A proposal has emerged to move away from the traditional method of placing signs at filming locations after a drama's success and waiting for tourists. Instead, it suggests designing tourism experiences from the content planning stage, connecting K-drama settings with actual travel destinations and anticipating what fans will see and experience on-site.
Studio Dragon has chosen Gangneung, a key filming location for the drama 'Goblin,' as its first experimental site. The plan is to use the iconic 'red door,' which symbolically connects Korea and Quebec, Canada, to encourage fans to revisit Gangneung.
Yu Sang-won, vice president of Studio Dragon, emphasized this approach during a special session at the '2nd Recent Trends in Korean Tourism Data Seminar' held at The Plaza Hotel in Seoul on August 27. He pointed out, "The way travelers consume content has changed. While they want to visit Korea after watching a drama, no one explains what they should do once they arrive, which is a problem."
In fact, a survey of foreign tourists in 2024 revealed that 38.3% cited 'Hallyu content' as the primary reason for their interest in Korea. Although K-content has reached a stage where it generates actual travel demand, there are still insufficient mechanisms to translate this interest into local stays and tourism spending.
Yu noted that domestic content tourism has relied on a 'post-release tracking' model, where fans visit filming locations after a drama's success, followed by the late addition of signs or photo zones. He remarked, "For the past 20 years since 'Winter Sonata,' the cycle has repeated: tourists come when a drama is popular, and they disappear once it ends. We have relied too much on luck with successful content and dramas." He cited international examples where content production and tourism are integrated from the outset, highlighting Hakodate, Japan.
In Hakodate, the city featured in the 'Detective Conan' movie, the production company collaborated with local tourism officials before the film's release to connect tourist attractions with the storyline, preparing transportation wraps, maps, exhibitions, and cafes. This ensured that fans knew where to go and what to do upon arrival.
Similarly, New Zealand's Hobbiton, the filming location for 'The Lord of the Rings,' has transformed its set into a tourist resource, allowing visitors to walk through the film's locations and experience the world of hobbits firsthand.
Yu described this method of designing actual spaces and fan behavior during the content planning stage as 'IP coding.' He explained, "Until now, the structure was to install signs after a drama's success and have people take photos. We should start designing what fans will do on-site from the moment the script is written."
As the first case to be implemented in Korea, 'Goblin' is notable. Even a decade after the drama ended, fans still visit the Jumunjin breakwater in Gangneung to recreate scenes featuring the characters Kim Shin and Ji Eun-tak.
Yu proposed incorporating the 'red door,' a symbol from the drama, into the tourism experience. He stated, "The red door remains in fans' memories even after ten years. If a red door appears on the Gangneung beach, it will give fans a new reason to visit."
Studio Dragon and the Korea Tourism Organization have already begun efforts to connect K-drama IP with local tourism. The two organizations signed a memorandum of understanding in June to collaborate on developing tourism content and experiential programs utilizing K-drama filming locations.
Yu revealed plans to implement the 'red door' from 'Goblin' as a tangible tourism experience in Gangneung. In September, to mark Studio Dragon's 10th anniversary, they plan to hold an exhibition showcasing K-drama IP to encourage visitors to return to the regions depicted in the dramas.
He also emphasized that tourism cannot be completed with content alone. There must be infrastructure for transportation, accommodation, reservations, and local experiences. Yu stated, "Having a story does not make a trip. There must be places to stay, transportation options, and experiences to enjoy in the area. Content companies create reasons to visit, local governments create reasons to stay, the travel industry makes it possible to go, and tourism organizations connect all these elements."
Studio Dragon plans to apply 'IP coding' to some of its future dramas, moving beyond creating tourism products after a work is completed to designing local spaces and fan travel experiences from the script stage.
Yu concluded, "Content does not create travel destinations; it creates reasons to travel. Our goal is to connect the stories we love with reality, encouraging people to travel through Korea following those narratives."
* This article has been translated by AI.
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