TAT Leverages JISOO Film Location in Bangkok to Boost Sub-Culture Economy

The Tourism Authority of Thailand (TAT) is promoting an experiential tourism initiative focused on locations in Bangkok featured in a film starring South Korean singer and actress JISOO. This effort aims to invigorate Thailand's "sub-culture economy." This initiative leverages the popularity of Korean Wave content, such as K-pop and Korean dramas, to attract a new segment of tourists as part of Thailand's tourism strategy. By organizing tours that visit places JISOO frequented in the movie and areas where filming took place, the aim is to appeal to fans' emotions and stimulate consumption. Specifically, the plans are expected to include photogenic spots and locations where visitors can experience local Thai culture. This approach seeks to offer an immersive experience that goes beyond mere sightseeing, deepening interest in Thailand. Through such content-driven tourism promotions, the TAT intends to showcase Thailand's diverse attractions and boost tourism revenue, with a ripple effect on the regional economy. The goal is to achieve sustainable growth in the tourism industry, particularly by gaining support from younger demographics and specific fan bases.