South Korea is rolling out a high-profile promotional campaign ahead of the 2025 Asia-Pacific Economic Cooperation (APEC) Summit in the historic city of Gyeongju, combining presidential participation, K-pop star power, and youth-led entrepreneurship to boost global awareness.
The Ministry of Foreign Affairs this week released an official video titled “The World Heads to Gyeongju,” directed by award-winning filmmaker Shin Woo-seok. The short film stars K-pop icon G-Dragon, who serves as the official APEC 2025 ambassador, alongside cameo appearances by IVE’s Jang Won-young, director Park Chan-wook, football legend Park Ji-sung, and DJ Peggy Gou.
In a lighthearted twist, President Lee appears briefly in an airport ground marshal uniform, an unexpected cameo that quickly went viral on social media. The video promotes the theme “The World Gathers in Gyeongju” and is airing across television, YouTube, and digital billboards worldwide. The foreign ministry noted that all participants volunteered without pay, underscoring the collective national effort behind the summit.
Beyond government channels, South Korea’s private sector has joined the promotional drive. Local youth entrepreneurs launched the “Smile Gyeongju” initiative, encouraging residents to welcome foreign visitors with warmth and hospitality.
The campaign has drawn support from hundreds of public figures, including entertainers Kim Junsu, Park Na-rae, Lee Sang-min, Olympic gold medalist Ki Bo-bae, designer Lee Sang-bong, and robotics expert Dennis Hong.
Leading the effort is local confectionery brand Buchang Bakery, best known for its signature walnut pastries — over 100 million sold to date. The bakery was recently named the official dessert of APEC 2025 Korea and plans to expand overseas next year.
Lee Kyung-won, CEO of FG Group, which partners with the campaign, said, “We hope APEC’s success helps Gyeongju emerge as a global cultural city. This event shows how small local businesses and young innovators can reach the world stage.”
The APEC 2025 Korea Summit will be held in Gyeongju from October 26 to November 1, bringing together leaders from 21 member economies and more than 30,000 global delegates.
