Expanding horizons of K-culture through live performances

The Korea Tourism Organization is running the Korea In Motion campaign in South Korea through Nov. 30 to promote live performances as a reason for overseas visitors to travel to the country. The initiative combines performance packages, AI-powered subtitle glasses and hands-on activities linked to shows. HiKR Ground and Seoul’s Daehangno theater district are hosting showcases, pop-up booths and demonstrations. KTO says the glasses support English, Japanese, and simplified and traditional Chinese subtitles.

The campaign is organized with the Ministry of Culture, Sports and Tourism and the Korea Performing Arts and Tourism Association.

KTO is working with online travel agencies in China, Japan, Taiwan, Hong Kong, Singapore and the United States to offer tailored showcase packages.

Visitors to The Painters can make marbling art keepsakes with cast members, Nanta audiences can craft stage-inspired souvenirs, and Jump spectators can learn basic taekwondo moves.

Young traditional Korean music artists are offering interactive sessions where guests can play authentic instruments.

A KTO official said earlier stage-front subtitle displays drew criticism for limited language options and disrupting other audience members’ viewing experience.

Published Oct 26, 2026 12:00 pm KST

Korea Tourism Organization spotlights stage shows via 'Korea In Motion' campaign

Cast members of the musical "Finding Mr. Destiny" and influencers joining the Korea Tourism Organization's (KTO) promotional campaign, “Korea In Motion,” pose with artificial intelligence smart subtitle glasses at Tintin Hall in Daehangno, Seoul, Oct. 21. Courtesy of KTO

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.

The campaign also introduces immersive hands-on programs connected directly to the shows. Guests attending the visual art performance "The Painters" can join postshow workshops with the cast members to create marbling art keepsakes.

Audiences at the iconic nonverbal show "Nanta" can craft stage-inspired souvenirs, while spectators at the martial arts comedy "Jump" can learn basic taekwondo moves. Performances by young traditional Korean music artists feature interactive sessions where guests can play authentic instruments.

Influencers joining the Korea Tourism Organization (KTO) campaign, "Korea In Motion," try out a marbling art session alongside cast members of the nonverbal performance "The Painters" in Seoul. Courtesy of KTO

"We prepared this campaign to improve accessibility so that overseas tourists can enjoy Korean performances without language barriers, while comprehensively promoting interactive packages linked to the shows," said Baek Man-seong, head of the KTO's Hallyu Content Team. "We will strengthen our marketing efforts to make Korean stage productions not just an attractive stop along a sightseeing trip, but a compelling reason and destination in itself to visit Korea."

Street festivities are further fueling public interest in central Seoul. Outdoor stages at HiKR Ground in Jung District are hosting highlight showcases from popular productions, including the hit romantic musical "Finding Mr. Destiny" and the acclaimed theater drama "Anarchist."

Running through Thursday, interactive pop-up booths stationed across HiKR Ground and the Daehangno theater district offer ticketing information, promotional events and live demonstrations of the smart subtitle glasses.

A KTO official said the subtitle glasses will accommodate travelers from diverse linguistic backgrounds.

"Previous attempts were made to attract overseas tourists by displaying subtitles in front of stages, but those efforts faced criticism for offering a limited range of languages and disrupting the viewing experience for other audiences," the official said.

“However, these glasses support English, Japanese and both simplified and traditional Chinese, making it easy for diverse visitors to enjoy the show without bothering other viewers. We expect them to significantly help overseas tourists fully enjoy Korean stage performances."

