineup highlights world-renowned nonverbal productions that cross language boundaries through rhythm, sound and movement. For narrative-driven plays and musicals, artificial intelligence (AI)-powered smart subtitle glasses are available to help overseas visitors follow complex storylines without missing a beat.

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