Extensive research by the Korea Tourism Organization has produced the country's first tourism brand. Called "Korea, Sparkling," the brand is aimed at promoting the country as an international travel destination, and will be used in tourist brochures and products and at cultural events.

An event celebrating the launch of Korea’s new tourism campaign "Korea, Sparkling" was held in front of the Korea Tourism Organization in Jung-gu, Seoul on Tuesday.

Nation-branding guru Simon Anholt is the man behind the project using surveys of nine tourism experts and 8,000 people in 17 countries to come up with the final logo.

The winning name and logo were selected from more than 700 candidates. The logo's two windows represent Korea's traditions and future.

"I believe the launch of 'Korea, Sparkling' will increase global awareness of the country. I expect the tourism brand to help attract seven million foreign visitors this year, and up to 10 million by 2010," said Kim Jong-min, CEO of the Korea Tourism Organization.

"Sparkling" refers to the lively and refreshing energy of the Korean people as well as their passion that visitors can feel by traveling the country.

Performances at the brand launching event on Tuesday featured a blend of traditional and contemporary performances such as hand drumming and breakdancing.

The Korea Tourism Organization will launch programs to promote the new brand in major cities worldwide.

Arirang News