Do not go gentle into that good night, old age should burn and rave at close of day; Rage, rage against the dying of the light, though wise men at their end know dark is right, because their words had forked no lightning they, do not go gentle into that good night.
Korea plans new map for travelers, guided by K-drama scripts
HiKR Ground tourist information and cultural center in Seoul / Courtesy of Korea Tourism Organization
By Jhoo Dong-chan
Korea’s booming television industry has usually acted as an accidental travel agent, turning quiet provincial corners into bustling tourist hot spots overnight. Now, tourism officials and studio executives are trying to codify that cultural alchemy into a deliberate economic engine.
The Korea Tourism Organization signed a joint agreement Wednesday with Studio Dragon, the country’s largest television production house, aimed at systematically channeling global fandom directly into regional economies.
Under the new agreement, the two organizations plan to integrate a tourism strategy directly into the preproduction phase of upcoming dramas. Rather than capitalizing on a show's location after it becomes a hit, scenic regional backdrops and narrative elements will be mapped with travel in mind before a single scene is shot.
The cornerstone of the initiative is the creation of the “Hallyu Olle Trail,” a network of curated travel routes across Korea's provinces. The project aims to link filming locations nationwide using symbolic installations and interactive spaces, effectively mapping out a pilgrimage route for the modern television fan.
The strategy reflects a shift from passive promotion to experiential marketing. In the latter half of this year, the tourism organization and Studio Dragon will open a dedicated “K-Drama Experience Exhibition Hall” inside HiKR Ground, a contemporary tourism center in central Seoul. The space will leverage Studio Dragon's intellectual property to introduce foreign visitors to regional destinations featured on screen, functioning as a physical gateway that nudges international travelers out of the capital and into the provinces.
"This agreement combines the viral reach of K-dramas with the unique charm of travel to cast a new spotlight on regional areas," said Yang Kyung-soo, the executive director of the international tourism division at the Korea Tourism Organization.
For Korea, the stakes extend beyond simple merchandising.
By establishing an integrated marketing system that converts digital screen time into local foot traffic, officials hope to ensure that the economic benefits of the country’s cultural exports are felt far beyond the glittering streets of Seoul.
This article was published with the assistance of generative AI and edited by The Korea Times.