Hong Kong Tourist Board partners with leading entertainment group CJ ENM

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In an effort to promote Hong Kong as a travel destination through Korean drama and variety TV shows, the Hong Kong Tourism Board signed a three-year agreement with Seoul-based CJ ENM, l one of Asia’s leading entertainment groups.

The Hong Kong Tourism Board (HKTB) is the first tourism organization to enter into such a strategic partnership with CJ ENM. The partnership will encourage audiences to remember some of their favorite K-Dramas and shows at authentic Hong Kong venues and boost tourism when international travel resumes.

The HKTB and CJ ENM have signed a memorandum of understanding that will see Hong Kong featured in a variety of shows performed by CJ ENM from 2022 to 2024, bringing the city’s unique lifestyle and culture to lounges worldwide. CJ ENM’s wildly popular original content is currently available in over 200 countries and has been viewed worldwide through partnerships with some of the world’s most popular streaming platforms.

When travel restrictions are relaxed, scenes from Hong Kong will be filmed as backdrops for a range of drama and variety programs produced by CJ ENM, which creates some of the region’s most popular content, such as Crash Landing On. You, Goblin: The Lonely and Great God, Hospital Playlist, Vincenzo, Youn’s Kitchen and New Journey to the West.

As part of the strategic rapprochement, the two partners will work closely together to create synergy, including providing guidance on places and aspects of Hong Kong culture to feature in each program that will place Hong Kong firmly on the list of travel wishes from the Legions of K – theater fans.

HKTB President Dr YK Pang attended the virtual signing of the MoU between HKTB Executive Director Mr. Dane Cheng and CJ ENM Entertainment Division Executive Vice President for Advertising Sales and partnerships, Mr. Lee Sang Moo.

HKTB President Dr YK Pang said, “HKTB is honored to be the first tourism organization to enter into such a strategic partnership with CJ ENM. Our goal is to feature Hong Kong in popular theater and variety shows. This will help strengthen Hong Kong’s status as one of the most exciting and interesting destinations in the world when international travel resumes. We anticipate that competition for tourists will be intense once the pandemic is over, so the HKTB is taking a head start in securing influential media partners to keep Hong Kong visible. “

CJ ENM’s Executive Vice President of Entertainment, Mr. Lee Sang Moo, added, “We are very happy to partner with the Hong Kong Tourism Board and showcase the glamor and excitement of Hong Kong. Kong to viewers of our critically acclaimed drama and variety programs. As CJ ENM’s premium original content proves its global reach and influence, we will continue to expand our presence in the global marketplace through strategic partnerships that are already expanding across the globe.

Image: Dr YK Pang (right), chairman of the Hong Kong Tourism Board, attended the virtual signing of the MoU between Mr. Dane Cheng (left), Executive Director of the Tourism Board from Hong Kong and Mr. Lee Sang Moo, Executive Vice President of Entertainment for CJ ENM Advertising Sales and Partnerships. (Credit: Business Wire)

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