Inje County is getting creative with its tourism push — and it’s doing it right where people live their daily lives: Seoul’s subway stations. By mixing hands-on family programs with subway advertising, the rural county is sparking curiosity and drawing visitors while giving locals a boost in community-minded services.
On the 19th, officials confirmed they’d placed new promotional materials at Yeoksam Station on the 7th. The visuals pop up in restrooms and along station walls — spots commuters pass every day — and feature calming birch-forest imagery so city dwellers can stumble into a moment of nature amid their commute. Yeoksam handles roughly 130,000 riders a day, making it a smart place to reach metropolitan residents who might be looking for a weekend escape.
The installation isn’t just pretty photos — it invites people to interact. A satisfaction board asked, “Did you enjoy Inje County’s nature at Yeoksam Station?” and commuters responded right away. Many wrote, “This makes me want to visit Inje County.” Others commented, “Having Inje photos in the Yeoksam restroom makes it nicer,” and “Seeing birch trees in the restroom makes the environment more pleasant.” The campaign proved that small, everyday touchpoints can nudge big interest.
This isn’t a one-time stunt. Since 2012, Inje has been quietly running promotions across about 30 stations — from Gangnam to Jamsil and Hongdae — building up roughly 400 framed displays and around 80 wrapped sites. This year they added 18 frames and two wraps at Yeoksam, and they’re planning to expand to Gwangmyeong Cheonwang Station next. It’s a gradual, networked approach to urban outreach.
“We wanted to bring Inje’s nature and feeling into the everyday spaces of Seoul subway stations so people could connect with the area in a friendlier, more familiar way,” a county official said. “We’ll keep expanding these everyday promotions so more people will want to visit Inje.”
At the same time, Inje’s Dream Start program ran family experience events under the banner “Dream Exploration Team: Discover Inje’s Hidden Experiences.” Aimed at children and families with limited access to cultural activities, the program focuses on emotional growth and strengthening family bonds through outdoor experiences.
The program met families twice. On the 11th, five families (16 people) joined “A Spring-Scented Wildcress Hunt” in Namjeon 1-ri’s Haetsal Village, gathering wild greens and feeling the shift of the season firsthand — all about slowing down and connecting with nature. Then on the 18th, seven families (18 people) spent “A Sweet Day at the Strawberry Farm” at Berry Sinnam in Nam-myeon, where they picked and tasted strawberries and learned about the value of agriculture.
Parents left smiling. One told organizers, “It was meaningful to sweat and laugh with my child in our beautiful local nature without having to travel far.” The events clearly hit the mark.
Kim Chun-mi Inje County’s head of the Sports and Youth Division said, “I hope the children felt the seasons in nature and made precious memories with their families. We’ll keep offering hands-on activities so kids can grow up happy and connected to their community.”
