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Title Korean TV Drama daejangkum
Name Standardmold
Date Time/Hit 2005-10-29 14:49:00 / 1224
To help boost the immense popularity of the Korean TV drama "Daejanggeum" (The Jewel in the Palace) in Southeast Asian countries, the Korea National Tourism Organization (KNTO) is holding a month-long Daejanggeum Culture & Tourism Festival (April 16 - May 15, 2005) in Hong Kong. Since last September, KNTO has planned and developed Daejanggeum tour packages and has attracted over 30,000 tourists from Taiwan, Malaysia, and other Asian countries.

The festival consists of various events including the Daejanggeum Royal Korean Cuisine Festival, Daejanggeum Night, and Daejanggeum Tour Package Travel Fair. The "Daejanggeum Night" on April 18 was an event covered by nearly all in the Hong Kong press due to the appearance of popular Hong Kong actress Kelly Chan and the "Little Janggeum," Cho Jeong-eun from South Korea.

At the "Daejanggeum Night," KNTO appointed Kelly Chan a Goodwill Ambassador for Korea's tourism industry. Kelly Chan was the lead actress in the movies "Infernal Affairs" and "Between Calm and Passion."

Kelly Chan and Cho Jeong-eun ("little Janggeum") also had an opportunity to learn about Korean traditional royal cuisine from Ms. Han Bok-ryo, the president of Institute of Korean Royal Cuisine. She was the food advisor to the drama.

With this festival, KNTO hopes to draw more tourists from Hong Kong. In addition, projections aim to attract 100,000 Daejanggeum fans to Korea from Hong Kong and Southern China. Fans from Taiwan comprised the first wave of Daejanggeum tourists to visit Korea.

While current Korean Wave tour products are entertainment-based focusing on popular stars and drama/movie locations, Daejanggeum-themed tour products focused on various cultural aspects, including Korean food, costume, oriental medicine, etc. The Daejanggeum tour products are significant in that they are contributing to the expansion of the Korean Wave as a form of Korean culture and in leading how the Korean Wave should go forward.
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