The Ministry of Culture, Sports and Tourism and the Korea Tourism Organization (hereafter referred to as the Organization) have hosted the Korea Travel Fest 2023 at the Kuala Lumpur Convention Center (KLCC) Plenary Hall from the 28th to 29th to promote the 2023-2024 Year of Visiting Korea and attract more tourists from Malaysia during their peak travel season in winter.
Over 20,000 visitors came to the K-culture tourism promotion zone set up at the event venue, where they experienced diverse K-culture through Halal Korean food tasting, Korean winter sports VR experience, and K-beauty makeup demonstrations.
In addition, domestic airlines and OTAs participated in the event, selling tourism products that included popular drama filming locations such as Busan, Pohang, and Gangneung.
On the first day of the event, approximately 3,000 people attended the K-Drama OST Concert. Artists like Soyou, Car, the Garden, Kassy, and Vincent Blue, who sang the OSTs of globally popular dramas like Guardian: The Lonely and Great God and Hometown Cha-Cha-Cha, performed and participated in a talk show about traveling in Korea, receiving great responses from the audience.
On the second day, the Meet and Greet with Jaejoong, a fan meeting with Hallyu star Kim Jaejoong, an actor and singer, was held, attracting about 3,000 local fans. Not only did he perform on stage, but he also recommended Korean travel destinations and Korean food to his fans.
The concert and fan meetings were so popular that the reservation tickets sold out within three minutes, and the reservation website crashed. The Kim Jaejoong fan meeting (in November) and the OST concert (in December) will be broadcast through the KBS World channel, which is aired in 146 countries, and Malaysia’s most prominent broadcasting station ‘Astro.’
Meanwhile, on the 30th, a B2B consultation meeting attended by 300 industry insiders from domestic and foreign airlines and travel agencies, and the Night of Korean Tourism event will be held. In addition, the Organization plans to establish a foundation for attracting large-scale Korean tour groups by signing a business agreement with the Malaysian Pharmaceutical Industry Association for expanding Korean incentive tourism (reward tourism).
Seo Young-chung, the head of the International Tourism Department of the Organization, said, “Malaysia is emerging as an important high-value Korean tourism market as it is classified as a high-income country in Southeast Asia.” He added, “The Organization will not stop at this event but will continue to promote customized tourism marketing for each country to expand the Malaysian market for visiting Korea and increase domestic consumption.”
By. Eom Pan-do
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