Tourism Authority of Thailand Officially Highlights Production and Broadcast of Thai Version of 'Running Man'

The Tourism Authority of Thailand (TAT) is officially highlighting the production and broadcast of the Thai version of ‘Running Man,’ Korea’s iconic long-running variety show, raising expectations for the local media market and tourism industry. According to foreign media reports, the TAT evaluates this production as an important opportunity to showcase Thailand’s major tourist attractions to viewers worldwide, going beyond the simple export of entertainment content.

Since its first broadcast in 2010, ‘Running Man’ has been a symbolic program of global K-Variety, enjoying explosive popularity across Asia beyond Korea. The production of this Thai version is seen as a case where Korea’s unique format combines with local culture to create new synergy, once again proving the growth potential of the broadcast content market in Thailand.

The reason the TAT is focusing on this project is that the unique outdoor variety format of ‘Running Man’ can effectively capture Thailand’s diverse landscapes and culture. There is a strategic judgment that if major Thai tourist destinations are used as key mission locations for the program, it could provide a powerful motivation for global viewers to travel to Thailand.

This Thai version of ‘Running Man’ combines Korean production know-how with the local Thai broadcasting environment and is expected to serve as a bridge to further solidify cultural exchange between the two countries. It is expected to provide familiarity to local Thai viewers through a well-known format while delivering the unique charm of the Thai version to Korean fans.

Recently, K-Content has entered a new phase, moving beyond simple drama or music exports to the export of variety show formats. As more cases of proven IP (Intellectual Property) like ‘Running Man’ successfully settle in through localization, the influence of Korean variety shows in the Southeast Asian market is expected to expand further.

This move by the Tourism Authority of Thailand is interpreted as an active effort to link the ripple effect of K-Content with the tourism industry. The Thai landmarks exposed through the broadcast will naturally lead to attracting global tourists, a strategy that aims to kill two birds with one stone: revitalizing the local economy and enhancing national brand value.

In conclusion, the news of the production of the Thai version of ‘Running Man’ shows that Korean variety shows have established themselves as a key medium for cultural and tourism cooperation between countries, beyond being simple consumer goods in the global market. For K-Content fans around the world, it will be an interesting point to watch how the Korean variety show formula is localized to provide new entertainment.