Seoul is launching a targeted tourism push aimed at capturing an overlooked demographic in one of its most reliable travel markets: Japanese men. The Seoul Tourism Organization unveiled "Seoul Quest" on Wednesday, a campaign structured around mission-based travel videos designed to showcase the Korean capital beyond its traditional K-pop and cosmetics appeal. Featuring Japanese fitness influencer Masso, the series blends high-energy urban activities with local culinary experiences to lure a demographic that official statistics show has lagged behind female visitors. Data from Japan’s Immigration Services Agency and the Korea Tourism Data Lab highlight a stark disparity. While Japanese men travel abroad in nearly equal numbers to women, they accounted for roughly 30 percent of Japanese arrivals in Korea last year. Municipal officials see significant growth potential in closing that gap, particularly as male arrivals from Japan show signs of accelerating. "Japan remains a core market with deep familiarity with Seoul, leading us to focus on the relatively underrepresented demand among Jap