DestinationsHong Kong’s lifestyle and culture will be featured in programmes produced by South Korean entertainment group, CJ ENM, to boost tourism.

Korean dramas and variety shows to promote Hong Kong as a travel destination

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Hong Kong Tourism Board and CJ ENM join forces to hype up tourism interests with K-pop culture.
Hong Kong Tourism Board and CJ ENM join forces to hype up tourism interests with K-pop culture. Photo Credit: Getty Images/Diversity Studio

From the producers who created Crash Landing On You, Goblin: The Lonely and Great God, Youn’s Kitchen and many other popular Korean drama series, Seoul-based CJ ENM, South Korea’s leading entertainment group, will spotlight Hong Kong in its new and upcoming shows.

Under a three-year deal between the Hong Kong Tourism Board (HKTB) and CJ ENM, the South Korean entertainment company will promote Hong Kong as a travel destination through Korean drama and variety TV shows.

“The HKTB is honoured to be the first tourism organisation to enter into a strategic partnership of this kind with CJ ENM,” HKTB Chairman, YK Pang said. “Our aim is to feature Hong Kong in popular K-drama and variety shows.”

This partnership will tap into the K-pop trend and connect audience with some of their favourite scenes from K-dramas and shows while showcasing authentic locations in Hong Kong.

“This will help reinforce Hong Kong’s status as one of the world’s most exciting and interesting destinations when international travel resumes,” Pang explained. “We anticipate competition for tourists will be intense once the pandemic is over, and the HKTB is therefore getting a head start to secure influential media partners for maintaining Hong Kong’s visibility.” Whether it's Michelin-star dining, exploring old neighbourhoods or injecting vibrancy with modern art, Hong Kong continues stirring the pot of creativity for agents to package their tours.

When travel restrictions ease, CJ ENM will film Hong Kong scenes as backdrops for a range of drama and variety programmes from 2022 until 2024, beaming the city’s unique lifestyle and culture into the living rooms of global audiences.

The HKTB and CJ ENM will work closely together to create synergy, including providing advice on locations and the aspects of Hong Kong culture to be featured in each programme which may place Hong Kong on the travel wish list of legions of K-drama fans.

“We are very excited to go into partnership with the Hong Kong Tourism Board and showcase the glamour and excitement of Hong Kong to viewers of our critically-acclaimed drama and variety programmes,” CJ ENM Entertainment Division Executive President, Lee Sang Moo, enthused.

“As CJ ENM’s premium original content proves its global reach and influence, we will continue to expand our presence in the global market through strategic partnerships that already stretch across the globe,” Lee said.

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