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SINGAPORE – The Singapore Tourism Board (STB) has signed a three-year memorandum of understanding with leading K-drama production company Studio Dragon.
This is the first time that Studio Dragon, known for blockbuster drama series such as Crash Landing On You (2019), Goblin (2016), and Stranger (2017 to 2020), has signed a memorandum of understanding with a national tourism organization, according to a press release on Wednesday (December 9).
The deal will promote Singapore as a destination in South Korea and other regions through the production of South Korean dramas in Singapore.
Although the Covid-19 pandemic means such plans will take time to materialize, when travel restrictions ease, Studio Dragon will film K-dramas with Lion City as a backdrop.
STB will work with Studio Dragon to decide the Singapore locations, products and cultures to be featured.
There will also be joint marketing and promotional activities so that these dramas unfold in phases.
STB Executive Director Keith Tan said: “Korean dramas are immensely popular around the world and we hope this will generate more interest and conversation about Singapore. We are confident that this partnership will help drive the recovery of our tourism sector and inspire more people. visit Singapore when the time is right. “
South Korea is a major source of tourists for Singapore, ranking ninth on Singapore’s list of top visitor sources last year.
The city-state received about 646,000 South Koreans last year, a 3 percent increase from 2018.
This is not the first time that STB has worked with theater and film production companies to promote Singapore.
STB collaborated with Warner Bros to promote the Singapore-set romantic comedy Crazy Rich Asians (2018) and also supported the marketing of the Japanese animated film Detective Conan: The Fist Of Blue Sapphire (2019), which is set in Singapore.
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