- Celebrating the 20th anniversary of Hallyu in Japan, held a “K-tourism Special Talk Show” for Japanese audiences at the Myeongdong Nanta Theater on May 31

 - The story of Nanta told by producer SONG Seung Hwan, with participation from singer and musical actor JO Kwon

The Ministry of Culture, Sports and Tourism (Minister PARK Bo Gyoon, MCST), with the Korea Tourism Organization (CEO KIM Jang Sil, KTO), is executing marketing strategies to attract Japanese tourists in connection with Nanta, the originator of Hallyu (Korean Wave) in the performing arts field. In celebration of the Visit Korea Year 2023–2024, the Ministry is promoting the charm of K-tourism to the world as a national task.

 Celebrating the 20th anniversary of Hallyu, highlighting “Memories of Hallyu” with Nanta, loved by the Japanese

Since its premiere in 1997, around 11.5 million foreign audiences have watched Nanta performances, of which 2.5 million are Japanese. This year, in commemoration of the 20th anniversary of the Hallyu craze in Japan (airing of the TV drama “Winter Sonata” on NHK in 2003), the “Memories of Hallyu” promotion was held for 1,000 Japanese tourists from May 31 (Wed), in collaboration with Japanese travel agency H.I.S., Nanta (PMC Production), and Lotte Outlet.[1] In addition, promotional activities also include K-beauty and K-pop–themed travel content preferred by Japanese tourists, as well as experiential products available at Nami Island, the filming location for the drama “Winter Sonata,” and location tours of the filming site for “Crash Landing on You.” These efforts aim to promote visits to Korea by Japanese K-culture enthusiasts and stimulate their interest.

On the afternoon of May 31 (Wed) at the Myeongdong Nanta Theater, a “K-tourism Special Talk Show” was held to announce the start of the “Memories of Hallyu” promotion for Japanese tourists. Second Vice Minister CHO Yong Man of the MCST attended and welcomed the Japanese audience, and producer SONG Seung Hwan told various stories about Nanta. Singer and musical actor JO Kwon also helped promoting the appeal of K-tourism, with performances that Japanese tourists can enjoy and recommendations for restaurants in hidden alleys.

 Expansion of K-performance tourism to the Japanese market, such as the “2023 Welcome Daehakro” showcase in Japan

Following this promotion, the MCST will expand performance tourism marketing for the Japanese market. Nanta sparked their interest in K-performance, which now expands to various musicals, classical music, Korean fusion music, and street dance.

In particular, ahead of the “2023 Welcome Daehakro,” a representative Korean performance tourism festival to be held from October 14 to 28 in the year’s second half, a showcase is planned to be held in August in Japan’s regional cities, Kagawa-ken and Ehime-ken, where air routes between Korea and Japan have been restored. In the showcase, performances for the “2023 Welcome Daehakro” are introduced, and specialized travel products are marketed with local travel agencies.

Producer SONG expressed his feelings, saying, “Through the ‘Memories of Hallyu’ promotion, which is being held to commemorate the 20th anniversary of the Korean Wave in Japan, I hope many Japanese tourists can fully enjoy the beauty of the performances, which are an indispensable part of their trip to Korea.”