The series is built around awarding contestants attractive prizes based upon their knowledge of lifestyles and customs in various countries of the world. The series has been running on Vietnam's VTV network each week for five years. The series has maintained the same sponsor throughout its run. LG Cosmetics uses the series to promote their upscale Double Rich Shampoo, which is targeted at women 18 to 25 years of age. During its run, "Culture Quest" has ranked fourth amongst format shows in terms of advertising revenues. The past year's ratings for the series put it in the same class as another American import, "Wheel of Fortune".
260 formatted shows available immediately 5 years of broadcast success in Asia