Conference & Meetings World Issue 95 - Page 46

Korea report I just came to say ‘Hallyu’ Case Study What: General Assembly and World Congress of the UIA allyu the ‘Korean Wave’, is a term that embraces Korea pop music, drama, culture, films and more. Hallyu is an important factor in attracting MICE groups to Korea, too, as emphasised by Mr Suwook Ahn, MD of SM Entertainment, one of Korea’s biggest entertainment companies. Ahn delivered the keynote at KME and highlighted the synergy between Korean Wave and the MICE Industry. Korea has 12 UNESCO World Heritage Sites and the country’s traditional culinary culture is a huge pull for visitors. Korea’s MICE professionals are keen, however, to stress the importance of striking a balance between tradition and modernity as well as serenity and dynamism. The proof is certainly in the pudding, with 500,000 incentive travellers visiting last year. K-Style Hub in Seoul offers an experience for the delegate keen to try on the local traditional Hanbok clothing and craft experiences while there are tours available at the Korean Food Exhibition Hall. For fans of temple art there are is no shortage of sites, with Haedong Yonggungsa not only being a massive score in scrabble, but a real treat set high up on the coast. A trip from the coach park will quickly account for your day’s 10,000 steps also. In Gyeongju, the Donggung Palace is a photographer’s dream and the nearby Seokguram Grotto is another tranquil setting for delegates to unwind. It also has UNESCO status and was established in the 8th century under the Silla Dynasty. In the same vicinity you can try out a traditional tea ceremony at Gyochon Village, although you don’t have to go far to find a tea house in Korea. And if your delegates are very keen, take them to Daehan Dawon Tourist Tea Plantation. Where: COEX Centre, Seoul (Congress), The Dongdaemun Design Plaza DPP (General Assembly) Delegates: 10,000 (Congress) When: 3-10 September 2017. In September 2017 30,000 who to champion and lead a architects descended on the bid for congress and deliver on capital, Seoul. President of the venues and infrastructure, but International Union of Architects also ‘get’ legacy and creating (UIA) Thomas Vonier said: ““As an outreach buzz hence what the sole global organisation they did for this event, around representing the world’s their uber-cool designer architects, now estimated to architecture in Seoul.” number some 3.2m, holding our Outreach for the city main event in Korea placed us included a student poster close to centres of population competition and the backdrop and economic activity included the Seoul Biennale throughout East Asia and the of Architecture and Urbanism Pacific Rim. which opens 2 September and “Korea is also a leader in architecture, design and urban went until 5 November. The third major Architecture planning, with many leading- event was the Ninth Seoul edge projects. Seoul was Architecture Festival, where they very supportive in all respects offered free programmes and and the Mayor made several seminars to the public at the Oil appearances during the events. Tank Culture Park. “The city itself is safe, Back in the 1970s this venue convenient, affordable, friendly was a huge oil reserve, but in and attractive.” 2015 was rejuvenated into a Vonier adds: “Koreans are very good at identifying not just culture space and reopened in 2017. CONTACT The KoreaMice Bureau appointed representative in the UK is 46 / CONFERENCE & MEETINGS WORLD / ISSUE 95