The commercials showcase the group members venturing into traditional markets to savor "gimbap" dipped in "tteokbokki" broth, enjoying cups of "ramen" after a hike and recommending indulging in "chungmu gimbap" at the beach.

They also encourage viewers to explore hidden gems by traveling to rural towns, visiting trendy cafes and taking courses in traditional mother-of-pearl craft, a unique aspect of Korean design.

The KTO also plans to display the commercials on major billboards in 14 cities worldwide, including New York, Tokyo, Shanghai, Bangkok, Dubai and Mexico City, until October.

sshim@yna.co.kr
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