HKTB inks deal with South Korean entertainment firm to feature HK in K-dramas

The Hong Kong Tourism Board (HKTB) has signed a three-year deal with South Korean entertainment group CJ ENM to promote Hong Kong as a travel destination through Korean drama and variety TV shows.

The HKTB said the partnership will encourage audiences to recall some of their favourite scenes from K-dramas and shows at authentic locations in Hong Kong and boost tourism when international travel resumes. CJ ENM and The HKTB signed a memorandum of understanding that will see Hong Kong featured in a variety of shows made by CJ ENM from 2022 until 2024, showcasing Hong Kong's unique lifestyle and culture to global audiences.

When travel restrictions are eased, scenes in Hong Kong will be filmed as backdrops for a range of drama and variety programmes made by CJ ENM, which creates some of the region’s most popular content, such as Crash Landing On You, Goblin: The Lonely and Great God, Hospital Playlist, Vincenzo, Youn's Kitchen and New Journey to the West. The HKTB and CJ ENM will work closely to provide advice on locations and the aspects of Hong Kong culture to be featured in each programme which is expected to place Hong Kong on the travel wish list of legions of K-drama fans.

“The HKTB is honoured to be the first tourism organisation to enter into a strategic partnership of this kind with CJ ENM. Our aim is to feature Hong Kong in popular K-drama and variety shows. This will help reinforce Hong Kong’s status as one of the world’s most exciting and interesting destinations when international travel resumes. 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," said YK Pang, chairman of the HKTB. 

CJ ENM Entertainment division executive vice president Lee Sang Moo said: “We are very excited to go into partnership with the HKTB and showcase the glamour and excitement of Hong Kong to viewers of our drama and variety programmes. 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.”

Apart from attracting international travellers, the HKTB recently collaborated with boyband MIRROR's Anson Lo and Ian Chan to introduce Hong Kong's attractions to local audiences. In a video of the latest "Hong Kong Neighbourhoods” campaign, both Lo and Chan visit the attractions at the West Kowloon Cultural District to promote the neighbourhood at West Kowloon. In the video, both Lo and Chan visit attractions at West Kowloon, including museum M+ and the M+ Pavilion in its close proximity. They also hop on a Star Ferry to help promote HKTB's "Holiday at home" (旅遊就在香港) initiative.

To go with the “Hong Kong Neighborhoods – West Kowloon” programme, the HKTB has also worked with international pop art duo FriendsWithYou by US-based Samuel Borkson and Arturo Sandoval III. Locals and visitors will be spotting colourful and charismatic characters hopping on and off Hong Kong’s trams and Star Ferry over the next several weeks. 

HKTB has also been recording the adventures in a collection of action-packed videos giving those unable to currently visit Hong Kong the chance to check out attractions. Through this series of online flash mob videos, AR interactive experiences, and gigantic art installations, the happy characters are taking international audiences on a virtual journey across Hong Kong. The videos bring to life the world-beating attractions, highlighting the incredible diversity of artistic elements in West Kowloon and encouraging people, both near and far, to explore Hong Kong from an artistic and cultural perspective.

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