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Vivienne Chow

Local businesses are cashing in on the mania for all things Korean.

National costumes and dolls dressed in traditional outfits are selling strongly, tourists are being lured to a theme park based on the TV series Jewel in the Palace, and Korean restaurants are thriving.

Several stalls in the Ladies Market  in Mongkok have started selling costumes and dolls.

'They are imported from South Korea,' said Wong Ling, who works on one of the stalls. 'We started selling them a month ago, with sizes fitting those aged from two to teenagers. We have various colours and styles made according to the characters in the series.'

A child's dress costs $79.

Ms Wong said in the past there was little interest in Korean national costumes 'but now we sell dozens every day and even more over the weekend'.

Crystal Kee bought her six-year-old daughter, Flora Chong, a Korean national costume from Ms Wong's store. 'It's beautiful and looks different. I like the colour,' said Flora, who walked out the store in the costume. 'But I don't see the show. I only listen to the theme song.'

Louise Chan, who operates a toy store,  said Jewel in the Palace doll sets had arrived last week. A set including a doll, two Korean national costumes and two other outfits, costs $59. A Korean national costume for a doll costs $10.

Ms Chan said sales varied. 'Yesterday we sold none but today we have sold four in just an hour.'

Local travel agencies are also getting in on the act and have organised package tours to visit the shooting location of the series.

Sunflower's general manager, Steve Fung Chung-yuen, said they had been offering such services since the middle of last month, with trips to the Dae Jang Geum Theme Park, the Korean title of Jewel in the Palace.

'Tourists can try out the national costumes and taste the food featured in the TV series. We have two tours per day, and each has 30 people. The fees range  from $1,800  to more than $3,000,' said Mr Fung.

Korean restaurants have also launched Dae Jang Geum menus. Lee Fa Yuen restaurant in Tsim Sha Tsui was among the first to offer the range.

'We  introduced the menu once the TV series was aired in Hong Kong,' said a restaurant spokeswoman. 'Business has gone up by 15 per cent.'

Jewel in the Palace star Ji Jin-hee  will be in town today.



Businesses discover jewel in the crown of obsession with Korea