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The Dubai Department of Economy and Tourism (Visit Dubai) has unveiled its newest brand film as part of the ‘Dubai, Who’s Ready?’ marketing campaign. Featuring internationally renowned South Korean actors Park Seo Jun, Choi Woo Shik, and Park Hyung Sik, the film highlights the thrilling adventures awaiting travellers in the city.
Building on last year’s campaign, the new film opens with a friend’s heartbroken moment, when a falcon swoops down to take his phone, sparking a journey to rediscover joy in a city that encourages visitors to follow their passions. The trio explore Dubai’s most popular sights, from the stunning dunes of Al Qudra to serene yoga sessions at Jumeirah Mina Al Salam, vibrant streets of Al Seef, and lively moments at Topgolf Dubai.
The campaign emphasises the genuine camaraderie among the stars, who are not only globally famous but also close friends in real life. Their authentic bond adds a lively and relatable touch to the film, which will be shared across multiple international platforms and markets.
‘Dubai, Who’s Ready?’ will launch in South Korea and six other key target markets: Australia, China, India, Indonesia, Japan, Malaysia, and Vietnam. The digital campaign will run across major video and social media platforms, including YouTube, Facebook, and Instagram.
Shahab Shayan, Regional Director, Asia Pacific Region, International Operations at the Dubai Corporation for Tourism and Commerce Marketing (DCTCM), part of DET, said, “Building on the success of our previous campaigns, the latest brand film for ‘Dubai, Who’s Ready?’ offers a unique glimpse into Dubai through the lens of our three stars. It not only highlights the city’s vibrant energy and diverse attractions but also leverages the actors’ international reach and popularity to engage a global audience, extending far beyond South Korea. It underscores our commitment to impactful marketing and contributes to our vision to make Dubai the world’s best city to visit, live, and work in.”
Park Hyung Sik, who appeared in last year’s campaign film, revealed how excited he was to collaborate with his friends in Dubai. He said, “It was a great pleasure to be back in Dubai this year after last year’s visit. I was excited to introduce my friends to the city’s captivating landscapes and vibrant atmosphere, which made the shoot truly enjoyable. After filming, I sincerely hope that the dynamic energy of Dubai, along with our own, will be felt by everyone who watches the film.”
Park Seo Jun also spoke about how beautiful the city’s landscapes were. He commented, “It was my first time in Dubai, and I was amazed by the energy of the city. It was great to be exposed to a new place and culture while filming and I'm grateful to the local fans for making me feel so welcome."
Choi Woo Shik added, “Even with a short filming schedule, we were able to experience the many different facets of Dubai. From the desert to the sea and the city skyline, I felt there’s no other place in the world where you can enjoy such contrasting attractions all in one city. I had an amazing time with my close friends.”
The ‘Dubai, Who’s Ready?’ campaign aims to inspire travellers to create their own adventures and memories in Dubai. Whether for a short stopover or an extended holiday, the city’s unique mix of culture, entertainment, and world-class attractions offers endless opportunities for friends to share unforgettable experiences and strengthen their bonds.
As part of Visit Dubai’s broader efforts to promote the city globally, the campaign continues a tradition of featuring prominent entertainment figures. Past campaigns have starred stars such as Millie Bobby Brown, Jake Bongiovi, Zac Efron, Jessica Alba, Shah Rukh Khan, Gwyneth Paltrow, Zoe Saldana, and Kate Hudson, among others.
