The Hong Kong Tourism Board (HKTB) signed 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 organization to enter into a strategic partnership of this kind with CJ ENM.
The partnership will encourage audiences to recall some of their favorite 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.
CJ ENM’s highly popular original content is currently available in more than 200 countries, and has been viewed worldwide through partnerships with 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, such as Crash Landing On You, Goblin: The Lonely and Great God, Hospital Playlist, Vincenzo, Youn’s Kitchen and New Journey to the West.
Under the strategic tie-up, the partners will work closely to create synergy, including providing advice on locations and the aspects of Hong Kong culture to be featured in each program which will place Hong Kong firmly on the travel wish list of legions of K-drama fans.
HKTB chairperson 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.