On June 25, 2025, the Shanghai Municipal Administration of Culture and Tourism hosted the “This is Shanghai” tourism promotion event in Seoul, South Korea. The event featured a dual-channel strategy combining an airport flash mob exhibition with an industry forum, systematically showcasing Shanghai’s cultural appeal and development potential as a world-class tourist destination to Korean travelers and tourism professionals.
Airport Activation Captures Attention
The “Lucky Shanghai” flash mob launched at Gimpo International Airport with a ribbon-cutting ceremony attended by officials from both Shanghai and the airport16. A distinctive inflatable installation served as a popular photo spot, where travelers followed floor guides to explore:
Shanghai tourism information booths
“This is Shanghai” photo exhibition
Interactive “fortune capsule vending zone” offering prizes.
The installation will remain for two weeks, targeting substantial international passenger traffic16. Leveraging “cuteness economy” appeal, the activation boosted engagement and travel interest through approachable visuals and practical travel resources.
Industry Dialogue Drives Cooperation
Supported by the China National Tourist Office in Seoul, the Shanghai-Seoul Tourism Enterprise Forum convened later that day. Vice Director Cheng Meihong (Shanghai) and Director Koo Jong-won (Seoul Tourism and Sports Bureau) signed a cooperation memorandum pledging deeper collaboration in:
Industrial partnerships
Joint marketing
Service facilitation
Information exchange.
Shanghai enterprises presented new products, including a “Shanghai+Hunan” dual-city tour package targeting Korean tourists6. Korean participants actively discussed market preferences and implementation strategies.
Market Momentum Accelerates
Following the “Experience Shanghai” promotion in October 2024, tourism exchanges have intensified. After visa-free policies took effect, Korean visits to Shanghai surged dramatically:
260,900+ Korean tourists arrived in Shanghai (Jan-Apr 2025)
134.94% year-on-year growth
Korea is now Shanghai’s largest inbound market
“Weekend trips to Shanghai” emerge as a youth travel trend.
Shanghai continues enhancing international visitor services through payment convenience, multilingual support, and cultural experiences.
This Seoul event follows a June 22 Osaka promotion, advancing Shanghai’s global outreach through localized communication and professional exchanges.
Source: Comprehensive reports from authoritative outlets including Xinhua, China News Service, and Shanghai Municipal Government portals
Transferred from: AJU Vision
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