Seoul Mayor Oh Se-hoon recently embarked on a trip to Kuala Lumpur to position Seoul as a prominent center for K-culture, engaging with fans and tourists at the ‘Seoul My Soul’ event at Fahrenheit88 shopping mall.

The occasion attracted over 1,000 Malaysian attendees, emphasizing Seoul’s lifestyle allure through K-pop, beauty, and food experiences aimed at the MZ generation.

The ‘Seouliday’ program, orchestrated by the Seoul Metropolitan Government and Seoul Tourism Organisation, was designed to emulate a Seoul-themed holiday experience, featuring hands-on zones and performances such as a K-beauty showcase, K-food tastings, and a Taekwondo demonstration. Mayor Oh made a surprise appearance at the Seoul Goods Christmas Tree Lighting Ceremony, welcomed with enthusiastic applause.

Tourist arrivals from Malaysia to Seoul have rebounded to over 90% of pre-pandemic levels, with 215,000 visitors recorded as of September this year. The Seoul Metropolitan Government plans to intensify its marketing strategies in Malaysia, recognizing it as a vital market with a keen interest in Hallyu culture. According to a survey conducted by the Korean Foundation for International Cultural Exchange, more than 80% of Malaysian respondents expressed positive views towards Korean pop culture.

Additionally, Mayor Oh interacted with members of AGIKO, Malaysia’s largest Korean-study alumni association, to discuss ongoing collaborations and exchange initiatives. He highlighted the essential role of the alumni as goodwill ambassadors and voiced pride in their contributions to Malaysian society. The Seoul Metropolitan Government strives to enhance its global human network through partnerships with alumni communities across the globe.