NewJeans approaches their role as cultural ambassadors by actively promoting Korean culture and tourism through various activities. They were appointed as honorary ambassadors for Korean tourism, which involves working closely with the government and tourism organizations to showcase the beauty and charm of Korea to a global audience. This role includes appearing in promotional videos that highlight traditional Korean experiences, such as visiting markets and enjoying local cuisine, which are then displayed on billboards in major cities around the world.
As ambassadors, NewJeans also engage with fans and listeners by sharing their own experiences and recommendations about Korea, which helps to create a personal connection with potential visitors. Their goal is to inspire young people worldwide to visit and experience the real Korea, leveraging their influence as a popular K-pop group to boost tourism and cultural exchange.
NewJeans’ approach is not just about promoting tourism but also about sharing Korean culture through music, fashion, and lifestyle, which they achieve by incorporating elements of Korean aesthetics into their performances and public appearances. By doing so, they contribute to the global popularity of Korean culture, often referred to as the “Hallyu” wave, which has significantly increased interest in visiting South Korea.