Lessons can be learned from ROK exporting its cultural products

SONG JOONG-KI, the pop star from the Republic of Korea who recently won fame in China with his performance in the TV series Descendants of the Sun, was invited to be an ambassador for the country's tourism industry at an event in Beijing on Monday. Guangzhou Daily commented on Thursday:

That the ROK's tourism authorities have invited Song to endorse their annual promotional event, makes perfect sense, given his rising popularity especially among many Chinese female fans.

Some Chinese cities have made similar attempts to improve their image, such as inviting famous TV celebrities to shoot promotional advertisements and promote them via various media outlets at home and abroad.