SINGAPORE 15 December 2020: Singapore Tourism Board and Studio Dragon Corporation – one of South Korea’s leading drama production, marketing and distribution firms – signed a three-year Memorandum of Understanding (MOU) at the weekend 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 Studio Dragon Corporation chief executive CK Kangand and Singapore Tourism Board chief executive Keith Tan.
It marks the first time that Studio Dragon – the company behind global hits such as Crash Landing on You and Guardian: The Lonely and Great God – has entered an MOU with a national tourism organisation.
This partnership forms one of the key pillars of STB’s marketing strategy in South Korea, which is to heighten the destination attractiveness of Singapore through branded content.
When travel restrictions ease, Studio Dragon will film Korean dramas with Singapore as a backdrop in its productions. STB will also play an advisory role and work closely with Studio Dragon to determine the various locations, products and cultures of Singapore to be featured.
In addition, 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, depending on consumers’ readiness to travel and prevailing travel.
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.”
South Korea is an important visitor source marketing for Singapore, ranking 9th out of 15 top visitor source markets in 2019. Singapore received about 646,000 South Koreans last year, a 3% increase over 2018.
