Madrid Turismo targets Korean market with new celebrity ambassadors

Madrid Turismo targets Korean market with new celebrity ambassadors

Four new travel influencers were unveiled at ceremony in Madrid

Madrid’s tourist board has appointed four famous South Korean personalities as international ambassadors to promote the city’s lifestyle, cuisine, culture and heritage.

The quartet are Cho Yeo-Jeong, known for her appearances in films such as Parasite and The Concubine; Kim Joo-Ryung, famous for her role in the Netflix series Squid Game; Jeon Changa, global brand ambassador for Boss and model for MAC; and fashion designer Danha, known for being the creator of the wardrobe of the K-pop group Blackpink.

Madrid Turismo by Ifema Madrid appointed the four stars in a ceremony at the city’s historic Palacio de Santoña.

It means they have become the first international ambassadors of a joint project by the regional government of Madrid, Madrid City Council and Ifema Madrid – which is a trade fair organiser formed by the Community of Madrid, Madrid City Council, the Chamber of Commerce and Industry and the Montemadrid Foundation.

Madrid hopes to appeal to Korean markets

As part of their role as ambassadors, the stars have explored the highlights and landmarks in the Spanish capital, as well as visiting the Mercedes-Benz Fashion Week Madrid.

During the ceremony at Palacio de Santoña, the ambassadors received a traditional Spanish cape from Madrid tourism bosses.

The ceremony was hosted by Yolanda Perdomo, director of Madrid Turismo by Ifema Madrid, and Lara Benito, a singer, model and actress from Madrid who is famous in South Korea.

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