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Leveraging ‘Hallyu’ Media And The Physical: Asia Phenomenon To Rebrand Mongolian Cultural Tourism

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  • Bat-Erdene Chinbat
  • Tsengel Davaasambuu

Abstract

This article examines the transformation of Mongolia's tourism strategy from the traditional focus on "heritage tourism" to a more contemporary "content-driven tourism" approach (Chung & Jeong, 2024). Although the Naadam Festival continues to be a central attraction, recent South Korean media productions filmed in or featuring Mongolia—such as "Crash Landing on You," "Strong Girl Nam-soon," and the anticipated 2025 success "Physical: Asia" Physical: Asia —have introduced a novel, high-value entry point for international tourists. (Domestic Tourism in Asia, 2009) By analyzing viewership data and the "underdog" narrative of Team Mongolia in "Physical: Asia," this paper posits that Mongolia is uniquely positioned to leverage "Strength Tourism," encouraging global travelers to observe and engage in physical training within its culture.

Suggested Citation

  • Bat-Erdene Chinbat & Tsengel Davaasambuu, 2025. "Leveraging ‘Hallyu’ Media And The Physical: Asia Phenomenon To Rebrand Mongolian Cultural Tourism," International Journal of Social Science, Management and Economics Research - IJSSMER, International Journal of Social Science, Management and Economics Research - IJSSMER, vol. 3(6), December.
    • Handle: RePEc:ags:ijssme:401289
    DOI: 10.22004/ag.econ.401289
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    File URL: https://ageconsearch.umn.edu/record/401289/files/LEVERAGING%2B%E2%80%98HALLYU%E2%80%99%2BMEDIA%2BAND%2BTHE%2BPHYSICAL_%2BASIA%2BPHENOMENON%2BTO%2BREBRAND%2BMONGOLIAN%2BCULTURAL%2BTOURISM.pdf
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