Korea Now
The Results
17K
Competition entries
225K
Festival Visitors
3M
Digital Impressions
The problem
Korea’s global cultural influence is undeniable, with its fashion, beauty, music, art, and cuisine captivating audiences worldwide. However, while many young people engage deeply with K-culture from afar, they do not always consider Korea as a travel destination.
The challenge was to bridge that gap—turning cultural enthusiasm into real-world travel interest. The digital experience needed to build awareness, generate excitement for the event, and ultimately inspire users to explore Korea firsthand. This meant creating a platform that not only provided event details but also immersed users in the energy and vibrancy of the event and Korean culture, and linking it directly to travel opportunities.
The process
The digital experience was envisioned as more than just an event hub—it needed to transport users into the energy of Korean culture and inspire travel. Early brainstorming explored interactive QR codes that would open micro-experiences for music, food, and artifacts, but logistical constraints led us in a new direction.
The AI-powered itinerary generator went through multiple iterations, refining how users could explore South Korea based on their interests. Initially, it pulled recommendations based on user likes, but as the site structure evolved to meet the onsite festival constraints, a more guided approach made the most sense.
The final version used a simple questionnaire to build a simple user profile, generating personalized itineraries from the South Korean Tourism Board’s top 100 must-do experiences.
We imagined a site rich with contemporary design, blending motion, background video loops, and parallax effects to create an immersive feel. Content ideas included introductions into Korean music, food, art, and culture, with dedicated sections highlighting the digital artists that would be featured on Outernet London’s massive screens.
The Outcome
The digital experience amplified the festival’s reach, driving high engagement both online and in person.
Heritage meets digital Design
Created in support of a live event in London promoting travel to South Korea, the project combined cultural authenticity with contemporary energy — a design approach that resonated with thousands on site and millions online.
Hover States
The buttons were given a fun and unique interaction that invoked the comic art style of Korean manhwa (만화).
From the Event
The Outernet — London, UK
Contact
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