Korea Looks to Keep 'Hallyu' Moving in Asia

Korea Looks to Keep 'Hallyu' Moving in Asia

A high-ranking official of the Korea National Tourism Organization (KNTO) has revealed his ambition to turn Korea into a popular tourism destination in Northeast Asia.

``We intend to make a travel association for Northeast Asia or a tour block for the region with Korea at the center. The number of visitors to China, Japan and Korea reaches 20 million a year,¡¯¡¯ said Ji Il-hyun, executive vice president for KNTO¡¯s overseas marketing.

He made the remarks in an interview with The Korea Times on Tuesday, two days before the start of the April 7-9 annual meeting of the Korea chapter of the Pacific Asia Travel Association (PATA) in Daejeon (Taejon).

``South Korean tourism has a long history, but there has not been a venue where everyone in the nation¡¯s tourism industry could gather, including hotels, airlines, travel agencies, academies and local authorities,¡¯¡¯ Ji, who is also vice chairman of PATA Korea Chapter, said.

The conference will serve as a business meeting for local operators, and also allow some 120 foreign travel agents and reporters to see tourism programs presented by Korea¡¯s various local authorities.

The invitation of foreign tourism agents is a part of the nation¡¯s efforts to become a tourism hub in Northeast Asia.

Some have speculated that the Korean wave will soon subside, but Ji disagreed.

``Around 2000, when Korean singers like H.O.T. were very popular in China, people said hallyu in China would die down. But it didn¡¯t and has continued to succeed through soap operas and movies as well as music. The wave will continue in many ways,¡¯¡¯ he asserted.

In Hong Kong, the Korean soap opera ``The Great Changkum,¡¯¡¯ which features Korea¡¯s traditional royal dishes and oriental medicine, is currently very popular. On April 18, a public relations event for the drama will be held in the country attended by the main actor Ji Jin-hee.

He said travel Web sites related to the soap opera are gaining popularity.

``This kind of drama has changed foreigners¡¯ conception and recognition of what Korean food and dress is. Korean food was just another foreign food to them, but now it is thought of as a functional food along with oriental medicine,¡¯¡¯ Ji said.

``The boom of ``The Great Changkum¡¯¡¯ could also be developed into high quality tourism programs introducing oriental medicine or the cuisine of royalty. It will also increase the length of travelers¡¯ stay,¡¯¡¯ he added.

The tourism organization is trying to help the wave continue by supporting the production of new soap operas.

``We¡¯ve decided to support a new drama of Yun Seok-ho, director of ``Autumn Tales¡¯¡¯ and ``Winter Sonata,¡¯¡¯ two dramas that were very popular in Asia. His team will discuss shooting locations with us, and we¡¯ll help them get cooperation from local authorities,¡¯¡¯ Ji said.

The organization is also preparing to develop performances and concerts into a travel program. ``These contents will be able to show entertainment Korean-style,¡¯¡¯ he said.

koreatimes.co.kr

04-05-2005