The research studies the relationship between using soft power to enhance the branding and development of creative cities in East Asia. Taking Seoul as the initial case study area, the research revealed the massive use of celebrity endorsement to shape potential visitors' image of the city. To gain a deeper understanding, a field visit to Seoul was conducted to observe the practice and attend the lectures of some experts on Seoul's urban planning agenda. The survey result identified the growing dependency of Seoul on the Korean wave, a cultural phenomenon that increases global people's interest in Korean culture, to enhance the city's image. Several celebrities have been utilized to promote the city's attractions, including those in ordinary neighborhoods that were popular only among the locals. As a follow-up of the survey, the research examined 149 relevant tourism videos available in the Seoul Tourism Organization (STO) database between 2011 and 2023. The research confirmed the growing dominance of Korean wave celebrities over international celebrities in Seoul's tourism campaign. It further confirmed the growing roles of these celebrities as one of the main tools of Seoul tourism and place branding.