May 03, 2016

    Descendants Of The Sun's boost to S. Korea

    IT IS estimated that hit drama Descendants Of The Sun has contributed more than $3.5 billion to the South Korean economy. Here are the industries benefiting from the craze.


    Thanks to enterprising tour agencies, fans can now visit the drama's filming sites - from Paju city in South Korea to the Ionian Islands and Navagio beach in Greece.

    South Korea's Taebaek city, where the military barracks in the drama were located, has announced plans to rebuild the set. It was torn down after shooting ended in November to make way for reforestation.


    South Korea's Hyundai Motor Company has received more inquiries from Chinese consumers after its cars appeared in the drama.

    Supporting actors Jin Goo and Kim Ji Won shared a kiss in a Genesis sedan while the car continued moving, thanks to its lanekeeping and cruise control functions.

    Hyundai said in a statement: "It is too early to say the show immediately helped boost our sales (but) our dealers are getting increasing interest and inquiries about products shown in the soap opera."


    Popular South Korean beauty brand Laneige struck gold as women rushed to get make-up products worn by its ambassador, the drama's female lead Song Hye Kyo.

    The number of times the so-called Song Hye Kyo lipstick, Laneige's Two-tone Lip Bar, was searched on the Internet surged 11 times after the drama started airing.

    It became a bestseller and was sold out in some stores.


    Sales of Cheong Kwan Jang Red Ginseng Extract Everytime grew by 176 per cent from a year ago, said company Korea Ginseng.

    Its spokesman said an increasing number of Chinese tourists are visiting its retailers and website to order its red ginseng products - all because characters in the drama were seen consuming the extract.