Tan Li AnnSouth Korean actor and singer Park Bo-gum is the face of the Korea Tourism Organization’s (KTO) latest global campaign, “Never Ending Korea.” Officially launched in Singapore, it takes viewers on a cinematic journey beyond the typical tourist spots of Seoul to reveal a different side of the country.
The campaign’s breathtaking videos, which are being showcased on The Heeren‘s giant LED screen and online, feature a diverse range of destinations. From the serene lavender fields of Sinan’s Purple Island to the dramatic sunset yacht views of Busan, this campaign aims to inspire travellers to craft their unique Korean adventure.
A deeper dive into Korea’s regions beyond Seoul
While the campaign does touch on Seoul’s nostalgic charm with places like the Dongmyo Flea Market and the vintage shops of Sewoon Plaza, it shines the spotlight on destinations often overlooked by first-time visitors.
Jeollanam-do
Purple Island
The first underated gem is Sinan’s Purple Island, a whimsical and eco-friendly destination where everything from buildings to bridges is a vibrant shade of purple. This unique destination isn’t just a feast for the eyes, the salty scent of the sea mingles with floral notes in the air, making every breath feel like a fresh postcard memory.
TripZilla Tip: Visitors who wear purple to Purple Island get free entry!
Cheongseokpo Beach
For a hidden gem along Jeollanam-do’s southern coast, Cheongseokpo Beach on Gaedo Island is where the ocean seems to merge seamlessly with the horizon. Known for its black pebbles and peaceful hiking trail, this area is perfect for a contemplative nature walk away from throngs of tourists.
Gyeongsangbuk-do
Homigot Sunrise Square
Known as the easternmost point of the Korean peninsula, Homigot Sunrise Square is where the country greets the first rays of dawn. The square’s centrepiece, the iconic bronze “Sangsaeng’s Hand” sculpture rising from the sea becomes particularly magical as the morning sun illuminates it in gold.
Naeyeonsan Mountain
Beyond its sunrise splendour, Gyeongsangbuk-do invites hikers to Naeyeonsan Mountain, a tranquil escape marked by lush valleys, waterfalls, and ancient temples. Well-maintained trails lead to hidden pavilions where you can pause, sip warm tea, and watch the mist drift through the peaks.
Gangwon-do
Pyeongchang Yukbaekmajigi
High in the mountains of Pyeongchang lies Yukbaekmajigi, a vast alpine meadow that feels almost otherworldly. In warmer months, green grass stretches endlessly under a wide, open sky, dotted with grazing cattle and wildflowers. Come winter, it transforms into a pristine snowfield where the only sounds are the crunch of your boots and the distant call of mountain birds.
It’s the perfect setting for slow travel as it is where time feels like it moves with the rhythm of the wind.
Joungdo Mullegil
This next spot is perfect for all nature lovers! Joungdo Mullegil offers a paddling route through calm river channels surrounded by lush forest. Renting a kayak or canoe here means gliding past reeds and willow trees, with the occasional kingfisher darting ahead. The gentle current makes it accessible for beginners, and on misty mornings, the entire scene feels like a moving ink painting come to life.
Chungcheongnam-do
Cheonbuk Green Barley Field
Every spring, the Cheonbuk Green Barley Field ripples like an emerald sea under the sunlight. The view from the higher ridges reveals a patchwork of farmland, distant hills, and sky, making it a photographer’s dream.
Unyeohaebyeon Beach
Chungcheongnam-do’s coastline is home to Unyeohaebyeon Beach, a stretch of soft white sand where the waves lap gently at your feet. Just behind the shore, a dense pine forest offers shaded trails that carry the briny scent of the sea mixed with the earthy aroma of pine needles.
Win a trip to South Korea!
So, have Korea’s hidden gems sparked your wanderlust? If the stunning landscapes and unique experiences have captured your imagination, then look no further! To celebrate the campaign, KTO is offering Singaporean travellers several opportunities to win a trip to Korea.
- KTO x LG Promotion: Stand a chance to win return flights to Korea with the purchase of any LG product in a single receipt (excl. accessories and repair services) at any LG authorised retailers and LG online brand shop from 12 Aug to 12 Sep 2025.
- Park Bo-gum’s Korea Travel Playlist Challenge: Follow the instructions on the Imagine Your Korea YouTube channel to win round-trip tickets to Korea and Amazon gift cards.
- NATAS Holidays: Visitors to the Korea Pavilion at NATAS Holidays (15-17 Aug 2025) can enjoy hands-on craft workshops and get travel information from various regions, including Jeonju, Jeju, and Busan.
With the “Never Ending Korea” campaign, KTO and Park Bo-gum are inviting you to look past the usual itinerary and discover the rich, diverse, and stunning landscapes that Korea has to offer!
All images are credited to Korea Tourism Organization