韩国旅游发展局（KTO）正在韩国开展“Korea In Motion”推广活动，活动将持续至11月30日，旨在通过现场演出吸引海外游客前往韩国旅游。该活动结合了演出套餐、人工智能字幕眼镜以及与演出相关的互动体验。HiKR Ground和首尔大学路剧院区将举办演出展示、快闪展位和演示活动。KTO表示，该眼镜支持英语、日语以及简体中文和繁体中文字幕。

该活动由文化体育观光部和韩国表演艺术观光协会联合举办。

韩国旅游发展局正与中国大陆、日本、台湾、香港、新加坡和美国的在线旅行社合作，提供量身定制的展示套餐。

在《画家》中，游客可以与演员一起制作大理石纹艺术纪念品；在《南大》中，观众可以制作舞台主题纪念品；在《跳跃》中，观众可以学习跆拳道的基本动作。

年轻的韩国传统音乐艺术家们提供互动课程，让来宾可以演奏正宗的乐器。

韩国旅游发展局一位官员表示，此前舞台前方的字幕显示因语言选择有限且会干扰其他观众的观看体验而受到批评。

发布于2026年10月26日韩国时间下午12:00

韩国旅游发展局通过“韩国在行动”活动重点推介舞台表演

10月21日，在首尔大学路丁丁厅，音乐剧《寻找命运先生》的演员和参与韩国旅游发展局（KTO）“Korea In Motion”推广活动的网红们佩戴着人工智能智能字幕眼镜合影。图片由韩国旅游发展局提供。

韩国旅游发展局（KTO）正在实施一项名为“韩国在行动”的宣传活动，旨在将国内舞台表演定位为吸引海外游客的主要景点。

该活动由韩国文化体育观光部和韩国表演艺术观光协会联合举办，将持续到 11 月 30 日。

韩国旅游发展局旨在通过整合现场戏剧、智能翻译技术和互动式观众节目，使韩国的旅游吸引力超越传统的购物和历史观光。

在整个推广活动期间，韩国旅游发展局与包括中国、日本、台湾、香港、新加坡和美国在内的主要目标市场的领先在线旅行社合作，提供量身定制的展示套餐。

本次精选节目将呈现享誉全球的非语言艺术作品，这些作品通过节奏、声音和肢体动作跨越语言的界限。对于叙事性较强的戏剧和音乐剧，我们提供人工智能（AI）智能字幕眼镜，帮助海外观众轻松理解复杂的故事情节。

该活动还推出了与演出直接相关的沉浸式互动体验项目。观看视觉艺术表演《画家》的观众可以参加演出后的研习班，与演员们一起创作大理石纹艺术纪念品。

在标志性的非语言表演“乱打”中，观众可以制作舞台主题纪念品；而在武术喜剧“跳跃”中，观众则可以学习跆拳道的基本动作。年轻的韩国传统音乐家们的演出中还设有互动环节，让观众有机会演奏正宗的乐器。

参与韩国旅游发展局（KTO）“Korea In Motion”活动的网红们在首尔与非语言表演《画家》的演员们一起体验了大理石纹理艺术。图片由韩国旅游发展局提供

韩国旅游发展局韩流内容团队负责人白万成表示：“我们策划此次活动旨在提升韩国演出的无障碍性，让海外游客能够不受语言障碍地欣赏韩国演出，同时全面推广与演出相关的互动体验项目。我们将加大市场推广力度，力求让韩国舞台剧不仅成为观光之旅的亮点，更成为游客前往韩国旅游的充分理由和目的地。”

首尔市中心的街头庆祝活动进一步激发了公众的兴趣。位于中区HiKR Ground的户外舞台正在上演热门剧目的精彩片段，包括热门浪漫音乐剧《寻找真命天子》和广受好评的舞台剧《无政府主义者》。

从即日起至周四，HiKR Ground 和大学路剧院区将设立互动式快闪展位，提供票务信息、促销活动和智能字幕眼镜的现场演示。

韩国旅游发展局一位官员表示，字幕眼镜将方便来自不同语言背景的旅客。

“此前曾尝试在舞台前显示字幕来吸引海外游客，但这些努力因提供的语言种类有限以及扰乱其他观众的观看体验而受到批评，”该官员表示。

“然而，这些眼镜支持英语、日语以及简体中文和繁体中文，方便不同语言背景的观众欣赏演出，而不会打扰到其他观众。我们预计它们将极大地帮助海外游客充分享受韩国舞台表演。”