Foreign tourists visiting South Korea recently experienced Seoul in an unusual way: by listening to its sounds.
On October 2, around 100 foreign tourists and global influencers from more than 20 countries took part in the “Korea Sound Journey” event in Seoul. The program was held at Changgyeonggung Palace and Hwigyeomjae, a traditional Korean house nearby.
The event was organized by the Ministry of Culture, Sports and Tourism and the Korea Tourism Organization as part of a new approach to promoting Korean tourism.
Exploring Korea Through Sound
Instead of simply visiting famous landmarks and taking photographs, participants were encouraged to listen carefully to the sounds around them.
During the first part of the event, called “Sound Walking,” participants were divided into eight groups and walked around Changgyeonggung Palace with professional sound guides.
They recorded sounds they encountered along the way, including footsteps, wind, birds and other everyday sounds around the historic palace.
Ten international influencers also took part and are expected to share their experiences through social media.
The program was designed to encourage visitors to experience Korea through more than just its visual attractions.
Park Bo-gum Joins Foreign Visitors
The second part of the event took place at Hwigyeomjae, a traditional Korean house near Changgyeonggung Palace.
Participants listened to the sounds they had recorded and took part in a sound quiz. They also participated in a tourism-themed balance game and heard behind-the-scenes stories about Korea’s latest tourism campaign.
Actor Park Bo-gum, who has served as an honorary ambassador for Korea tourism for two consecutive years, joined the participants for the program.
Park has also played a central role in the 2026 global tourism campaign “Begin to Hear Korea.”
From Watching Korea to Experiencing It
The Korea Sound Journey was created as an extension of the “Begin to Hear Korea” campaign, which was released in July.
The campaign features Park Bo-gum traveling around South Korea with Danish musician Ki, discovering and recording sounds from different parts of the country.
Rather than focusing only on famous tourist attractions, the campaign highlights ordinary sounds and everyday experiences.
These include subway announcements, the atmosphere of traditional markets and the sound of wind chimes hanging from the roofs of traditional Korean houses.
The concept reflects a growing interest in “dailycation” travel, in which visitors experience everyday life and local culture rather than simply checking famous landmarks off a sightseeing list. The Korea Tourism Organization describes the campaign as an invitation to discover Korea through its sounds and atmosphere.
A New Way to Experience South Korea
The Korea Sound Journey shows how Korean tourism promotion is expanding beyond traditional sightseeing.
For international visitors, experiences such as walking through an old palace, listening to the sounds of Seoul and talking with a Korean celebrity can create a more personal connection with the country.
The event also gave international influencers an opportunity to create their own content about Korea and share their experiences with audiences around the world.
As Korean culture continues to attract international attention, tourism organizers are increasingly looking for ways to help visitors experience not only Korea’s famous sights, but also its sounds, atmosphere and everyday life.
Source: Korea Tourism Organization / Yonhap News Agency
Category: Society
Published: October 6, 2026