Louis Vuitton is teaming up with the Korea Tourism Organization and Seoul Metropolitan Government to create content and events aimed at boosting tourism to South Korea. As part of a wider tourism initiative, Visit Korea Year 2023-2024, Louis Vuitton will stage a pre-fall runway show in Seoul on 29 April, on the Jamsu Bridge, which crosses the Han River. It will be Louis Vuitton’s first show in South Korea and the first time it has shown the pre-fall collection on a runway. An online travel guide for Seoul and the Han River will also be available on Louis Vuitton’s City Guide app. South Korea has become increasingly popular thanks to global interest in K-pop stars and Korean pop culture.