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S. Korean TV drama money-spinners in China

CCTV.com

05-13-2016 18:56 BJT

It's not just food, music, and fashion, South Korea's TV dramas are also wildly popular in China, but more than a cultural export, they're also doing wonders for product placement and tourism. 

Smart product placements can lead to monster sales.

At least that seems to be true for products featured in the South Korean drama, "Descendants of the Sun", which aired simultaneously in China from February to April.

"Descendants of the Sun"

"Descendants of the Sun"

Sales soared for this Laneige lipstick, after it was featured in the 16-episode romantic series about a soldier and his doctor girlfriend, set in a fictional war-torn country.

Sales soared for this Laneige lipstick, after it was featured in the 16-episode romantic series.

Sales soared for this Laneige lipstick, after it was featured in the 16-episode romantic series.

Shoppers have been snapping up anything and everything featured in this show, now airing in 32 countries, from ginseng health products to military uniforms.

Previously, it was another hit, romantic comedy "My Love from the Star", that broke all revenue records for a South Korean production.

Now, "Descendants of the Sun" is taking top honors, with estimates of more than 3-trillion won, or 2.5-billion-dollars, in economic benefits for the country.

Even President Park Geun-hye said the military-romance drama had a positive impact on South Korea's cosmetics, fashion, food industries. And as you can see behind me, we've already seen Chinese tourists flock into the country after watching South-Korean dramas and other TV programs.

Nowadays, the South-Korean government is facing clamor for economic stimulus measures, but the country's TV dramas - combining romance, popular actors, and beautiful settings - are doing at least some of that work for them!

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