Korea Now
The Results
17K
Competition entries
225K
Festival Visitors
3M
Digital Impressions
The problem
Korea’s cultural influence—fashion, beauty, music, art, and cuisine—is global. Yet many young fans engage with K-culture from afar without considering Korea as a travel destination.
The goal was to close that gap by turning cultural enthusiasm into travel intent. The digital experience needed to build awareness and excitement for the event, immerse users in its energy and Korean culture, and connect that inspiration directly to travel opportunities.
The process
The experience had to go beyond event info, immersing users in Korean culture and motivating travel. Early ideas used QR codes to unlock bite-sized music, food, and artifact moments, but logistics forced a pivot.
The AI itinerary generator evolved through several iterations. It began by using user likes, but onsite festival constraints and changes to the site structure required a more guided flow.
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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