The Korea Tourism Organization said on the 26th that its "K-Local Food Hunters 33" project, held in June, produced some 900 pieces of content and drew a combined 10 million views.
The project featured overseas influencers posting content about their Korean food experiences on TikTok, Xiaohongshu, YouTube and other platforms. A total of 33 influencers from 13 countries — across Greater China, Japan, Southeast Asia and Western markets — spent four nights and five days sampling food and tourist sites in the Gangwon, Jeolla and Gyeongsang regions.
The most-viewed content was a piece on hanwoo mungtigi, a dish of raw Korean beef, introduced by a Vietnamese influencer, which drew 447,000 views. Content showing a French influencer trying beondegi, boiled silkworm pupae, and seonji, congealed ox blood, also drew attention.
The organization plans to run an event using the content on Visit Korea, its integrated Korean tourism platform.
