Top News STB rides K-drama wave to promote Singapore By TTG Asia / Posted on 9 December, 2020 17:26 The Singapore Tourism Board (STB) has signed a three-year MoU with South Korean production company, Studio Dragon Corporation, to promote Singapore as a destination in South Korea and other regions through the production of Korean dramas in Singapore. The MOU was signed by CK Kang, CEO of Studio Dragon Corporation, and Keith Tan, CEO of Singapore Tourism Board. This is the first collaboration between Studio Dragon – which produced global hits such as Crash Landing on You and Guardian: The Lonely and Great God – and a national tourism organisation. STB’s Lynette Pang and Keith Tan ink three-year deal with Studio Dragon to jointly promote Singapore through branded content during a virtual signing ceremony (Photo Credit: Singapore Tourism Board) Filming of these Korean dramas, with Singapore as a backdrop, will begin when travel restrictions ease. During this process, STB will play an advisory role in determining the locations, products and cultures of Singapore to be featured. Additionally, the two parties will collaborate on joint marketing and promotional activities related to the drama productions filmed in Singapore. These will be rolled out in phases determined by prevailing travel policies in target markets and consumers’ readiness to travel. Studio Dragon’s Ryu Bong-Ryul (left) and CK Kang at the virtual signing ceremony with STB (Photo Credit: Studio Dragon Corporation) Tan said: “Korean dramas are immensely popular around the world, and we hope this will generate more interest and conversations about Singapore. We are confident that this partnership will help to boost the recovery of our tourism sector and inspire more people to visit Singapore when the time is right.” Kang added: “While it will be not easy to come together at this moment due to challenges brought about by the pandemic, we hope to be able to expand our partnership with the Singapore Tourism Board not just to feature Singapore as a travel destination for future visitors, but in various other IP-related projects focusing on dramas in future as well.” This partnership forms one of the key pillars of STB’s marketing strategy in South Korea, a country that ranked ninth out of Singapore’s top 15 source markets in 2019. Some 646,000 South Koreans visited Singapore last year, a three per cent increase over 2018.