Seok Matthew Named Visit Seoul Ambassador as Met U in Seoul Campaign Begins

ZEROBASEONE member Seok Matthew has been selected as a Visit Seoul ambassador for a new Seoul Tourism Organization short-form campaign titled “Met U in Seoul.” The campaign began its rollout on June 29, 2026, and presents Seoul through a series of videos built around meetings, travel moments, and city experiences. ¹

The campaign title combines Seok Matthew’s name with the phrase “Meet You,” reflecting the project’s theme of encountering Seoul through short-form content. The videos are being released through Visit Seoul’s official social channels, including Instagram, YouTube, and TikTok. ¹

Seok Matthew’s Visit Seoul Ambassador Role

Seok Matthew’s appointment was reported as part of the Seoul Tourism Organization’s campaign with WakeOne, his agency. StarNews reported that WakeOne confirmed his selection as a Visit Seoul ambassador, while Dispatch also reported the June 29 announcement of both the ambassador role and the campaign launch. ^{2 3}

The campaign positions Seok Matthew as a guide to Seoul from a traveler’s point of view. Reported filming locations include Seongsu-dong, Hangang Park, and Seosulla-gil, each used as a backdrop for introducing the city’s atmosphere and travel appeal. ^{4 2}

The Seoul Tourism Organization described the campaign as a way to use contact points with global K-pop fandoms to introduce Seoul’s varied attractions and increase interest in visiting the city. Single List reported that the campaign focuses on showing meetings and experiences across Seoul through video content. ⁵

Gil Ki-youn, chief executive officer of the Seoul Tourism Organization, said he expected Seok Matthew’s “positive energy” and Seoul’s “warm hospitality” to create synergy. ²

Campaign Schedule, Format, and Locations

TBS reported that 12 pieces of “Met U in Seoul” content are scheduled for sequential release from June 29 to July 14, 2026. The planned content includes a teaser, two main episodes, six short-form challenge videos, an interview, and behind-the-scenes material. ⁴

The choice of format places the campaign in the short-form video space, where travel images, personality-driven presentation, and shareable challenges can circulate across social platforms. Dispatch reported that the campaign includes short-form challenges and social media events that global K-pop fans can share. ³

Several reports also highlighted Seok Matthew’s ability to communicate in Korean, English, and French. Dispatch connected that multilingual background with the campaign’s global fan-facing approach, while bnt News reported that the project is designed to convey Seoul’s mood and warm sentiment through visits to city locations. ^{3 6}

The available information does not provide a detailed release timetable for each individual video. What has been confirmed is the overall publication window, the total number of pieces, the major formats, and the official Visit Seoul social channels carrying the rollout.

A K-pop-Focused Tourism Campaign

The campaign is aimed at global K-pop fans as a tourism audience. StarNews reported that “Met U in Seoul” was prepared to raise interest in visiting Seoul among global K-pop fandoms, while Single List reported that the Seoul Tourism Organization is using those fan contact points to present the city’s attractions. ^{2 5}

In practical terms, the campaign links an official city tourism message with creator-friendly formats. The listed content mix includes structured campaign material, such as main episodes and an interview, alongside short-form challenge videos and behind-the-scenes footage. That structure gives the campaign both informational and participatory elements without relying on a single long-form promotional video.

The selected locations also point to a city image built from recognizable urban settings rather than a single landmark. Seongsu-dong, Hangang Park, and Seosulla-gil were repeatedly named across reports as filming backdrops, supporting the campaign’s focus on scenes and experiences across Seoul. ^{4 6}

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