A PR expert and professor at Sungshin Women's University in Seoul has compiled a guidebook promoting Korea and distributed 10,000 copies in London during the Olympics. Seo Kyoung-duk's pamphlet features leading girl band Girls' Generation.
Koreans studying in London and travelers volunteered to distribute the pamphlets at major tourist spots in central London including Piccadilly Circus, Hyde Park, Trafalgar Square and the British Museum on Tuesday and Wednesday. "As tourists from all over the world have gathered in London to watch the Olympics, I thought it was a perfect opportunity to promote Korea," Seo said.
The pamphlet provides information about the country's five key cultural assets -- the Korean alphabet (hangeul), traditional dress (hanbok), traditional houses (hanok), traditional cuisine (hansik) and traditional paper (hanji).
"Amid the growing popularity of K-pop, I felt there was a need for more materials introducing Korean culture," Seo said. "We included Girls' Generation in the guide to draw the attention of fans around the world." He also used environmentally friendly paper and took special care with the design to make the pamphlet something that people want to keep.
"There are a lot of K-pop fans in London, so I designed it in a way that makes it worth collecting for K-pop fans," Seo said. "Featuring Girls' Generation was part of the strategy. I wanted it to be different from the many free guides out there.
Seo plans to publish it in other languages including Spanish and Chinese and distribute it wherever big international events take place.