Smile Donghae ya! Smile Ji Chang Wook! Our smiley actor attended a “K Smile Campaign” event in Myeongdong, Seoul today.
The K Smile Campaign is a kindness campaign targeted at all citizens of South Korea. Despite not being an official ambassador of the campaign, Ji Chang Wook attended the event as a citizen of South Korea to raise awareness of the campaign.
His agency said, “As an individual working in the Hallyu industry, Ji Chang Wook attended the event to lend some support so as to create a hospitable environment for foreign tourists and spread the culture of kindness across the country.”
Organised by the Ministry of Culture, Sports and Tourism, the K Smile Campaign launching event was held at KEB Hana Bank Plaza in Myeongdong at 2pm today. The event was attended by close to 200 people including Mr Kim Jong Dok, minister of the Ministry of Culture, Sports and Tourism, Mr Park Sam Koo, head of the Visit Korea committee and chairman of Kumho Asiana Group, participating members of the K Smile Campaign, F&B staff, taxi drivers, flight crew and other individuals in the tourism industry.
The event was meant to improve the image of South Korea for tourism, and to increase the level of satisfaction among foreign tourists. According to data from the 2013 World Economic Forum, South Korea’s tourism hospitality level was ranked at a low of 129 among 141 countries.
By upgrading service education and training with focus on accommodations, transport, dining, shopping and other tourist facilities, the kindness campaign seeks to improve service consciousness and establish a culture of kindness throughout the country for the success of the “2016-2018 Visit Korea Year” and the 2018 Pyeongchang Winter Olympics.