How Korea promotes tourism through movies, food and K-pop | To travel


On December 4, the Korea Tourism Organization (KTO) and PVR Ltd. teamed up for a bespoke Korean Experience Day at PVR Director’s Cut, Vasant Kunj, which included a special screening of “BLACKPINK: The Movie”. Popular K-pop group BLACKPINK, Jisoo, Jennie, Rose and Lisa, celebrate the fifth anniversary of their group’s debut with this latest release from PVR Pictures.

KTO hosted the event for Hallyu fans in Delhi NCR area which included a one-time K-movie screening, K-food experience and special K-pop photo opportunity. From November 17 to November 22, 2021, a social media contest for Hallyu fans was co-promoted on the KTO and PVR Vasant Kunj Director’s Cut social media platforms. Thirty lucky winners were chosen to participate in the special screening and experience day.

With the booming Hallyu wave and the growing demand for Korean entertainment in India, KTO has spared no expense to convey the spirit of South Korea to Hallyu’s growing fan base in India. Due to the current travel limitations imposed by the continuing pandemic, he has been experimenting with new ways to deliver the Korean experience to the Indian public.

Recently, he partnered with companies for the KXperience, an online event. The event featured a virtual K-pop, K-food, K-beauty and K-drama series, as well as a PAN India social media contest by K-challenge and special offers on Korean products on the Indian e-commerce. sites. It was aimed at Indian tourists and Hallyu enthusiasts in the country. The main objective of this event was to bring Korea into Indian homes. With over 20 million impressions across all online channels and over 3000 content contributions, the event received a lot of affection from people across India.

“Thanks to the growing popularity of K-pop and K-dramas, there has been a sharp increase in South Korea’s overall notoriety as a destination, food and culture,” YG Choi, director of the Korea Tourism Organization, New Delhi, remarked in response to the current event. We intend to take advantage of the Indians’ newly discovered enthusiasm for Korea and make it a real trip. Once the travel resumes, we will vigorously promote the locations of popular Korean movies and dramas as tourist attractions that Korean fans can visit in the future.

Women wearing Korean national dress | Photo: Shutterstock Images

For this special occasion, we are delighted to collaborate with PVR Cinemas. I hope this collaboration will open more opportunities for PVR and KTO to collaborate in the future to promote South Korea and reach a pan-Indian audience interested in Korean entertainment. “

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