'Food hunters' sparks enthusiasm for K-food with 10 mil. views on social media

The Korea Tourism Organization said Wednesday that its "K-Local Food Hunters 33" project surpassed 10 million cumulative views across major digital platforms, including Instagram, TikTok, Xiaohongshu and YouTube.

The organization gathered 33 prominent creators representing 13 countries and regions spanning China, Japan, Southeast Asia, Europe and the Americas for the project, conducted in June, garnering an audience of around 29 million followers.

A captivating video by a Vietnamese creator featuring raw Korean beef claimed the top spot as the most popular content from the major international tourism initiative.

The campaign, which generated roughly 900 social media posts promoting Korea’s diverse regional cuisine and culture, achieved massive global reach by connecting international food culture with authentic travel experiences across the nation.

Divided into groups, the content creators embarked on an immersive five-day, four-night journey across Gangwon, Jeolla and Gyeongsang provinces.

They explored local attractions while sampling signature regional dishes and capturing authent