Korea Tourism Looks to Cash in on Cultural Equity

Industry Watch | December 7, 2021 | News

Korea Tourism PVR Cinemas

Korea Tourism Organization (KTO) and PVR India collaborated for a ‘Korea Experience Day’ at PVR Director’s Cut at Vasant Kunj in Delhi on 4 December 2021.

The day involved the screening of Korean movie Blackpink followed by a Korean food experience and a ‘K-Pop’ photo opportunity.

Leading up to the event, a social media contest was run for Delhi NCR residents from 17 to 22 November. It was co-promoted on KTO’s and the cinema’s social media platforms. Thirty winners got an invite to the screening.

YG Choi, Director, Korea Tourism Organisation, New Delhi, said, “Thanks to the rising popularity of K-Pop and K-Dramas, there has been a huge increase in the overall awareness about South Korea as a destination, its food and its culture. We hope to capitalise on this newfound love for Korea amongst Indians and convert that into actual travel. Once travel resumes, we would be actively promoting the filming sites of famous Korean films and dramas as tourist spots for Korea fans to visit in the future.’’

“We are delighted to collaborate with PVR Cinemas for this special event. I hope this partnership opens more avenues of PVR and KTO working together for promoting South Korea and reaching out to a pan-India audience interested in Korean entertainment,” Choi added.

Renaud Palliere, CEO, The Luxury Collections, PVR Cinemas, said, “PVR is a sought-after destination for tourism boards and organisations of various countries for promoting their tourism among its premium Indian audiences who have a strong affinity for travel as tourists.  We are delighted to partner KTO for showcasing the Korean experiences to our patrons. This association could open avenues of PVR and KTO of partnering together for future Korean entertainment-related events at PVR properties.’’

Prior to this, KTO had collaborated with multiple brands for an online promotion titled KXperience, that ran from September to mid-November. The promotion saw audiences trying out K-Pop, K-Food, K-Beauty and K-Drama virtually via BookMyShow and getting discount offers on Korean products on e-commerce sites. A pan-India social media contest K-Challenge that ran alongside attracted 3,00 entries, according to the tourism board.

‘Korea Experience Day’ at PVR Director’s Cut in Delhi on 4 December saw the screening of Korean movie ‘Blackpink’ followed by a K-Food experience and a K-Pop photo opportunity.

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