ABSTRACT
This research explores South Korea's sustainable tourism strategies through nation branding, focusing on the role of the idol group BTS in the economic and social sectors from 2020 to 2022. Through collaboration between the government and BTS in tourism promotion campaigns, South Korea has successfully enhanced its national image, generating positive impacts across economic, cultural, and social dimensions. This qualitative study employs a descriptive approach and relies on secondary data obtained through library research, including official government and organisational websites, books, journals, official reports, and news sources. The findings reveal three key nation branding initiatives involving BTS during the 2020–2022 period: collaboration between the Korea Tourism Organization (KTO) and BTS in the ‘Feel the Rhythm of Korea’ campaign, BTS‘s role as tourism ambassadors for Seoul City, and their appointment as honorary ambassadors for the Busan Expo 2030. BTS significantly contributes to South Korea's economy as cultural representatives and global musical icons. This research offers valuable insights into sustainable tourism development through pop culture and suggests potential comparisons with similar strategies in other countries, such as Japan with Anime or India with Bollywood.
