To draw K-pop fans beyond Seoul, Korea leverages their 'BIAS'

To draw K-pop fans beyond Seoul, Korea leverages their 'BIAS'

For millions of global music fans, a "bias" is not a prejudice but a favorite K-pop artist. Korea’s tourism officials are betting that the fierce loyalty inspired by these idols can achieve what years of traditional advertising could not: persuade international travelers to venture outside the crowded Korean capital. The Korea Tourism Organization (KTO) announced Wednesday the launch of “BIAS (Be In Artists' Scenes),” a major marketing campaign …