10 MIX AUGUST/SEPTEMBER 2018 http://www.mixmeetings.comBulletin
Korea invites planners
to surf the K-wave
ASIA’S “trade fair capital” is still Hong Kong, but there is no room for
complacency in the face of tougher competition from regional rivals, an
association representing the industry in the city has warned.
The Hong Kong Exhibition & Convention Industry Association (HKECIA)
says its latest annual survey on exhibition activities in the city shows a
positive performance over the year despite fierce competition from new
facilities elsewhere in the region.
“Key indicators of the survey, such as the number of exhibiting
companies and the number of exhibition visitors, show encouraging
growth year-on-year of 5.2 per cent and 11.8 per cent respectively.
The results reaffirm Hong Kong’s leading position as the Trade Fair Capitalkoreaconvention.org/SOUTH KOREA is counting on strengthening its position
in the global conference and incentive markets via the
popular culture and entertainment phenomenon known as
hallyu, or the K-Wave.
The new direction was announced to planners and
buyers from more than 30 countries during the opening
ceremony of the two-day Korea MICE Expo 2018 in
Songdo City, Incheon, on June 14.
“Under the theme of ‘Hallyu Meets MICE’ we implement
a new approach to bring Korea’s most attractive qualities:
hallyu, and the MICE industry, together,” said Ahn
Youngbae, president of Korea Tourism Organisation.
Hallyu, also known as the Korean Wave, is considered
Korea’s modern tourism drawcard. It consists
predominately of popular culture and entertainment,
including K-pop, Korean movies, TV dramas, fashion, and
through these, destinations, experiences and cuisine.
Hallyu also complements Korea’s historical, traditional
and cultural side, and increasingly the term used to include
an international liking for Korean culture, including old
traditions, customs and cuisine.
Also speaking at the opening ceremony about the mutual
benefits of Hallyu meets MICE was Ahn Suwook, managing
director of SM Entertainment, a leading recording‘Trade fair capital of Asia’ wary of rivals
company and talent agency. Chart-topping K-pop band
Shinee also appeared as the new official ambassadors of
conference and incentive tourism.
Hallyu was also a theme on the show’s exhibition floor.
There was an area dedicated to Korea’s unique venues,
some with a direct Hallyu connection and which served
as sets for TV shows, films and K-pop videos. Other
venues had the accent on art, history or were
culturally based.
The Korea Beyond Meetings pavilion displayed the
diverse range of incentive experiences only found in
Korea, largely thanks to their links to K-wave and
traditional culture. KTO believes the added value provided
by hallyu will keep Korea at the forefront of planners’ minds
and give the destination a competitive edge.
Meet hallyu – Explore, page 28
By Vicki Williamsof Asia,” the association said in a statement.
Stuart Bailey, who has been re-elected HKECIA chairman, said
that although the survey data supported the view that the current
economic environment favoured exhibition activities, he warned against
complacency.
Huge exhibition facilities are due to be added to the competition Hong
Kong faces from Shenzhen in addition to large facilities in Shanghai and,
closer to home, in other parts of the Pearl Delta – or Greater Bay Area –
such as Zhuhai and other parts of Guangdong province.
“We must have a strategy that clearly recognises the new future
ahead,” Bailey said.