Abstract
This study examines multi-celebrity deployment as a destination branding practice, using Seoul as an empirical case. The analysis draws on 172 official tourism promotional videos released by the Seoul Tourism Organization between 2011 and 2025, featuring 67 identifiable celebrities and 438 destination references. A qualitative content analysis examines how celebrity endorsement is organized as a branding mechanism, focusing on who appears, what is represented, and how representations are communicated across media formats over time. The findings show that Seoul’s tourism promotion operates through a structured multi-celebrity branding system in which multiple endorsers are coordinated across campaigns and periods. Endorser selection is anchored in Hallyu-affiliated celebrities who function as primary carriers of destination meaning, while emerging, non-Hallyu, and heritage-linked figures occupy complementary roles that broaden representational scope and reduce reliance on individual figures. Celebrity endorsement continues to emphasize major and symbolically dense attractions, while also extending visibility to everyday neighborhoods and locally oriented urban landscapes. Long-term ambassador-led campaigns coexist with travel vlogs and other creative video formats, enabling variation in narrative tone and experiential framing. Theoretically, the study extends celebrity endorsement research by conceptualizing multi-celebrity deployment as a coordinated branding system. Practically, the findings show how destination marketing organizations can mobilize a broad pool of celebrity resources to structure endorsement portfolios over time. Coordinated use of celebrities with different levels of familiarity supports wider spatial representation, enables ongoing narrative renewal, and maintains promotional continuity across changing media environments. This configuration is most applicable to destinations with strong cultural visibility and an established celebrity ecosystem, and may be less transferable to destinations with limited access to influential figures.