Streaming giant Netflix and the Korea Tourism Organization are joining forces to spotlight travel to Korea through buzzworthy K-variety.
On the 11th, the Korea Tourism Organization announced a global tourism ad campaign called Korea Camp (KOREA B&B Rules!) produced in collaboration with the Netflix variety show Jae-seok's B&B Rules!. Backed by the Ministry of Culture, Sports and Tourism and KTO, the campaign aims to convert surging global interest in Korean content on Netflix into real-world trips to Korea.
Jae-seok's B&B Rules! follows rookie camp manager Yoo Jae-seok and staff members Lee Kwang-soo, Byun Woo-seok, and Ji Ye-eun as they create an escape-from-the-everyday camp with their guests. Right after release, it topped Netflix Korea’s TV rankings and broke into the upper tier of the Global Non-English TV chart, showcasing the feel-good charm of K-variety to viewers worldwide.
The Korea Camp campaign expands the show’s free-spirited, energetic vibe into tourism content. It captures travelers of diverse nationalities, ages, and professions exploring Korea, letting go of their routines and embracing new experiences.
In the ads, participants dive into K-pop, K-beauty, K-food, and local culture, plus uniquely Korean experiences like temple stays, jjimjilbangs (Korean bathhouse saunas), and trying on school uniforms. The videos also hide playful Easter eggs that nod to Jae-seok's B&B Rules!, adding extra fun for fans.
Netflix said, "We’re thrilled to introduce the diverse appeal of Korean tourism to the world with the Korea Tourism Organization through Squid Game and All of Us Are Dead, and now Jae-seok's B&B Rules!" They added, "We hope global viewers who discovered Korean culture on screen will experience it with all five senses—and ultimately book real trips to Korea." KTO likewise plans to make Korea feel more approachable by pairing hit K-content IP with tourism promotion.
The campaign rolls out starting today (the 12th) with a teaser, followed by full videos released in stages. You can watch on KTO’s official YouTube channel as well as Netflix and other global platforms.