Playful Korea

Stretch those limbs after a meeting and learn to move like K-pop idols at DEF Dance Studio Picture by DEF Dance Studio

After years of successful courtship with global congresses, Seoul is now flaunting more of its fun side to garner more incentive wins. By Karen Yue

In a marketplace where competition for international congresses is intensifying by the minute, South Korea’s capital city has managed to retain fifth spot on UIA’s ranking of top international meetings cities for three years running – in 2010, 2011 and 2012 – while raising its count of qualified meetings from 201 in 2010 to 253 in 2012.

Now that it has developed a forte in hosting international congresses, Seoul is eager to boost its performance in another events sector.

Maureen O’Crowley, vice president of Seoul Convention Bureau at the Seoul Tourism Organization (STO), said: “It is time for us to shift our focus onto incentives. The great thing about incentives is that they materialise much faster than conventions and exhibitions which take years to prepare and happen.”

In general, Seoul Convention Bureau is strengthening communications and cooperation with DMCs and incentive professionals to garner more incentive wins.

Since intensifying its courtship of incentive clients last year, Seoul Convention Bureau has supported 66 corporate meetings/incentives in 2013, compared to 45 in 2012.

One of these events was a teambuilding programme for 200 members of McDonald’s Singapore in May. Activities were an interpretation of Running Man, a popular Korean TV game show, in Lotte World amusement park. Another was a 1,000-pax Nuskin Japan gathering in July.

“We also had many small-sized incentive groups,” said O’Crowley.

The number of meeting/incentive footfalls in Seoul registered an even more spectacular jump – from 5,265 in 2012 to 18,665 in 2013.

“Much of this can be attributed to the expanded support programme we offer to DMCs,” she explained.

The enhanced support by the bureau included its first-ever financial subvention. To qualify for this, groups must have at least 50 international attendees who stay a minimum of two consecutive nights in Seoul. The scheme provides 20,000 Korean won (US$18.70) per delegate, up to a maximum of 20,000,000 Korean won, as well as souvenirs, welcome events at the airport, ground transfers, banquets, performances and city tours.

The financial portion of the scheme is dispensed in two ways: a financial credit of 10,000 Korean won plus a small gift, or a premium gift valued at 20,000 Korean won.
The financial credit goes to the local organiser who will use it to cover certain expenses incurred in Seoul, such as transport, dinner and performances, O’Crowley explained.

“We have also created new programmes to support our DMCs through workshops, newsletters and advertisements,” she added, pointing to a soon-to-release 38-page Incentive Guide as an example of the bureau’s initiatives.

The guide will spotlight existing products and venues in Seoul that can up the fun factor for incentive programmes. Event planners will be presented with ideas that feature traditional venues, cultural experiences, technology and medical tours.

“It is important to work creatively with what the city already offers,” she said. “It is very interesting how groups are coming up with great ideas themselves. Last April a pharmaceutical company in China got its participants to take photos that captured determination, confidence and passion – the three key traits of Korean businessmen that the company’s CEO liked.”

The bureau also assists incentive planners in customising programmes with the help of its Seoul MICE Alliance, which now boasts 144 members including unique venues, hotels, convention centres, PCOs, transportation specialists, travel agencies, entertainment providers, shopping centres and other suppliers.

The bureau will focus its marketing efforts on incentive buyers in Asia-Pacific – China and South-east Asia in particular – due to proximity, ease of air access and familiarity with Seoul as a destination.

O’Crowley credited the Korean pop – or K-pop – culture for helping to establish great incentive interest from China and South-east Asia, and said Seoul’s new Klive – said to be the world’s first dedicated K-pop hologram performance hall – would get delegates from those regions excited.

Located in Lotte FITIN building, a new shopping mall in Dongdaemun, Klive (www.klive.co.kr) utilises state-of-the-art technology and K-pop content to create a fantasy world where visitors can go in search of Psy and catch idol bands in action.

Incentive winners can also ride the K-pop wave at DEF Dance Studio (www.defcompany.com), which can customise content for corporate groups. It has two dance studios which can each take up to 40 trainees. Exclusive use of a dance studio costs 20,000 Korean won per pax per hour, and clients can choose their preferred song to dance to.

South Korean cosmetics have also garnered a strong following worldwide, the effectiveness of these products promoted by the country’s numerous beautiful celebrities. Incentive delegates keen to learn about the history and development of South Korean cosmetics can visit Space C (www.spacec.co.kr), a venue managed by Coreana, a local cosmetics company.

Coreana Cosmetics Museum within the building displays more than 5,300 beauty-related items used by women in the Joseon Dynasty, as well as plants that provide crucial ingredients for beauty products. At the end of the learning journey, top achievers can adjorn to The Beauty Space where a therapist at the skin clinic will prescribe various indulgent body treatments.

Appreciate South Korea’s love for fashion and creativity at Simone Handbag Museum Picture by Simone Handbag Museum

Alternatively, feature Kwangdong Traditional Medicine Hospital (english@ekwangdong.co.kr) in Gangnam, where visitors can learn about traditional health treatments that have withstood the sands of time.

Beside granting sufficient time for delegates to comb the myriad shops in downtown Seoul, incentive planners can include Simone Handbag Museum (simonehandbagmuseum.co.kr) in the itinerary. A reflection of South Korean’s passion for fashion, the museum carries a collection of 300 bags, some dating back to 1550.

When delegates have gotten their fill of the big city, whisk them off to scenic Namsangol Hanok Village which showcases five traditional houses from the Joseon Dynasty as well as traditional activities such as archery and performances.

Need to know

Hot, new stay in Seoul’s fashion enclave


The 170-room JW Marriott Dongdaemun Square Seoul has opened, making it the first international luxury business hotel to be located in the heart of the city’s popular fashion district.

Featuring a stylish urban facade and elegant interiors, the property offers five meeting rooms over 972m2 of space. The grand ballroom can accommodate up to 750 guests.

F&B offerings include BLT Steak, an internationally renowned New York steakhouse; Tavolo 24, a casual all-day dining restaurant featuring live cooking stations; The Lounge, which specialises in artisan chocolates, martinis and afternoon tea; Seoul Baking Company, which serves fresh cakes and pastries from its open kitchen; and the roof-top Griffin Bar overlooking the East Gate.

Eat your way through Seoul

O’ngo Food Communications organises a series of food-themed tours in several destinations across South Korea.

In Seoul, it serves up a variety of tours such as the Korean Street Food and BBQ Tour that combs through seven classic shops, street stalls and restaurants; the Korean Night Dining Tour that celebrates good food and imparts local eating and drinking customs to participants; and The Great Korean Pub Crawl that focuses on traditional pubs and new watering holes.

Tours are led by English, Spanish, or Japanese speaking guides. Private tours are available. Contact ongofood@ongofood.com for details.

Artistic souls

The Naksan Art Project in Dongsung-dong district features a range of art installations and more than 70 beautiful murals, decorated walls and houses, and more, making it a fun place to explore as part of a pre/post-meeting tour.

Indulge in a visual feast

Occupying a black and white building with clean lines in a neighbourhood of international embassies, Si Wha Dam positions itself as a sophisticated gallery that specialises in fine-dining cuisine. Dishes celebrate traditional Korean cooking styles and ingredients, but are presented in artistic forms, offering diners a feast for both the eyes and palate.

Set lunch and dinner options carry beautiful names, such as A Lyric Poem, A Beautiful Painting and Pleasant Story. Dishes featured under A Beautiful Painting set dinner include an artistic interpretation of the humble rice cake sandwich, among others.

Advance reservation is necessary. Visit www.siwhadam.com or call (82-02) 798-3350.

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