South Korea’s Tech-Driven Present & Future for International Events

Aston House, Seoul

Jesús Guerrero Chacón reports

 

Upon landing at Incheon International Airport, it was immediately apparent that the country has invested heavily in MICE infrastructure. The country’s commitment to ensuring a seamless journey for congress delegates was evident from arrival. The MICE Concierge service, run by the Korea MICE Association at the terminal, provides comprehensive support for delegates and organisers. During our journey, we also passed through Gimpo and Busan’s Gimhae International Airports, which reflect South Korea’s top-tier connectivity, offering convenient and efficient travel between cities by air and high-speed train.

 

Seoul

 

The capital and beating heart of South Korea, Seoul is a world-class destination for international meetings, combining modern infrastructure and cultural richness. Our first stop was COEX Convention & Exhibition Center, the city’s leading convention and exhibition centre. During our visit, preparations were underway for the Korean Congress of Radiology 2024 and the K-Hospital+Health Tech Fair, hosted by the Korean Hospital Association and organised by the Future Medical Industry Council and Messe Esang, the largest exhibition organiser in Korea. Both events showcased COEX’s capacity for medical and scientific gatherings, with cutting-edge technology such as AI-assisted simultaneous interpretation and multi-purpose use of meeting rooms and exhibition halls. The COEX area will also be enhanced as a global hub for innovation by the Global Business Complex, Hyundai’s new convention space currently under construction. The complex will showcase the future mobility industry and ensure it is an environmentally friendly location in Seoul. COEX also continues to innovate with the upcoming expansion of COEX Magok. Scheduled to open in November 2024, the new venue is part of the Magok District MICE complex development plan. It will be strategically located near Gimpo Airport, making it more accessible to international delegates.

 

Another outstanding venue we visited was Some Sevit (Floating Island Convention) on the Han River. This unique venue combines natural beauty with modern event facilities. More than just a picturesque location, it offers a variety of event spaces, making it ideal for smaller conferences and exhibitions, receptions, and gala dinners.

 

  

 

Seoul’s commitment to MICE is also evident in its Unique Venues Programme, run by the KTO. One such venue is Korea House, an authentic Hanok-style building that is a peaceful retreat in the middle of the bustling city. It is a popular venue for VIP meetings, with its traditional architecture providing a backdrop that blends cultural heritage with modern business needs. During our visit, we explored its unique meeting rooms, catering to high-level meetings seeking a more intimate, refined setting.

 

Adding to the business focus of our trip was an exclusive lunch with Professor Sanghoon Lee, PhD, a leading AI researcher at Yonsei University – College of Engineering. Professor Lee’s work in AI applications, from image and video quality assessment to human avatar modelling, illustrates the crucial role of local ambassadors in attracting high-profile events to Seoul. He shared his vision of Seoul’s technology-driven future as a global innovation hub partnering with university research.

 

Our stay at Grand Walkerhill Seoul was a luxurious introduction to the city thanks to its breathtaking views, and the exclusive visit to Aston House stood out. Tucked away in a private garden overlooking the Han River, Aston House offers unparalleled exclusivity and welcomes only the most high-profile guests, including world leaders. Under the management of Grand Walkerhill, it is a hidden gem for VIP receptions and post-conference private events in Walkerhill Seoul's many meeting rooms, combining natural beauty with the best in service.

 

We also explored Signiel Seoul in the famous Lotte World Tower, Korea’s tallest building. Aiming for a 6-star rating, Signiel features world-class luxury with breathtaking panoramic city views. Our visit also included a tour of Seoul Sky, the observatory located on the upper floors of the tower, an unforgettable experience for delegates wishing to appreciate the vastness of the entire metropolis.

 

The city’s trendier side was displayed in Seongsu-dong, a district full of industrial-chic cafes, boutiques and cultural hotspots. Known as the ‘Brooklyn of Seoul’, Seongsu-dong is where young professionals and visitors can enjoy a diverse food scene, explore art galleries or unwind after a busy day of meetings. It is the perfect destination for delegates who wish to experience Seoul’s more alternative and creative side.

 

Suwon

 

Just an hour outside of Seoul, Suwon is one of the key cities in Gyeonggi Province. Known worldwide as the home of Samsung’s headquarters, Suwon is a destination for international tech events and has a growing reputation for hosting high-level meetings.

 

At the heart of the city’s MICE offering is the Suwon Convention Center (SCC), which opened in 2019. The centre features a variety of adaptable meeting spaces equipped with the latest technology to accommodate everything from mid-sized conferences to intimate business gatherings. The rooftop terrace is ideal for outdoor receptions and events overlooking the peaceful Gwanggyo Lake Park. The SCC is part of a larger MICE complex that includes the Aqua Planet aquarium – a unique venue aiming to position itself for private events. Whether for dinner or a cocktail reception, a tranquil ‘under the lake’ setting provides an unforgettable backdrop for networking or special gatherings. 

