Seoul Launches Tourism Videos with Chef Edward Lee

Seoul, South Korea - The Seoul Tourism Organization has released the first of two promotional videos featuring chef Edward Lee as part of an international marketing effort to attract visitors to South Korea's capital.

The initial video appeared on the organization's YouTube channel, VisitSeoul TV.

A second video is scheduled for release on June 11. NBCUniversal co-produced both videos and will broadcast them on its networks in North America, Europe, and Asia.

Lee, who serves as Seoul's Honorary Ambassador, visited restaurants and food markets throughout the city for the first video. 

The production documented stops at Noryangjin Fish Market, Gwangjang Market, and various local restaurants and street vendors.

The chef appeared on Bravo's "Top Chef" television program and Netflix's "Culinary Class Wars." 

The "Top Chef" series has received Emmy, James Beard, and Critics' Choice awards.

The second video captures Lee's activities at several locations in Seoul. 

These include riding a tram near Changgyeonggung Palace, hiking Bugaksan Mountain, walking through the Insadong area, taking a Seoul Sky Bridge tour, and riding SEOULDAL, a helium balloon attraction at Yeouido Park.

Seoul Tourism Organization plans to distribute the videos through social media platforms alongside the NBCUniversal broadcast schedule. 

The organization did not disclose production costs or projected audience figures.

"Through global celebrity chef Edward Lee, we aim to promote Seoul's charm to international travelers, thereby boosting global tourism demand," a Seoul Tourism Organization official said.

The videos represent Seoul's latest attempt to increase international tourism through celebrity endorsements and media partnerships.