Hong Kong Tourism Board, CJ ENM to rock Island tourism with K-pop culture

KUALA LUMPUR, Oct 21 -- The Hong Kong Tourism Board (HKTB) has inked a three-year deal with CJ ENM, one of Asia’s leading entertainment groups, to promote Hong Kong as a travel destination through Korean drama and variety TV shows.

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

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.

The HKTB and Seoul-based CJ ENM signed a Memorandum of Understanding (MOU) that will see Hong Kong featured in a variety of shows made by CJ ENM from 2022 until 2024, beaming the city’s unique lifestyle and culture into the living rooms of global audiences.

HKTB Chairman Dr YK Pang witnessed the virtual signing of the MOU between HKTB Executive Director Dane Cheng and CJ ENM Entertainment Division Executive Vice President for Ad Sales and Partnerships, Lee Sang Moo.

Dr Pang said: “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.”

Meanwhile, Lee said: “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, whose highly popular original content is available in more than 200 countries, and viewed worldwide through some of the world’s most popular streaming platforms.

When travel restrictions are eased, Hong Kong scenes 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 and critically-acclaimed content, including Crash Landing On You, Goblin: The Lonely and Great God, Hospital Playlist, and Vincenzo.

-- BERNAMA