Official Rules — Global Korean at Heart Ambassador Program

Version 2026-10-27.1

This is a merit-based selection: Ambassadors are selected on the published criteria below by a review panel. Nothing is decided by chance, so this program is not a lottery, sweepstakes or raffle.

1. Sponsor

Pascalmath Co., Ltd., Unit 214, Clover Shopping Center, 155 Dunsan-ro, Seo-gu, Daejeon, Republic of Korea (“Sponsor”), operator of Korean at Heart. Contact: admin@koreanatheart.com.

2. Who can apply

Korean at Heart members with a paid (Heart) membership who are at least 13 years old when they apply and who live in a country or region where this program is lawful. Not open to residents of Cuba, Iran, Korea (North), Syria, the Crimea, Donetsk and Luhansk regions, nor anywhere the program would require a registration or permit that the Sponsor has not obtained, or is otherwise prohibited. Employees of the Sponsor and their immediate families are not eligible.

A selected Ambassador under 18 (or under the age of majority where they live) needs the written consent of a parent or legal guardian and must travel with that adult; one accompanying adult’s flight and room are included.

3. Program year and timeline

Each program year is named after the year in which its Ambassadors are announced. For the 2027 program: applications are accepted until 23:59 Korea Standard Time on 2027-03-31; the panel reviews them in the weeks after the deadline; the result is announced on 2027-05-01 on the site's notice board, and selected Ambassadors are notified by email. The regular dates (January 31, March 1) apply every year unless announced otherwise. Exception for the 2027 program (the first program year, as paid membership opens in December 2026): applications close on March 31, 2027 and the result is announced on May 1, 2027.

4. How to apply

Fill in the form at https://koreanatheart.com/ambassador while signed in: full name, country of residence, up to 10 public links to content you created (social media, video, blog), and a statement of up to 1,000 characters in English on why Korean culture matters to you. Accept these rules.

One application per member per program year. Content must be your own work, publicly viewable, lawful and respectful; it must not infringe anyone’s rights or use another person’s image without permission. Applications that are incomplete, copied, automated or dishonest are rejected. You keep all rights in your content; by applying you allow the Sponsor to view it and to mention your first name, country and public links when announcing the result.

5. Selection criteria

A review panel of at least three people appointed by the Sponsor (staff, and where helpful outside experts in Korean culture or media) scores every complete application against these criteria. Members who have been designated Contributors for their activity during the year may receive additional consideration under “community activity”.

Country balance: at most 2 Ambassadors in a program year may share the same country of residence; when more applicants from one country rank within the top 10, the highest-scoring 2 are selected and the next-ranked applicants from other countries move up. Ties are broken by the content score, then by the earlier application. The panel’s decisions are final; individual scores are not published, but applicants may ask for brief feedback by email.

6. Number of Ambassadors and the award

Up to 10 Global Korean at Heart Ambassadors are selected each program year. The Sponsor may select fewer if fewer applications meet the standard.

Each Ambassador receives a 10-day visit to Korea: round-trip economy airfare from a major airport near the Ambassador’s home to Seoul; accommodation (standard room); daily meals; Korean culture experiences (such as hanbok, food, palaces and traditional crafts); and K-pop related experiences — concert or show tickets are included only when the Sponsor can obtain them and are confirmed before travel. Approximate value: US$4,000 per Ambassador, depending on the departure city.

Not included: passports, visas, travel insurance, travel to the departure airport, personal expenses and any taxes on the award. Travel dates are set by the Sponsor within 12 months after the announcement. Experiences depend on availability; the Sponsor may substitute items of equal or greater value. The award cannot be transferred or exchanged for cash.

7. Ambassadors’ role

Ambassadors agree to take part in the planned program during the visit, to share their experience afterwards in at least two public posts, to act respectfully toward hosts and other participants, and to follow reasonable instructions from the Sponsor during the trip. The title “Global Korean at Heart Ambassador 2027” is honorary and carries no employment, agency or official status. The Sponsor may withdraw the title and award for serious misconduct or a false application.

8. Confirmation

Selected Ambassadors must reply within 14 days of the announcement, confirm eligibility and identity, and sign a travel and liability release where the law allows. If an Ambassador does not reply, is ineligible or cannot travel on the set dates, the place passes to the next-ranked eligible applicant.

9. Taxes

Any taxes, duties or reporting obligations on the award in the Ambassador’s country are the Ambassador’s responsibility.

10. General conditions

If fraud, technical failure or any other cause beyond the Sponsor’s control affects the fairness of the program, the Sponsor may modify, suspend or cancel it with notice on the site. The Sponsor is not responsible for lost or incomplete applications. To the extent the law allows, Ambassadors release the Sponsor from liability for loss or injury arising from the award. These rules are governed by the laws of the Republic of Korea, without taking away mandatory protections of the law where you live.

11. Privacy

Application details are used only to run this program, as described in our Privacy Policy. Applications that are not selected are deleted no later than 12 months after the announcement; selected Ambassadors’ details are kept for the duration of the program and as the law requires.