Singapore Tourism Board and Studio Dragon Corporation join hands for three-years jointly promote Singapore through branded content

The Singapore Tourism Board (STB) and Studio Dragon Corporation – one of South Korea’s leading drama production, marketing, and distribution companies – signed a three-year Memorandum of Understanding (MOU) yesterday 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 Mr. CK Kang, Chief Executive, Studio Dragon Corporation, and Mr. Keith Tan, Chief Executive, Singapore Tourism Board. This is 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 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.

Mr. Keith Tan, Chief Executive, Singapore Tourism Board said, “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. 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.”

Mr. CK Kang, Chief Executive, Studio Dragon Corporation said, “We are pleased to establish our first relationship with the Singapore Tourism Board despite being in a difficult situation due to COVID-19. While it will be not easy to come together at this moment due to challenges brought about by the pandemic, we hope to be able to expand our partnership with the Singapore Tourism Board not just to feature Singapore as a travel destination for future visitors but in various other IP-related projects focusing on dramas in future as well.”

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.

Source – Singapore Tourism Board

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