(Left) Yang Kyung-soo, Director of International Tourism Division at Korea Tourism Organization, Korea Tourism Organization (Right) Yoo Sang-won, Head of IP Strategy Business Division at Studio Dragon

K-Drama exhibition to be held at HiKR Ground in Cheonggyecheon, Seoul

“As the company with the largest portfolio of drama IPs in Korea, we aim to extend the emotional impact of dramas into offline travel experiences.”

(2026-06-18) Studio Dragon and the Korea Tourism Organization (KTO) are launching a full-scale initiative to promote regional tourism by leveraging K-drama IPs (intellectual properties) that have captivated audiences around the world.

Studio Dragon announced on June 17 that it had signed a Memorandum of Understanding (MOU) with the Korea Tourism Organization to jointly pursue regional tourism promotion projects through K-dramas. Through this agreement, the two organizations plan to engage in comprehensive cooperation to attract both domestic and international visitors by developing a variety of tourism content that combines Studio Dragon’s drama IP portfolio with KTO’s infrastructure and marketing capabilities.

The first collaborative project between the two organizations will be a K-drama exhibition at HiKR Ground, a multi-cultural complex located along Cheonggyecheon in Seoul. Utilizing HiKR Ground’s advanced multimedia infrastructure, the exhibition will offer visitors a differentiated content experience through immersive spaces where they can engage with Studio Dragon’s acclaimed dramas through all five senses. Planned in celebration of Studio Dragon’s 10th anniversary this year, the exhibition is scheduled to take place in the second half of 2026. The two organizations will also pursue the “Hallyu Olle Trail” project, a local tourism initiative designed to spotlight regional attractions across Korea. The project will create travel routes based on drama filming locations nationwide by developing symbolic landmarks and interactive content inspired by those sites.

 

Yoo Sang-won, Head of IP Strategy Business Division at Studio Dragon, said, “Together with the Korea Tourism Organization, we plan to gradually introduce unique experiences that allow global fans who have dreamed of visiting Korea through K-dramas, as well as domestic fans, to directly experience the locations, symbols, and settings featured in our dramas. As the company with the largest portfolio of drama IPs in Korea, totaling more than 300 titles, we plan to introduce programs that can extend the emotional impact of dramas into offline travel experiences.”