Wherever you go, whatever you see, Korea will offer unique experiences beyond your expectations! The KTO brand symbolizes the diverse tourism resources and attractive and vibrant image of the Korea travelers imagine and expect.
Korea Tourism BI
Imagine your Korea!
The BI expresses attractive Korea as a tourist destination full of things to enjoy and places that will turn your everyday life into something extraordinary. Korean traditional calligraphic style and saekdong, traditional Korean color combination, were combined to express Korea’s vibrant and dynamic image, and convey a welcoming message to everyone visiting Korea.
Core Brand Value
In examining the distinctive characteristics of Korea including its people, culture, history, environment, products and services, as well as its national policy and consumer needs and trends, four core values were identified: Diverse, Vibrant, Creative, and Intriguing. Through these core values, “Creative Motivation” was established as our brand identity.
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- DIVERSE Korea, a country where tradition and modernity coexist offering plenty of things to enjoy
- VIBRANT Korea, a country where one can feel endless vitality and energy
- CREATIVE Korea, a country that creates new value
- INTRIGUING Korea, a country that stimulates and arouses interest
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- CREATIVE MOTIVATION Creative stimulation that upgrades style and perspectives
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Brand Platform
K-Food Unique food items cooked with an array of fresh seasonal ingredients and recipes
K-Wave Creative and original Korean contents, such as K-pop, K-dramas and K-movies
K-Spirit Infinite creativity and passion of Korea and its people
K-Place Uniquely Korean tourist attractions where tradition and modernity co-exist in harmony
K-Style Sophisticated and unique lifestyles that will captivate trendsetters
We will introduce the infinite charms of Korea through K-food, K-wave, K-spirit, K-place and K-style, and continue communicating through the new Korea tourism brand so that people of the world can keep imagining and picturing their own Korea.
Brand Characters
The new Korea tourism brand also includes the characters “Kingdom Friends,” who are Hojong (tiger), the king of the Joseon Dynasty, his bodyguard Mugo (bear), and Kawoo (magpie) who can travel through space and time. They are honorary ambassadors of Korea who promote Korea’s tourism resources, including tourist destinations and its culture.
Hojong Hojong is a king tiger born in the sun. He used to be a dignified, solemn and strict king, but after opening his eyes to the new Korean culture, he put his conservative and dull life behind to reveal his hidden charms while traveling Korea.
Mugo Mugo is a warrior bear born in the moon. He secretly admired Hojong and became King Hojong’s bodyguard so he could stay close to him. Behind his charismatic appearance as a bodyguard, hides a clumsy and shy Mugo.
Kawoo Kawoo is a magpie with magical powers given by the heavens. With his time and space traveling powers, Kawoo, Hojong and Mugo begin a special journey.