Hanoi (VNA) – Deputy Minister of Culture, Sports and Tourism Ho An Phong on July 25 presented a certificate of merit from the Minister of Culture, Sports and Tourism to Lee Chang Kun, Vietnamese Tourism Ambassador to the Republic of Korea (RoK), in recognition of the letter’s outstanding contributions to promoting Vietnamese tourism and image among people of the RoK—one of Vietnam’s top tourist source markets.
A 31st-generation descendant of King Ly Thai To, Lee was first appointed to the post in 2017 and reappointed for a second term in 2021. In 2019, he set up an office of the Vietnamese Tourism Ambassador in the RoK, operating entirely through private funding.
Under his leadership, the office has carried out diverse initiatives, including communications campaigns, roadshows, and business-to-business connections, helping link Vietnamese localities with Korean partners and authorities. His efforts have left a significant mark across all areas of Vietnam’s tourism promotion in the RoK.
In addition to coordinating famtrip and press trip tours, Lee has actively supported dozens of Vietnamese localities—including Nha Trang, Da Lat, Quang Nam, Binh Thuan, and Khanh Hoa—in their promotional efforts in the Korean market. His work also extends to television promotions and facilitating partnerships among travel companies.
Driving innovation in digital tourism promotion
A pioneer in digital tourism promotion, Lee has spearheaded initiatives such as a tax refund collaboration with Korea IT Cooperation Centre (KICC), development of an international QR payment system, the digitalisation of promotional materials in Korean, and content personalisation for target visitor segments. His campaigns have not only popularise Vietnam’s appeal but also precisely met the tastes and expectations of Korean tourists, helping boost visitor numbers to Vietnam’s top destinations.
Despite a competitive post-pandemic environment, Lee played a key role in increasing the flow of Korean tourists to Vietnam in 2024. He partnered with major Korean broadcasters like MBN, SBS, and EBS to co-produce highly creative and tailored tourism programmes, effectively introducing Vietnam’s beautiful landscapes and warm hospitality to Korean viewers.
New action plan
During his new term from now until 2029, Lee has pledged to effectively operate the office of the Vietnamese Tourism Ambassador in mthe RoK.
The annual Vietnam Tourism Roadshows will be held across major Korean cities, serving as a platform to introduce tourism, investment, and trade opportunities in Vietnam. These events will be backed by targeted digital campaigns in Korean, including the production of customised brochures, promotional videos, travel websites, and tourism maps. Social media engagement and official online platforms such as SNS and landing pages will also be strengthened to enrich experiences for Korean visitors.
In a bid to attract more Korean travellers to Vietnam, he plans to invite leading Korean influencers, key opinion leaders (KOLs), and media outlets to participate in famtrip and presstrip programmes. These visits will showcase Vietnam’s emerging travel offerings, particularly in high-end golf tourism, wellness retreats, cultural heritage experiences, and MICE tourism.
One of the signature projects in the new term is the acceleration of the film project “Truyen thuyet ve Hoang tu bi lang quen”(Legend of a forgotten prince), a movie on Prince Ly Long Tuong – his ancestor. The film aims to strengthen ties among overseas Vietnamese worldwide, estimated at over 5 million people, and connect younger generations with their Vietnamese roots.
Lee suggested establishing a Vietnamese culture centre in the RoK which will serve as a place for showcasing Vietnamese culture, cuisine, language, and tourism. The centre is envisioned as a bridge for cultural, educational, tourism, and investment ties between the two countries.
He also intends to build broader partnerships with Korean associations, local governments, businesses, and institutions across fields such as technology, health, media, and education./.
