‘Lost & Found’, a city-brand campaign video released by the Incheon Metropolitan Government on August 10, is generating a buzz, drawing 45 million views on Instagram within ten days of its posting. Built around real lost items collected at a festival site, the video aims to promote the image of ‘Incheon, the City of Music’ and encourage tourists to return.
 [코리안투데이] A scene from the Incheon city-brand campaign video ‘Lost & Found’ © 장형임 기자 |
The Incheon Metropolitan Government (Mayor Park Chan-dae) announced that its city-brand campaign video ‘Lost & Found’ had racked up 45 million views on Instagram and 650,000 views on YouTube within ten days of its release.
The campaign was planned in connection with the 2026 Incheon Pentaport Rock Festival. The aim is to tie the festival’s lighthearted mood to the city’s image and to invigorate local tourism by drawing festivalgoers back to Incheon. It is drawing attention as an attempt that goes beyond simple event promotion, seeking to convert the festival’s afterglow into tourism demand.
The video is based on items actually recovered as lost property at the Pentaport festival site. Produced in a music-video format in collaboration with the band Far East Asia Tigers, named a Penta Super Rookie in 2024, it was released while the festival’s afterglow lingered, heightening its impact. The video pairs witty lost-and-found announcements with a stylish showcase of Incheon’s key attractions.
Alongside the video’s release, the city ran a comment event on Instagram and YouTube. Through a drawing, participants receive an ‘Incheon Travel Discount Coupon Pack’ that includes a ticket for the Wolmi Sea Train, a pass for the Incheon City Tour Bus, and a beverage discount voucher for the cafe at the Incheon Harbor Park Hotel. It is a device designed to turn viewing into an actual visit.
The video spread rapidly, mainly through social networking services (SNS). Netizens left comments such as ‘It brings back memories of Pentaport in Incheon’ and ‘It makes me want to visit Incheon again.’ Notably, the campaign also produced results, with the real owners of some of the lost items in the video coming forward. Verified lost items are to be shipped together in accordance with the in-person collection procedures of the Incheon Pentaport Music Festival organizing office.
Using this campaign as a springboard, the city plans to roll out a variety of linked tourism products so that domestic and international travelers can revisit Incheon while recalling their Pentaport memories. It also plans to continue pursuing creative city-brand campaigns that resonate with citizens and enable two-way communication.
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