Seoul’s Massive Impact on Malaysia: How ‘Seouliday’ Is Winning Hearts Across Southeast Asia!

Kuala Lumpur, Malaysia’s vibrant capital, recently hosted the exciting “Seoul My Soul in Kuala Lumpur” tourism-promotion event at Fahrenheit88 shopping mall, a key location in the city center. Seoul Mayor Oh Se-hoon visited the city on Sunday, December 7, marking a significant moment for both Korean-Malaysian relations and the Hallyu wave. The event, which attracted over 1,000 attendees, showcased Seoul’s strengths as a global cultural hub through engaging and immersive activities. The city’s tourism sector is increasingly targeting visitors who are not only seeking traditional sightseeing but are also attracted to cultural experiences that represent Seoul’s unique appeal.

The “Seouliday” Experience: A Celebration of Seoul’s Culture

The Seoul Metropolitan Government and the Seoul Tourism Organization joined forces to bring the “Seouliday”experience to life, offering an interactive event designed for the MZ generation (Millennials and Gen Z). The event allowed attendees to experience a holiday in Seoul, without having to leave Kuala Lumpur. The experience spanned multiple zones featuring K-beauty, K-food, Seoul brand merchandise, and live performances, creating a dynamic environment that represented the best of Seoul’s lifestyle.

The K-Tigers Taekwondo Performance, local cover dance teams, and various social media participation events drew enthusiastic responses, with visitors engaging directly with the cultural offerings. The event’s K-makeup show, featuring local influencers, quickly became one of the highlights, attracting large crowds and providing an opportunity for Seoul’s beauty industry to connect with local audiences. Additionally, photo booths featuring Seoul’s official character Haechiand Jennie, the Seoul tourism promotional model, gave attendees the chance to take memorable photos, while K-snack tastings and giveaways added to the excitement.

Mayor’s Surprise Appearance and the Seoul Goods Christmas Tree Lighting

A key moment in the event was Mayor Oh’s surprise appearance during the Seoul Goods Christmas Tree Lighting Ceremony. As the lights illuminated a giant Christmas tree, images of iconic Seoul landmarks, such as Namsan Seoul Tower and Dongdaemun Design Plaza (DDP), were projected onto the screen, evoking loud cheers from the excited local audience. The festive atmosphere carried through to the K-pop point choreography session, where participants learned popular dance moves. This interactive activity allowed fans to further immerse themselves in Seoul’s cultural landscape, bringing the energy of the K-pop scene to the heart of Kuala Lumpur.

Strengthening Ties Through Alumni Connections

Before attending the event, Mayor Oh also met with AGIKO, Malaysia’s largest Korean-study alumni association. This professional network, which comprises 2,900 alumni who have graduated from Korean universities, plays a crucial role in strengthening the ties between Korea and Malaysia. During the meeting, Mayor Oh expressed his gratitude to the alumni for their continued contributions to fostering goodwill and cooperation between the two nations.

As part of the gathering, alumni shared stories of how their experiences in Seoul shaped their careers and personal growth. Mayor Oh emphasized the importance of maintaining strong connections with this dedicated community, which serves as a bridge for collaboration across various sectors, from business to education and cultural exchange. Looking ahead, the Seoul Metropolitan Government plans to continue working closely with alumni communities in Malaysiaand around the world to further enhance the city’s global human network.

The Growing Appeal of Seoul for Malaysian Tourists

The success of the “Seouliday” event comes as tourism demand from Malaysia continues to rise. Malaysian arrivalsto South Korea reached 215,000 in 2025, marking an 84% recovery of pre-COVID levels. This growth reflects the increasing interest in South Korean culture, particularly through the Hallyu wave, which has captivated audiences globally. According to a recent KOFICE (Korean Foundation for International Cultural Exchange) survey, over 80% of Malaysian respondents expressed favorable views of Korean popular culture, with an average weekly consumption of K-content exceeding the Asian regional average.

As Korean culture continues to gain popularity in Malaysia, there has been a notable rise in the demand for free independent travel (FIT), particularly among Malaysian families and friend groups. Seoul is seen as a premier destination for those eager to explore K-pop, K-drama, and K-beauty, with the city offering both affordable travel options and luxury experiences for all types of visitors. As the Hallyu wave expands, Seoul aims to attract even more Malaysian tourists through localized marketing campaigns designed to highlight the city’s diverse offerings.

Expanding Tourism Marketing for Future Growth

Gil Ki-yeon, CEO of the Seoul Tourism Organization, shared his thoughts on the potential for Malaysia to become a key market for Seoul tourism. He emphasized that Malaysia’s growing interest in Hallyu and the increasing demand for independent travel make it a strategic focus for Seoul’s tourism campaigns. The “Seouliday” event is a prime example of how experiential marketing can effectively engage local audiences, allowing them to directly experience what Seoulhas to offer without needing to travel to the city.

Moving forward, the Seoul Metropolitan Government plans to continue strengthening these experiential marketing efforts, focusing on interactive campaigns and activities that communicate directly with audiences in Malaysia and other regions. By doing so, Seoul can maintain its competitive edge in the tourism market and remain a top choice for travelers from Southeast Asia.

The Growing Importance of Cultural Diplomacy

The “Seouliday” event in Kuala Lumpur represents more than just a promotional campaign for Seoul—it is part of a larger effort to strengthen cultural diplomacy and foster global connections. Through initiatives like these, Seoul is not only promoting tourism but also building long-lasting relationships with international communities, ensuring that the city remains an influential cultural hub in the years to come.

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