The Chaebol Heir the President Praised in Public: Why Lee Boo-jin Became Chair of 'Korea Visit Year' and the Blueprint for Korea's Tourism 2027–2029
President Lee Jae-myung publicly praised Lee Boo-jin, president of Hotel Shilla, as the chair of 'Korea Visit Year' at the Expanded National Tourism Strategy Meeting at Cheong Wa Dae. This article analyzes the structural significance of a third-generation chaebol heir leading a national tourism campaign and the impact the 2027–2029 Welcome Korea campaign will have on Korea's tourism industry.
Why you should read this now: A third-generation Samsung heir has become the face of a national tourism campaign. With President Lee Jae-myung's public endorsement, the shape of the 2027–2029 'Korea Visit Year' is coming into sharp focus.
TL;DR
- Lee Boo-jin, president of Hotel Shilla, is serving as chair of the '2027–2029 Korea Visit Year' organizing committee
- At the 11th Expanded National Tourism Strategy Meeting at Cheong Wa Dae on February 25, 2026, President Lee Jae-myung praised her publicly
- The brand and diplomatic significance of a third-generation chaebol heir heading a public-private tourism strategy is drawing attention
- Expanding customized content for foreign visitors and improving regional tourism infrastructure are the key challenges
The Facts: What Happened
On the afternoon of February 25, 2026, the 11th Expanded National Tourism Strategy Meeting was held at Cheong Wa Dae, chaired by President Lee Jae-myung. At the meeting, President Lee publicly praised Lee Boo-jin — president of Hotel Shilla and organizing committee chair of 'Korea Visit Year' — saying he was "particularly grateful" for her contributions.
Committee Chair Lee stated at the meeting: "We will prepare without a hitch for the large-scale welcome campaign 'Korea Visit Year,' which runs from 2027 to 2029," pledging to "promote customized content tailored to each nationality and demand."
Why It's Going Viral: The Spread Mechanism
This scene is drawing attention because it is far more than a routine 'tourism meeting.'
- Third-Generation Chaebol × National Campaign
It is unprecedented for Lee Boo-jin — a third-generation member of the Samsung family — to officially chair a government-led campaign. While the perception of chaebol-government cooperation had long been associated with backroom lobbying, this time the heir appeared front and center in the Cheong Wa Dae conference room.
- The President's Public Praise
It is rare for a president to publicly praise a specific private sector committee chair during a meeting. This is widely read as a signal that the government intends to formally leverage Lee Boo-jin's brand assets and global network as resources for tourism diplomacy.
- Soft Power Strategy After BLACKPINK and BTS
After K-Pop content drove demand for visits to Korea, the Korean government faced the task of building a more systematic 'welcome campaign.' Hotel Shilla's global hospitality expertise under Lee Boo-jin's leadership is being deployed to meet this need.
Context and Background: Why Lee Boo-jin Is the Right Person
"Hotel Shilla is where the first impressions of foreign VIP guests visiting Korea are made."
The key point is that Lee Boo-jin's role is not that of a simple brand ambassador but of an organizing committee chair.
- Global Brand Sensibility: Hotel Shilla has accumulated decades of experience in the Asian, Middle Eastern, and European VIP markets through its duty-free and hotel businesses.
- Network: Collaboration channels with luxury brands, airlines, and global travel agencies are assets that can be immediately mobilized for a national tourism campaign.
- A Public Figure Without Controversy: In recent years, Lee Boo-jin has focused solely on management without any legal issues, making her a low-risk choice as the face of a government campaign.
What Is 'Korea Visit Year'?
Korea Visit Year is a national project designed to intensively attract foreign tourists over the 2027–2029 period. It aims to be a far more long-term and systematic campaign than past examples (2010–2012), and the Lee Jae-myung administration positions it as the most important means of earning foreign currency after exports.
Core strategies:
- Expanding tourism routes connecting the Seoul metropolitan area and regional airports
- Developing customized content by nationality and demand (Southeast Asia / Middle East / Europe, etc.)
- Integrated packages linking Korean cultural heritage (K-Heritage) with K-Pop, K-Beauty, and K-Food
Outlook: How Long Will This Last?
Short-term (~2026): As Lee Boo-jin's official activities gain momentum, positive effects are expected on Hotel Shilla's stock price and tourism-related shares. The duty-free industry also anticipates benefits from an increase in foreign visitors.
Medium-term (2027–2029): The tangible results of the welcome campaign will be tallied three years from now. If successful, Lee Boo-jin could establish herself as a model case of public-private cooperation, strengthening both her political and economic standing simultaneously.
Risks: The close relationship between the Samsung family and the government could escalate into controversy over preferential treatment. Additionally, if improvements to regional tourism infrastructure do not come first, the risk of continued over-concentration in the Seoul metropolitan area remains.
Checklist: Next Events to Watch
Reference Links
- Lee Boo-jin beside President Lee… "Korea Visit Year preparations on track" - Yonhap News TV
- Lee Boo-jin attends Cheong Wa Dae Tourism Strategy Meeting - Chosun Ilbo
Image credit: Cheong Wa Dae — Wikimedia Commons, CC BY-SA 3.0