Easier to sell with a story to tell

Easier to sell with a story to tell

Decades ago, it might have sounded ridiculous if the agricultural sectors of any given country had decided to make a movie or television series to boost sales of their produce. This is mainly because it is hard to imagine how a film could ever influence the lives and business of farmers that live mostly in remote areas.

Today the situation has changed and there are now plenty of examples to show how people have started to use a more entertaining approach to promote agriculture.

Last month, for example, I visited South Korea, and roamed the strawberry plantations that were chosen as shooting locations for a Thai romance film. This idea was initiated by the local agricultural co-operatives with the hope that the exposure would help attract Thai tourists to their farms and subsequently buy fruits to take back home.

This is not the first time a film has been used as a tool to promote tourism. Years ago, Thai romantic comedy flick Guan Muen Ho (Hello Stranger), which was filmed in Korea and was shown in Thailand, dramatically encouraged the arrivals of Thai visitors to Korea.

And of course, all the filming locations in the movie have been included in the travel itinerary of Thai tourists - who do not require visas to enter the country.

A lot of Korean TV series that air in Thailand also promote the coffee culture of downtown Seoul, meaning that you can now find Thai tourists every 10 minutes while strolling around the lovely enclave of Bukchon.

South Korea has also captivated Thailand with its K-Pop culture. Korean boy bands and attractive singers have become idols for teenagers, who fly thousands of miles for a concert and pay for souvenirs.

With the continual promotion of Korean culture, Thai buyers have become a major market for Korea. These Thai tourists do not require a lot of explanation and information regarding what they are going to see or what they are going to buy. They know it all already.

Promoting the country’s tourism through films and entertainment might just work as it is easier to sell something with a story to tell. Strawberries in remote farms in Korea taste no different from those in Chiang Mai, but it is the sweetest fruit for those who love the story behind them.

In our fast evolving world, every product needs extra support from social media and modern marketing or else it runs the risk of being left behind. Travel features or TV advertising spots alone are no longer enough to impress buyers.

Personally, I think it is creative to promote Korean strawberries via movies.

Unfortunately, I’ve never seen such an approach applied to Thai rice or Thai tropical fruits. Even though there have been a few TV series that were filmed at places like cabbage hills in Phetchabun or terraced rice paddies in Chiang Mai, we have never seen one that mentions or helps promote the good side or heavenly taste of that produce.

I admit that after learning about the idea of promoting Korean strawberry farms through films, my imagination ran wild. Thai rice is a very important export and has a long story to tell too, particularly the world famous jasmine rice. When rice grains in the rice field begin to ripen and the paddies turn yellow, I am certain it is one of the most stunning landscapes in the country. No words can explain the fragrance of freshly cooked jasmine rice.

Neat rows of rubber trees on plantations in the South, the vibrant colours in orchid farms in the North or the deliciousness of durian and Thai cuisine — all these can serve as a beautiful backgrounds to tell stories.

Each year a number of foreign movies are filmed in Thailand, but most of them only tell their own stories. Scenes of bustling nightlife in Pattaya or hectic Bangkok are often included. But few leave good memories of Thailand.

It may sound like a daydream, but there should be someone who tries to tell the world these tales, in creative ways.

After all, if Korean farmers dare to dream, surely Thai farmers can too.


Peerawat Jariyasombat is a travel writer of the Life section of the Bangkok Post.

Peerawat Jariyasombat

Travel Reporter

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