London – KTO proudly celebrates the launching of Korea’s official tourism brand, ‘Korea Sparkling’. For the first time in its history, Korea has officially adopted a national tourism brand to nurture its tourism industry. Many countries have examples of tourism brands that have successfully created positive perceptions, promoted tourism resources and helped increase tourism traffic. Examples are 100% Pure New Zealand, Yokoso Japan, Visit Britain, Keep Exploring (Canada), Uniquely Singapore, Truly Asia (Malaysia).

The word “Sparkling” is synonymous with shining or dazzling. Additionally it conveys the sense of revitalizing energy and freshness. As a whole, “Korea, Sparkling” intends to denote the concept of “vital refreshment,” - a unique experience available to tourists travelling to Korea and being exposed to the incredible passion of both Koreans and Korean culture. The brand also delivers the message that experiencing Korea offers unique emotional rewards unlike any other.

The visual identity symbolizing “Korea, Sparkling” is based on the image of two overlapping windows. It was designed to depict the beauty of Korea, where both traditional and modern elements coexist in harmony. The empty space in the centre of the image represents the unlimited possibility of individual experience available to each tourist visiting Korea.

As a tourism brand, “Korea, Sparkling” will ensure consistent communication regarding the emotional rewards global tourists can expect to receive when visiting Korea. Additionally, the brand is expected to serve as a springboard, driving the growth of domestic tourism industry.

For more information contact: Mr R Salameh – 020 7321 2535