RESCENE Appointed as Gyeongju Tourism Ambassadors Following Success in Geoje and Suwon

Girl group RESCENE is set to become the new face of the historic and cultural city of Gyeongju. As the global influence of K-pop artists combines with unique local cultural assets, a new urban promotion strategy targeting the younger generation and international tourists is expected to begin in earnest.

Gyeongju City announced on the 29th that it has appointed RESCENE members WONI, Liv, Minami, May, and ZENA as Gyeongju Tourism Ambassadors. Moving forward, RESCENE will participate in various online and offline promotional activities to introduce the charm of Gyeongju's thousand-year history, cultural heritage, and tourism content to fans both domestically and abroad.

At the center of this selection is member ZENA, who is a native of Gyeongju. Throughout the group's activities, ZENA has consistently expressed her affection for her hometown while communicating with fans. In particular, she appeared on member WONI's personal YouTube channel content, showcasing the Gyeongju dialect and the friendly local atmosphere, earning the nickname 'Silla Princess' among fans and building a strong local image.

Beyond just being a native resident, Gyeongju City expects new promotional effects as ZENA's local-friendly character combines with RESCENE's global fandom. The strategy aims to expand the city's image—which was previously consumed primarily around cultural properties and traditions—into a young and dynamic tourism city utilizing K-pop and digital content.

A Gyeongju City official explained, "As K-pop has established itself as a global cultural content, we needed a promotional method that could reach the younger generation and international tourists more closely. We determined that RESCENE, which possesses both regionality and mass appeal, is suitable for promoting the charms of Gyeongju."

In particular, based on their domestic and international fandom, RESCENE plans to introduce not only Gyeongju's historical and cultural heritage but also its festivals, tourist attractions, and hidden local charms through various types of content. This holds significance as a new form of 'cultural marketing' where idols and local culture combine, going beyond being simple promotional models.

Recently, local governments have been shifting away from methods that only utilize famous recognition toward utilizing individuals with regionality and stories as promotional resources. In the case of RESCENE, the presence of a regional link through ZENA combined with the group's global scalability is expected to have a positive effect on creating a new brand image for Gyeongju.

Mayor Joo Nak-young of Gyeongju City stated, "It is very meaningful to work with RESCENE, which includes our Gyeongju native ZENA. We expect RESCENE, with their young and fresh charm, to serve as a bridge in promoting Gyeongju's global tourism resources."

Following their activities as ambassadors for Geoje and Suwon, RESCENE is building a new image as 'regional coexistence idols' through their appointment in Gyeongju. They are also scheduled to make a comeback on July 8 at 6 PM with the release of their remake single 'Pretty Girl'.