South Korean actress Kim Hye Yoon has taken on a new international role after being officially appointed as Taiwan's tourism ambassador for the South Korean market, with four promotional videos introducing travelers to different destinations across Taiwan.
On October 21, the Taiwan Tourism Administration held an appointment ceremony and campaign video screening at Leica Cinema in Yeonhui-dong, Seoul.
The event was attended by Kim Hye Yoon and Taiwan Tourism Administration Director-General Chen Yu Hsiu, who presented the actress with her official certificate of appointment.
As Taiwan's new tourism ambassador, Kim Hye Yoon will help introduce the country's travel destinations, culture, and experiences to South Korean audiences.
The appointment also marks another international achievement for the actress, whose popularity has grown beyond South Korea following her successful television projects.
Alongside the announcement, the Taiwan Tourism Administration unveiled four promotional videos featuring different sides of Taiwan under the campaign theme “Taiwan, Satisfaction Anytime, for Everyone.”
The campaign highlights destinations and travel experiences designed to appeal to visitors with different interests.
Among the featured locations is Tainan, known for its historical attractions and local food. The videos also introduce Sun Moon Lake in Nantou, where travelers can experience Taiwan's natural scenery.
Kaohsiung is presented as a destination for city exploration and workations, while Taiwan's southern coastline is highlighted for outdoor activities and coastal experiences.
Through the four videos, the campaign aims to show that Taiwan offers more than traditional sightseeing, with options ranging from cultural trips to nature-focused vacations.
The Taiwan Tourism Administration explained that Kim Hye Yoon was selected partly because of her popularity in Taiwan following the success of the Korean drama Lovely Runner.
Her bright and approachable image was also considered suitable for connecting with travelers across different age groups.
The actress previously visited Taiwan in August 2024 for a fan meeting, giving her another opportunity to connect with local fans after gaining international recognition through her acting career.
With her new ambassador role, Kim Hye Yoon will now represent Taiwan's tourism campaign specifically aimed at encouraging South Korean visitors.
The tourism administration also plans to expand its promotional efforts beyond its traditional target audience of women aged 20 to 39.
Future campaigns will also focus on families and solo travelers, encouraging visitors to explore different regions and consider returning to Taiwan for new experiences.
As part of these efforts, the administration introduced a separate campaign aimed at repeat visitors, offering another way to promote travel to the country.
Kim Hye Yoon's appointment, together with the release of four new campaign videos, is expected to strengthen Taiwan's tourism promotions in South Korea.
The collaboration highlights the actress's growing international influence, as her popularity from Lovely Runner now extends into an official tourism ambassador role beyond the entertainment industry.
