The Incheon Tourism Organization is developing the set of a popular K-dance TV program into a tourism product. The approach draws visitors through set exhibitions, then encourages spending through experience classes, merchandise, and old downtown tours. The plan aims to convert last year's success, which drew 74,536 visitors to the set, into consumption.
The Incheon Tourism Organization said on the 23rd that it is operating K-dance tourism products in connection with CJ ENM's new program "Street World Fighter: Director's War." The structure links visits that once ended with viewing to actual spending. It is an experiment that expands the intellectual property (IP) of broadcast content into a revenue value chain connecting exhibitions, experiences, merchandise, and tours.
The basis for this experiment is the crowd-drawing power confirmed last year. The set of "World of Street Woman Fighter" (Sangsang Platform), whose production the organization supported, saw visitors more than double after the broadcast. This demonstrates that content success translates into actual visits.
Paid products for foreigners are the core of the value chain. It is a one-day product that combines a K-dance class with a professional instructor with tours of the open port area and Sinpo International Market as well as culinary tourism. It will be operated a total of 22 times as a course departing from Seoul with partner company Nolden Oppadeul. The target is to attract 1,760 foreign tourists.
The exhibition will be held from the 21st of this month to October 25 at Sangsang Platform Hall 3 (1,910 square meters). It uses actual filming sets and props, with a goal of drawing 100,000 visitors. The program will first air on August 18 on Mnet, with simultaneous programming on tvN and broadcasting on TVING to expand global exposure.
Yoo Ji-sang, president of the Incheon Tourism Organization, said, "By linking global K-content with Incheon's tourism resources, we will continue to discover Incheon's own K-culture tourism model in which content leads to actual tourism."
