K-pop group LISSENCE gained unexpected national attention after member Mina Mi made a spontaneous remark during a promotional trip to Geoje [1, 2].

The viral moment demonstrates how unplanned social media trends can revive a musical act's commercial momentum and increase public recognition beyond traditional marketing strategies.

As part of their role as regional promotion ambassadors, LISSENCE filmed a one-day travel video featuring the Noja-san viewpoint and cable-car area in Geoje, South Gyeongsang Province [1, 2]. During the filming, Mina Mi, a Japanese member of the group, uttered the phrase “Geoje Yaho,” which subsequently evolved into a widespread internet meme [1, 2].

This specific comment originated two years ago [1]. The resulting surge in popularity helped the group gain wider attention and contributed to the improved chart performance of one of their earlier songs [1, 2].

Now in its third year since debut [1], LISSENCE has seen a tangible shift in public reception. Mina Mi said she feels the group has grown since their debut when she encounters people on the street who tell her they are enjoying the group's music and videos [2].

The group's activities in Geoje were designed to showcase the city's tourist attractions to a broader audience [1, 2]. While the ambassador appointment was a formal arrangement, the “Geoje Yaho” phenomenon provided a level of organic engagement that formal promotion often fails to achieve.

““Geoje Yaho””

The intersection of regional government tourism initiatives and K-pop fandom creates a unique catalyst for viral growth. In this instance, a linguistic quirk from a non-native speaker became a cultural touchstone, proving that organic, 'unpolished' moments often carry more weight in digital discovery than scripted promotional content.