Hong Kong Tourism Board Uses K-Pop Culture to Promote Hong Kong

Dr YK Pang, Chairman of HKTB & Mr Dane Cheng, Executive Director of HKTB-medium

Hong Kong will be featured in a variety of shows made by CJ ENM, one of Asia’s leading entertainment groups, to promote Hong Kong as a travel destination from 2022 to 2024. Hong Kong Tourism Board has signed a three-year deal with Seoul-based CJ ENM. This partnership is intended for audiences to recall their favourite scenes from K-drama s and shows at authentic locations in Hong Kong and boost tourism when international travel resumes.

CJ ENM’s original content is available across over 200 countries. They have been viewed worldwide through partnerships with popular streaming platforms around the world. Popular and critically-acclaimed content include Crash Landing On You, Goblin: The Lonely and Great God, Hospital Playlist, Vincenzo, Youn’s Kitchen and New Journey to the West.

Hong Kong scenes will be filmed as backdrops for a range of drama and variety programmes made by CJ ENM, when travel restrictions are eased.

HKTB is the first tourism organisation to enter into a strategic partnership of this kind with CJ ENM.

“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.”

DR YK Pang, Hong Kong Tourism Board Chairman
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