PolyU Study Finds Highly Popular Drama Influences Perceptions of Korea

PolyU's School of Hotel and Tourism Management | April 17, 2015

April 17, 2015 - Viewers of the immensely popular television drama Daejanggeum (Jewel in the Palace) are keen to try Korean food and have a positive image of the country, according to Dr Samuel Seongseop Kim, Dean and Chair Professor Kaye Chon of the School of Hotel and Tourism Management (SHTM) at The Hong Kong Polytechnic University and a co-researcher. In a recently published study of customers at Korean restaurants in Hong Kong, Taiwan and Thailand, the researchers find that the drama's portrayal of Korea and its national cuisine provides a strong impetus for people to visit the destination. In today's media-dominated world, films a...