Hong Kong Tourist Board and CJ ENM join forces to boost tourism interests with K-pop culture

HONG KONG, September 27, 2021– (COMMERCIAL THREAD) – The Hong Kong Tourist Board (HKTB) has signed a three-year agreement 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. HKTB is the first tourism organization to enter into such a strategic partnership with CJ ENM. The partnership will encourage audiences to remember some of their favorite K-Dramas and shows at authentic Hong Kong venues and boost tourism when international travel resumes.

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Dr YK Pang (right), Chairman of the Hong Kong Tourism Board attended the virtual signing of the MoU between Mr. Dane Cheng (left), Executive Director of the Hong Kong Tourism Board Kong and Mr. Lee Sang Moo, Executive Vice President of Entertainment for CJ ENM Ad Sales and Partnerships. (Photo: Business Wire)

Seoul-based HKTB and CJ ENM have signed a memorandum of understanding that will see Hong Kong featured in a variety of shows performed by CJ ENM from 2022 to 2024, bringing the city’s unique lifestyle and culture to life. global public fairs. . CJ ENM’s wildly popular original content is currently available in over 200 countries and has been viewed worldwide through partnerships with some of the world’s most popular streaming platforms.

When travel restrictions are relaxed, scenes from Hong Kong will be filmed as a backdrop for a range of drama and variety programs produced by CJ ENM, which creates some of the most popular and critically acclaimed content such as than Crash Landing On You, Goblin: The Great and Alone God, Hospital playlist, Vincenzo, Youn’s kitchen and New journey west.

As part of the strategic tie-up, the two partners will work closely together to create synergy, including providing guidance on where and what aspects of Hong Kong culture to showcase in each program, which will put Hong Kong firmly on the table. Travel Wish List from Legions of K – Theater Fans.

HKTB President Dr YK Pang attended the virtual signing of the MoU between HKTB Executive Director Mr. Dane Cheng and CJ ENM Entertainment Division Executive Vice President for Advertising Sales and partnerships, Mr. Lee Sang Moo.

President of HKTB, Dr YK Pang said, “The HKTB is honored to be the first tourism organization to enter into such a strategic partnership with CJ ENM. Our goal is to feature Hong Kong in popular drama and variety shows. This will help strengthen Hong Kong’s status as one of the most exciting and interesting destinations in the world when international travel resumes. We anticipate that competition for tourists will be intense once the pandemic is over, so the HKTB is taking a head start in securing influential media partners to keep Hong Kong visible. “

CJ ENM Entertainment Division Executive Vice President Mr. Lee Sang Moo said, “We are very pleased to partner with the Hong Kong Tourism Board and bring the glamor and excitement of Hong Kong to viewers of our critically acclaimed drama and variety programs. Like the original content CJ ENM’s premium proves its global reach and influence, we will continue to expand our presence in the global market through strategic partnerships that already extend across the globe. “

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Vanessa So
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Patrick lim
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