Seoul pulls tourism ads from American market

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Seoul has decided to stop using a controversial tourism marketing poster series in New York City after the content was linked to sex tourism, according to the Korea JoongAng Daily.

The advertising poster for Seoul in NYC. /Korea JoongAng Daily Photo

The ads depicts the silhouette of a woman wearing a traditional Korean dress, Hanbok, against the backdrop of the South Korean capital's well-known tourist attractions, Gyeongbokgung Palace, Gwanghwamun and Dongdaemun Design Plaza, while holding the goreum bow on her chest. At the bottom, a line reads “Unforgettable Experience in Seoul.”

Some S. Korean critics claimed the ads may give people the impression that the woman is about to take off her clothes and may leave people a distorted impression of the country's females.

As to the tagline about an "Unforgettable Experience," some said those words coupled with the female figure could mislead people into thinking about a sex tour in Seoul.

Another ads. /Asiana Airlines Photo

“The female figure is always limited to the traditional one and the line together with the shots misled audience,” an unnamed female politician said.

According to JoongAng Daily, the Seoul government is revising the ad and will launch another series.

An advertisement for Seoul in NYC. /Korea JoongAng Daily Photo

“Due to time pressure, we did not give any suggestive advice to the design company nor submit the ad to evaluation,” Soul government admitted and is going to invite a panel of experts to evaluate its new ads in order to avoid sex discrimination.

The Seoul government stated in a press release earlier that Seoul and New York City will jointly market their tourism for one month. Seoul is going to display its ads all throughout New York City which are expected to atrract 60 million locals to visit Seoul, and reciprocally, Seoul will run ads promoting New York City tourism at home.