從「臺灣感性」的情感行銷看韓國對臺灣的文化想像──以「浪漫就在你身邊」為例

The cultural imagination of Taiwan in South Korea through the emotional marketing of ''Taiwanese sensibility'' - Taking ''Romance is around you'' as an example

「我們的日常，是外地人一見傾心的風景。」近年來「臺灣感性（#대만감성）」在臺韓掀起大量討論、蔚為風潮。從在韓國取得高票房的臺灣電影開始，不僅知名韓團專輯來臺拍攝取景，綜藝節目與旅遊頻道也紛紛來體驗臺灣之旅，韓國知名藝人更在臺灣街頭各處打卡，讓臺灣成為韓國人旅遊朝聖的口袋名單，帶動韓國觀光客入境人次。自2022年起韓國已經躍升來臺旅遊人次前三名的國家，交通部觀光署2024年韓國市場臺灣觀光宣傳影片「浪漫就在你身邊」以「臺灣感性（#대만감성）」為主題，邀請當年度的臺灣觀光代言人圭賢拍攝，讓圭賢以韓國旅人視角走訪臺灣的各個角落，透過情感行銷與自我投射行銷吸引韓國觀光客親自來臺旅遊。本文將結合觀光打卡之消費與實踐、韓國社會的內在秩序以及臺灣感性的鏡頭美學進行文本分析，一探「浪漫就在你身邊」的影像敘事與行銷邏輯。

'Our daily life is a landscape that foreigners fall in love with at first sight.'' In recent years, ''Taiwanese sensibility'' has sparked a lot of discussion and has become a trend in Taiwan and South Korea. Starting with Taiwanese movies that have achieved high box office in South Korea, not only have well-known Korean groups come to Taiwan to shoot albums, but variety shows and travel channels have also come to experience the Taiwan trip. Famous Korean artists have also checked in at various places on the streets of Taiwan, making Taiwan a pocket list for Koreans to travel and pilgrimage, driving the number of Chinese tourists to enter the country. Since 2022, South Korea has jumped into the top three countries in terms of the number of tourists to Taiwan. The Tourism Administration of the Ministry of Transportation and Communications' 2024 Taiwan Tourism Promotional Video ''Romance is Around You'' in the Korean market is themed ''Taiwanese Sensibility''. It invites Kyuhyun, the spokesperson for Taiwan Tourism of the year, to shoot, allowing Kyuhyun to visit every corner of Taiwan from the perspective of a Korean traveler, and attract tourists to travel to Taiwan in person through emotional marketing and self-projection marketing. This article will combine the consumption and practice of tourist check-ins, the internal order of Korean society, and the lens aesthetics of Taiwanese sensibility for text analysis to explore the image narrative and marketing logic of ''Romance is Around You''.