HanaTour and Awesome Entertainment Expand Humanities-Themed Travel Content
HanaTour is partnering with YouTube content producer Awesome Entertainment to expand its humanities-focused and themed travel offerings. According to the HanaTour newsroom and a report by Newspim, the two companies held a signing ceremony on July 20, 2026, and agreed to work together on expert-led travel packages and overseas content production.
The partnership is designed to introduce travel products through content first, then turn the history and culture explored in those videos into real-world travel experiences. The alliance between a travel company and a content producer is drawing attention as a potential expansion of not only product marketing, but also the way trips themselves are designed.
Collaboration on Expert-Led Trips and Overseas Shoots
The companies identified several areas for cooperation, including the joint development and sale of humanities-themed trips led by experts, filming content at overseas destinations, and providing a travel benefits platform for Awesome Entertainment employees and cast members. The concept is to present the historical and cultural background of each destination alongside expert commentary.
HanaTour plans to combine the narrative and expertise of content with its existing travel products, creating more opportunities to engage customers from the research stage through to booking. Awesome Entertainment will draw on its experience in video production and channel management to showcase the appeal of destinations and travel packages.
First Project Focuses on Xi’an’s History
The first joint project focused on Xi’an in China, also known in Korean as Seoan. The content was released on July 22, 2026, as part of the “Seeing History” series on Awesome Entertainment’s YouTube channel, BODA. According to Newspim, HanaTour plans to use the project as a starting point for promoting related travel products and expanding its expert-led themed offerings.
Xi’an is rich in historical subject matter, from ancient Chinese history and the Silk Road to the Mausoleum of Qin Shi Huang. Rather than simply showcasing tourist attractions, the videos can deepen viewers’ understanding before a trip by explaining the historical context and cultural significance of each site.
BODA’s Content-Driven Travel Strategy
Awesome Entertainment is a content production company that operates knowledge and educational YouTube channels, including “BODA” and “Knowledge Inside.” According to case-study materials from the Ministry of Employment and Labor and related content, the company’s core business focuses on expert interviews and knowledge-based video programming.
In particular, “Seeing History” explores historical events and cultures through commentary from historians and other experts. Materials from the National Assembly Library describe the series as having expanded into both video and publishing since its launch in August 2023. The latest partnership can therefore be seen as an example of connecting educational content with travel products.
Potential Impact and Challenges for the Travel Industry
The strength of content-led travel marketing lies in its ability to convey destination information, emotion and product details in one package. If viewers are encouraged to experience a destination virtually through video before considering a related product, they may find it easier to understand and choose the right trip.
Popularity, however, does not always translate into sales. A key challenge for the partnership will be ensuring that the depth promised in the videos is faithfully reflected in local itineraries, guided explanations, travel routes and pricing.
Bringing Content and Travel Products Together
The partnership between HanaTour and Awesome Entertainment combines a travel agency’s product-development capabilities with a content company’s storytelling expertise. Beginning with the Xi’an project, the companies plan to increase exposure for related travel products and continue expanding their lineup of expert-led themed trips.
As travel content focused on subjects such as history, art, architecture and philosophy grows, travelers will be able to explore the meaning and background of a trip in greater detail before booking. For the travel industry, content strategies that design knowledge and experience together could become a new source of competitive advantage—moving beyond the simple sale of destinations.
Frequently Asked Questions (FAQ)
Why are HanaTour and Awesome Entertainment partnering?
The partnership combines HanaTour’s expertise in developing travel products with Awesome Entertainment’s capabilities in producing YouTube content to strengthen humanities-focused and themed travel offerings.
What are the main areas of cooperation?
They include jointly developing and selling humanities-themed trips led by experts, filming content at overseas destinations, and providing a travel benefits platform for employees and cast members.
What was the destination of the first collaboration?
The destination for the first project was Xi’an in China, known in Korean as Seoan. The resulting travel content focused on the city’s historical and cultural background.
Where can viewers watch the Xi’an travel content?
It was released on July 22, 2026, as part of the “Seeing History” series on the BODA YouTube channel.
How are humanities-themed trips different from conventional travel?
They explore the history, culture, art and philosophy behind a destination with guidance from experts, turning visits to tourist attractions into deeper learning and more meaningful experiences.
What types of products are expected to expand?
HanaTour plans to use the partnership to increase exposure for related travel products and continue strengthening its lineup of expert-led humanities and themed trips.
