
Region guide
Hanok village and Korea's UNESCO city of gastronomy
About Jeonju
Home to the best-preserved cluster of traditional hanok houses, the origin of bibimbap, and a UNESCO Creative City of Gastronomy since 2012.
Curated routes
On screen
K-drama, K-pop MV, and KTO campaigns filmed here.

Wonstein
Jeonju is the spiritual home of pansori, making it the perfect setting for Leenalchi's reinterpretation of the traditional art form. The dancers in colorful attire bounce through the largest cluster of traditional hanok houses in Korea, weaving past Joseon-era shrines, a Romanesque cathedral, and bustling market stalls. The video showcases how the 700-year-old Hanok Village coexists with contemporary street culture, from artisan workshops inside centuries-old buildings to the youth-run food stalls of Nambu Market. Jeonju was also designated a UNESCO Creative City of Gastronomy in 2012.

AI x 11 World-Famous Painters
Released in October 2023 as part of KTO's global tourism campaign, this video reimagines 11 Korean landmarks through the eyes of history's greatest painters, rendered entirely by generative AI. Each scene pairs a destination with an artist whose visual signature mirrors the location's character: Van Gogh's swirling energy for Seoul's neon skyline, Monet's dissolving light for Bulguksa's forest canopy, Klimt's gilded geometry for Cheomseongdae's ancient stones. Trained on over 1,100 original artworks (80,000 iterations each) blended with 1,600+ Korean photographs, the video reached 59 million views within its first month, making it the most-watched of the five-part campaign that collectively surpassed 220 million views in 30 days.
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