Boy band to be Korea’s MICE ambassadors

The Korea Tourism Organization (KTO) has appointed popular South Korean boy band, SHINee, as its Korea MICE Honorary Ambassador, a move it hopes will capture greater interest from corporate incentive and meeting groups from South-east Asia and China.

The appointment was announced during the opening ceremony of the annual Korea MICE Expo on June 14. It coincided with the tradeshow’s theme, Hallyu in MICE, which saw Ahn Suwook, managing director of SM Entertainment, featured as a keynote speaker, and some city CVB stands showing off attractive film locations used in recent Korean hit dramas.

Kpop group SHINee with KTO president Ahn Young-bae (centre)

According to a spokesperson with KTO’s corporate meetings & incentive team, Hallyu – or the Korean culture and entertainment wave – is an influence that is “growing in South-east Asia”.

“K-pop (in particular) is one of our most powerful attractions,” the spokesperson added.

With K-pop earning a strong following in both South-east Asia and China – two main markets for South Korea’s corporate incentive and meeting traffic, the tourism body is banking on Hallyu and idol bands to be “the most effective way to attract our target markets”.

Between now and December 2019 – the duration of the appointment – KTO will produce promotional videos and welcome cards featuring SHINee and have these materials included in its Incentive and Corporate Support Program.

“And if the conditions are met, we might be able to do roadshows and welcoming parties together with them (SHINee) during their appointment period,” said the spokesperson.

When asked why SHINee was chosen among so many of South Korea’s popular idol bands, the spokesperson said the four-person band was the one that “actively answered our requests” and it had just launched a new album.

The spokesperson has declined to say how much the appointment of SHINee costs.

Sponsored Post