- Appointment details: The Seoul Metropolitan Government and Seoul Tourism Organization named Karina, Winter and RIIZE honorary ambassadors for Seoul tourism 2026.
- Campaign concept: Branded 'Seoul Syndrome' — a sense of longing to return to Seoul — the films cast the artists as modern 'sinseon' (mythical immortals).
- Launch date: Promotional activities and campaign rollout began Sept. 23, 2026.
- Film and videos: A teaser film and a series of campaign videos are being released; reporting notes nine videos will be released gradually on Visit Seoul channels.
- Interactive events: Online events include a comment contest and a 'Guess the Seoul Night Spot' voice quiz featuring RIIZE and aespa voices.
- Offline activations: Seven physical locations (five Tourist Information Centers and two 'Seoul My Soul' shops) will host missions where visitors can collect campaign merchandise such as posters and photocards.
- International rollout: Campaign films will be shown on outdoor screens in major cities overseas, including Times Square in New York.
- Broadcast: Films will air on CNN across more than 133 countries as part of the global push beginning in October.
- Organizer statements: Seoul Tourism Organization officials described the effort as connecting K‑culture’s influence to broader tourism experiences.
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