Studio Dragon and Korea Tourism Organization Partner to Boost Tourism via K-Drama IP
Studio Dragon is joining forces with the Korea Tourism Organization to actively promote tourism by leveraging K-Drama intellectual property (IP). The two organizations recently signed a business agreement to jointly develop and promote tourism products centered around globally popular drama filming locations. This collaboration is seen as a strategic move to translate the influence of K-Content into actual inbound tourism demand.
At the heart of this project is the creation of customized tourism courses that allow fans to experience the emotions of the dramas on-site. The primary focus will be on filming locations from major works produced by Studio Dragon, including the recent global hit ‘Queen of Tears’. The plan is to go beyond simple site visits by turning spaces imbued with drama narratives into tourism resources, offering overseas fans a differentiated experience.
According to local media reports, the two organizations also expect to disperse tourists currently concentrated in the metropolitan area to other regions by developing regional tourism products linked to drama filming sites. By discovering hidden gems in the areas that served as drama backdrops and organizing them into systematic travel courses, they aim to revitalize local economies and promote the qualitative growth of the tourism industry.
Studio Dragon will provide its vast library of content IP, while the Korea Tourism Organization will support global marketing and promotion. The two sides plan to conduct various online and offline promotions to maximize the sense of immersion for drama fans visiting these locations. This demonstrates that K-Drama is establishing itself as a core driver of the tourism industry, moving beyond mere audiovisual content.
This partnership is expected to solidify the ‘pilgrimage’ trend, where global K-Content fandoms visit Korea. As fans move beyond simply consuming dramas to wanting to experience the landscapes and culture of Korea firsthand, the demand for such travel is surging. This model of cooperation between content producers and tourism authorities is likely to become the new standard for Hallyu tourism.
As the status of K-Drama rises in the global market, the combination of content and tourism is playing a crucial role in enhancing national brand value. The partnership between Studio Dragon and the Korea Tourism Organization is highly anticipated to be a successful case of converting the intangible value of K-Content into tangible tourism products to create economic added value.
Ultimately, this agreement will serve as an opportunity to imprint Korea as a closer and more attractive travel destination for K-Drama fans worldwide. As the virtuous cycle of fans confirming Korea’s charm through content and then actually visiting the country strengthens, K-Content is expected to firmly establish itself as a key pillar driving the sustainable growth of the Korean tourism industry.
