(TAN): The Singapore Tourism Board (STB) and Studio Dragon Corporation — one of South Korea’s leading drama production, marketing and distribution companies — have signed a three-year MoU 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 C.K. Kang, CEO of Studio Dragon Corporation and Keith Tan, CEO of Singapore Tourism Board. This is the first time that Studio Dragon 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.
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When travel restrictions ease, Studio Dragon will be filming 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 policies.
“We are excited to work with Studio Dragon to co-produce high quality content that showcases the visual beauty of Singapore’s cityscape and our rich culture. Korean dramas are immensely popular around the world, and we hope this will generate more interest and conversations about Singapore,” Tan said.
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Studio Dragon Corporation’s Kang said, “We are pleased to establish our first relationship with the Singapore Tourism Board despite being in a difficult situation due to COVID-19.”
South Korea is an important visitor source marketing for Singapore, ranking ninth out of 15 top visitor source markets in 2019. Singapore received about 646,000 South Koreans last year, a 3% increase over 2018.
