Key market

In recent years, more variety shows in South Korea have chosen China as a filming destination, venturing beyond Beijing and Shanghai to lesser-known cities that reveal local traditions and daily life.

Among those contributing to this cultural exchange is Jiang Lizi, a Miao ethnic girl from Guizhou province who has lived in South Korea for 13 years and works as a bilingual TV host. Recently, she appeared on the show Talk Pawon 25 O'Clock, which conducts "virtual travel" through online connections, allowing South Koreans living in different countries to introduce travel destinations, food, accommodation, and lifestyle.

In August, the show aired a Guizhou special, featuring the Huangguoshu Waterfall, Yelang Valley, and Qingyan Ancient Town. Jiang participated in the episode, sharing her hometown's culture.

Wearing hand-embroidered Miao ethnic clothing and elaborate silver ornaments, Jiang has made this her most distinctive personal image. Since she first entered the South Korean hosting industry more than a decade ago, she has taken every opportunity to introduce the traditional costumes of the Miao people to South Korean audiences.

"Every time, the response has been quite positive," Jiang said. "This kind of outfit gives them a real visual shock." Despite years abroad, she keeps several sets of traditional Miao attire, some handmade by her and her family.

After the broadcast, audiences in South Korea were impressed not only by her stunning attire but also intrigued by the dishes featured in the episode, such as Guizhou's sour soup fish and rice tofu. "These foods don't exist in South Korea, so it's hard for them to imagine what they taste like," Jiang explained.

Chinese cuisine has gained tremendous popularity in South Korea — especially dishes such as malatang and tanghulu. "You could say they've taken South Korea by storm," Jiang said.

A Chinese-Korean family living in Qingdao also shared similar perspectives in another South Korean variety show, Family Over the Border, which explored cities such as Qingdao in Shandong province, Chengdu in Sichuan province and Harbin in Heilongjiang province through the theme of food. The Chinese father in the show said, "Food serves as a common language between China and South Korea. The eating habits of our two countries are quite similar, so audiences can easily relate to it."

The production team of Talk Pawon 25 O'Clock also filmed in Chengdu, as well as Xi'an in Shaanxi province and Ningxia Hui autonomous region. According to Jiang's observations, South Korean crews tend to focus on places that showcase China's unique natural scenery or its historically rich ancient towns — locations rarely seen on South Korean television.

"South Korea's film and television industry is becoming increasingly international," Jiang said. "With South Korea facing a declining birth rate and a growing immigrant population, entertainment content is no longer confined to domestic topics."

She added that China is always viewed as a key market for South Korean productions. "Whether filming in China or incorporating Chinese elements into their shows, producers are likely trying to engage more Chinese viewers," Jiang said.