The Seoul Metropolitan Government and the Seoul Tourism Organization (CEO Kim Byung-min) have appointed RIIZE and aespa's Karina and Winter as honorary ambassadors for Seoul tourism in 2026, and have been running the global campaign “Absolutely in Seoul” since September 23. Under the message “the place where the unusual becomes natural,” this year's campaign is built around “Seoul Syndrome,” a coined term for missing the daily life and culture experienced in Seoul even after the trip and wanting to return. The campaign film opens with news footage reporting that Seoul Syndrome is appearing around the world; figures from an old painting of Taoist immortals then appear in modern Seoul, and Karina, Winter and the RIIZE members, reimagined as modern-day immortals, use their powers to spread the syndrome across the city. It portrays Seoul's attractions such as food, beauty, night tourism and K-culture in a fantasy style. The videos are being released in sequence on Visit Seoul's YouTube and social media channels, starting with a teaser on September 23. There is also an event inviting viewers to comment on the Seoul Syndrome they relate to most, and a “Voice Quiz” in which fans guess the night-tourism spot the artists name in unison. From mid-October, visitors who complete a mission at one of five Seoul Tourist Information Centers — including the Tourism Plaza, Myeongdong, Incheon Airport Terminals 1 and 2, and Gimpo Airport — or at the Seoul My Soul Shop branches at Gangnam Station and Yeouido Hangang Park can receive campaign posters and photo cards of the artists. From October the campaign expands overseas, with the video shown on outdoor media in major cities including New York's Times Square and broadcast to more than 133 countries via CNN. Seoul Tourism Organization CEO Kim Byung-min said the campaign is meaningful in linking the global influence of K-culture with Seoul's diverse tourism content so that people around the world want to experience Seoul firsthand, and that the organization aims to bring forward the era of 30 million foreign visitors.