 

       

 

Samsung’s influence in Suwon is unmistakable. The city hosted the 2023 Samsung AI Forum, which attracted over 1,200 delegates and will continue to host the Annual Shareholders General Meeting at the SCC. For event attendees, the Samsung Innovation Museum provides a fascinating look at the technology industry’s past, present and future, allowing visitors to engage with cutting-edge innovations. In 2024, Suwon will further cement its status as a tech hub when it hosts the IEEE World Haptics Conference 2025 and the 20th Intelligent Transport System Asia-Pacific Forum 2025.

 

Suwon is also rich in history, and the UNESCO-listed Hwaseong Fortress, dating back to the 18th century, provides a stunning contrast to the city’s tech landscape, offering a unique cultural venue for smaller events or delegate tours. We stayed at the Novotel Ambassador Suwon, which is conveniently connected to the city’s central station and offers easy access to Seoul and Busan, as well as modern meeting spaces and proximity to the city’s MICE venues.

 

Busan

 

During our visit, Busan was alive with the excitement of the 29th Busan International Film Festival. Held annually in early October, the festival is a prime example of how Busan attracts visitors for cultural and business events, making it a serious player in the MICE and cultural sectors.

 

A key stop for us was BEXCO (Busan Exhibition and Convention Center), a pillar of the city’s MICE infrastructure capable of hosting large-scale international events. During our visit, preparations were well underway for the upcoming Busan Finance Week 2024, and they were already hosting 2024 COBE Baby Fair and the Busan Coffee Show, both of which were open to the general public. This demonstrated the flexibility and efficiency of the signage, branding, and crowd management to guide visitors to each event.

 

BPEX (Busan Port International Exhibition & Convention Centre) was equally impressive. Located close to the bustling port area. This venue has been vital for events related to the maritime industry, such as the annual Busan International Port Conference, held in partnership with the Port Authority. The integration of waterfront views, a sky garden and development plans for a marina and opera house by 2030 make BPEX an outstanding option for international associations and companies seeking a unique, multi-functional venue with a distinct maritime flair.

 

   

 

Beyond the business world, the ARTE Museum, which opened in July 2024, is an immersive digital art experience that showcases the eternal nature through multi-sensory media art installations. Playing with light, sound and interactive technology, it transforms ordinary spaces into captivating landscapes of wind, water and digital flora and fauna. It also turns the Musée d'Orsay collection into media art, making it the perfect venue for events that combine creativity and technology. This is the place to be for planners looking to wow their delegates with something creative and out-of-the-box.

 

Busan is also a destination for food lovers. We enjoyed local delicacies at Chilam Manjang Restaurant, famous for its eel dishes and a must for any seafood lover. Busan’s culinary landscape is evolving with the Michelin Guide Busan 2024 launch, further cementing the city’s reputation as a gastronomic hotspot. For a more casual experience, visitors can enjoy the lively street food scene at the Haeundae Traditional Market, just off Haeundae Beach. The Grand Josun Busan, just steps from the beach, also offers a range of meeting spaces and stunning coastal views.

 

Incheon

 

China Town was the starting point of our visit to Incheon, where we were immersed in the city’s rich history. This area offers a fascinating glimpse into the heritage of the Chinese settlers who arrived at the opening of Incheon Port in 1883. The colourful streets, historic landmarks and traditional Chinese cuisine add a unique cultural layer to this port city. Today, Incheon remains a central city hub, home to Korea’s busiest international airport and a rising destination for MICE planners. Incheon International Airport is the first point of contact for many international visitors and perfectly connects to the country’s meeting infrastructure.

 

Songdo ConvensiA was our next venue, easily accessible from the airport and Seoul. This eco-friendly, state-of-the-art convention centre is the host venue of the Korea MICE Expo, confirming its status as a go-to space for hosting events internationally. Its LEED-certified design and ultra-modern facilities offer planners flexible meeting spaces, including a virtual studio and video conferencing rooms. The venue’s proximity to major transport hubs enhances its appeal for events requiring seamless connectivity.

 

One of the highlights of our visit to Incheon was the INSPIRE Entertainment Resort, which blends technology and nature to create immersive, high-tech experiences. Opened earlier in 2024, INSPIRE is a five-star resort with venues designed for large-scale events. The INSPIRE Arena, with a capacity of up to 15,000 people, has already hosted international artists like Maroon 5, showcasing its versatility for high-profile entertainment events. The resort’s meeting rooms offer a blend of luxury and functionality for corporate gatherings. Recently, Ferrari chose INSPIRE to launch a new car in Asia, taking advantage of the venue's advanced, technology-led branding options and flexible spaces to create a standout event.

 

During our visit, the ballroom was being prepared for the K-Link Festival, a major celebration of K-pop and K-culture in partnership with KTO. This further highlights the resort’s adaptability to host various events with cultural and international appeal.

 

 

 

Support Programmes

 

South Korea’s commitment to events and international tourism is undeniable. As part of Visit Korea Year 2023-24, the Ministry of Culture, Sports and Tourism and KTO lead ten major projects, including the 100 K-Culture Tourism Events programme. This initiative covers culture, arts, sports and food, with the support of KTO’s 32 overseas offices, which promote significant exhibitions and festivals worldwide. With this momentum set to continue in the coming years, KTO is ready to help planners bring their events to life and ensure success in Korea.