Korean food comes to China

MARKETING   STAR   TOURISM

Guangzhou – Korea's tourism board has stuck a deal with News Corporation's STAR, launching a series of events to promote Korean culture and food across China.

The campaign includes broadcasting cuisine drama Sik Gaek on STAR’s XING KONG channel in Guangdong province, starting in July. Adopted from comic book series, Sik Gaek is about sibling rivalry in which two brothers compete for the succession of a family restaurant established for generation.

To further promote the drama, the tourism group organised a cooking event in Guangzhou and invited drama actors and Korean gourmet expert to make kimchi for fans.

“We are glad to have [Korean Tourism] with us in the project.  We hope the campaign allows more mainland tourists to know more about Korea, especially food,” Ben Lu, associate vice president, corporate affairs and communications, said.

_________________________________________________________________________________________

More quality Lighthouse titles

Managing people? For HR and leadership strategy, Human Resources has it covered.

Want to get on the right side of the procurement department?
Direct them to Procurement Asia.