Netflix and the Korea Tourism Organization are betting on a formula that’s already worked twice before: turn a hit Korean show into a tourism ad. Their latest collaboration, unveiled June 12, centers on the variety show “Yoo Jae-suk’s Camp” and forms part of the Ministry of Culture, Sports and Tourism’s “Korea Camp (B&B Rules!)” brand campaign, designed to convert screen-based interest in Korean content directly into actual visits.
“Yoo Jae-suk’s Camp” follows rookie camp director Yoo Jae-suk and his unpredictable staff, Lee Kwang-soo, Byeon Woo-seok, and Ji Ye-eun, as they run a group camp built around Korea’s school retreat, or “suryeonhoe,” tradition, packed with games, food, and communal chaos. The show has already found international traction on its own merits, cracking the global top five non-English-language TV shows in the week of May 25-31 after its release.
The tourism ad campaign built around it follows international travelers of varying nationalities, ages, and professions as they shed their everyday selves and dive into experiences only available in Korea: K-pop, K-beauty, temple stays, jjimjilbang sauna culture, and even trying on Korean school uniforms, blending traditional and contemporary sides of Korean life into a single travel narrative. A teaser has been released via the tourism organization’s official “VISITKOREA” YouTube channel and other global platforms, with the full campaign video set to premiere later in June.
This marks Netflix and the tourism board’s third joint campaign, following earlier collaborations built around “Squid Game” and “All of Us Are Dead,” both of which spotlighted real Korean filming locations and tourist attractions. Those two campaigns alone drew a combined 68 million-plus views globally, according to figures cited by both organizations, translating buzz around Netflix’s Korean content into concrete numbers for Korea’s tourism sector.
The strategy appears to be paying off in measurable ways. Netflix’s own “Netflix Effect” research, released around the same time, found that 72 percent of viewers of Netflix’s Korean content expressed interest in visiting Korea, and that Netflix subscribers overall showed more than double the interest in Korean culture compared to non-subscribers. For a tourism industry actively courting the global audience built by Korea’s entertainment exports, that kind of direct line between streaming and booking a flight is exactly the effect these campaigns are designed to produce.
Source: Kim Min-ji, Herald Muse, June 12, 2026.
