French luxury fashion house Louis Vuitton has partnered with the Korea Tourism Organization and the Seoul Metropolitan Government to promote Korean tourism as part of a wider campaign called “Visit Korea Year 2023-2024.” This partnership will be kickstarted through Louis Vuitton’s pre-fall runway show in Seoul on April 29, which will take place on the Jamsu Bridge and capitalize on the strengthening connections between luxury fashion and K-pop. South Korea tourism has seen a significant increase in recent years, with more than 17 million visitors in 2019, generating over $20 billion in revenue. South Koreans are now the biggest spenders on luxury goods globally, with spending on luxury goods in the country increasing by 24% in 2022. Louis Vuitton’s decision to stage a runway show in Seoul is a clear indication of the brand’s commitment to this market, and with the Korean government’s initiative, we can expect to see more partnerships like this in the coming years, further boosting South Korea’s tourism and luxury industries.