The first-ever collaboration between the Korea Tourism Organization and Netflix, released in July 2025. 'Better Run' reimagines the Squid Game universe as a tourism experience where Pink Guards chase contestants through real Korean streets and landmarks, reframing the country as a destination of excitement and possibility. The video surpassed 27 million views within three days of release, making it one of KTO's fastest-growing campaigns. The promotional concept treats Korea itself as the ultimate escape room, blending Squid Game's tension with the thrill of discovering new places.
Video content used under YouTube embed. Tourism data provided under KOGL Type 1.
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