![Park Bum-jin, executive director of Ottogi (left), and Lee Hak-joo, deputy executive director of the international tourism division of the Korea Tourism Agency, sign a business agreement to attract overseas tourists using Korean cuisine and pose for a photo. [KOREA TOURISM ORGANIZATION]](https://koreajoongangdaily.joins.com/data/photo/2024/05/13/5a5f628c-aba6-46f9-bca3-6d014881e89a.jpg)
Park Bum-jin, executive director of Ottogi (left), and Lee Hak-joo, deputy executive director of the international tourism division of the Korea Tourism Agency, sign a business agreement to attract overseas tourists using Korean cuisine and pose for a photo. [KOREA TOURISM ORGANIZATION]
Local processed food conglomerate Ottogi and the Korea Tourism Organization (KTO) have partnered to leverage K-food’s global appeal to attract overseas tourists.
The two sides signed the agreement on Monday at Ottogi’s test kitchen, Okitchin Studio, in Gangnam District, southern Seoul. The agreement outlines the creation of a joint venture that will include Korean food-related campaigns, digital content, and online and offline events.
Mr. Ottogi and KTO have worked together in the past. Last year, they collaborated on a government tourism program called “Ottogi at the Hotel Door” (translation). Around 300 Japanese tourists reportedly visited South Korea.
The South Korean government will also promote Korean cuisine made with Ottogi products at the 2024 Tourism Expo to be held in Tokyo in September, and will promote dishes targeting Japanese tourists at the O Kitchen Studio Busan branch scheduled to open later this year. We are planning to hold a class.
“Through this business partnership, we aim to create new media.” [for foreigners] Lee Hak-joo, executive vice president of KTO’s international tourism division, said, “We want to take advantage of K Food’s growing position overseas and usher in a new era of Korean tourism that attracts more than 20 million people overseas.” Visitor. ”
![“Ottogi” pop-up in Mapo-gu, western Seoul [KOREA TOURISM ORGANIZATION]](https://koreajoongangdaily.joins.com/data/photo/2024/05/13/04e3ecd0-9610-4df5-bcd1-892c2ae878dc.jpg)
“Ottogi” pop-up in Mapo-gu, western Seoul [KOREA TOURISM ORGANIZATION]
Best known in South Korea for its instant curry, Ottogi is also actively expanding its business overseas, particularly in the United States and Southeast Asia through its instant noodle products.
A pop-up is currently being held in Mapo-gu, western Seoul, until June 3rd in collaboration with local design store Object.
Written by Li Jiang [lee.jian@joongang.co.kr]
