KARINA, WINTER And RIIZE Reveal A New Side Of Seoul With “Seoul Syndrome”

SEOUL, South Korea, Sept 24 (Bernama) -- The Seoul Metropolitan Government (SMG) and Seoul Tourism Organization (STO) have appointed KARINA and WINTER of aespa and RIIZE as honorary ambassadors for Seoul tourism in 2026 to launch the global tourism campaign “Absolutely in Seoul” on September 23.

Built around the message “Where the unexpected becomes the everyday” and the campaign theme “Absolutely in Seoul,” the campaign captures the special, delightful changes travelers experience in the city through an original concept: the “Seoul Syndrome.” The “Seoul Syndrome” describes the sense of longing travelers feel after leaving Seoul — a desire to return to the everyday moments, culture and experiences they discovered in the city. It refers to the way the city's many experiences, from K-pop and K-content to the Hangang River, alleyways and cafes, food, shopping and night views, leave a lasting impression long after the trip is over.