Guam taps media group to expand Korean market reach
By Pacific Island Times News Staff
The Guam Visitors Bureau has teamed up with a media group to beef up its marketing campaign to grow the South Korean market.
GVB president Régine Biscoe Lee and SBS Medianet president Cho Jae Yong signed a memorandum of understanding in Seoul on Oct. 14, formalizing the partnership.
“We are pleased to establish this strategic partnership with the Guam Visitors Bureau,” Yong said. “We look forward to showcasing Guam’s unique appeal to Korean audiences through engaging broadcast and digital content, while strengthening our long-term partnership.”
GVB said the partnership will explore opportunities to plan and produce travel and lifestyle content across television and digital media, as well as on-island filming support, tourism content development and joint initiatives.
“Media partnerships like this one are an important part of how we share Guam’s story with the world,” Biscoe Lee said.
“Through our collaboration with SBS Medianet, we look forward to exploring new ways to introduce Korean audiences to Guam’s rich CHamoru culture, expand sports & wellness tourism and highlight unique experiences.
"This partnership presents an exciting opportunity to tell our story through engaging content, inspire travelers to discover more of our island, leverage SBS Medianet’s wide reach and strengthen our connection with the Korean market and beyond.”
SBS Medianet, part of South Korea’s SBS Media Group, has a broadcasting history spanning more than 25 years and operates specialized television channels, including SBS Life, SBS Sports, SBS Golf, SBS Golf2, SBS Biz, and SBS NEX.
Its programming spans lifestyle, entertainment, sports, golf and business, offering opportunities to showcase Guam’s CHamoru culture, cuisine, attractions and local experiences to Korean audiences.
GVB said it aims to grow its presence in Korea through strategic collaboration with stakeholders in the travel and media industries to generate visitor interest and sustain the island's competitiveness in the market.
On Sept. 17, the GVB board approved the bureau's $28.97 million operating budget for fiscal 2027, which covers destination development, administration and research, and marketing, including a plan to hire a country manager to represent Guam in South Korea.
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