Danny Hyundae Shin, chairman of Korea MICE Association (KMA), outlines the association’s initiatives that drive industry growth while prioritising local community benefit and sustainable development
What are some of KMA’s current initiatives to help advance the industry?
KMA is focused on strengthening human capital and deepening industry collaboration, which we see as the most immediate levers for advancing South Korea’s business events industry sector.
Key initiatives include raising professional standards and building a sustainable talent pipeline by providing upskilling programmes for industry professionals, and training for the next generation. The association also serves as the bridge between the private sector and government, actively gathering industry feedback to convey effective policy recommendations.
To ensure market growth, KMA implements policies designed to broaden the MICE demand base, bringing in hosting organisations beyond traditional organisers – like academic societies and public institutions – to the wider industry sector.
What is KMA’s long-term vision for the business events industry in the next five to 10 years?
Looking ahead, KMA aims to transform South Korea into the Asia-Pacific region’s premier innovation-driven MICE hub, where advanced technology, creative content, and sustainability converge.
To achieve this, KMA will concentrate on innovative technology, AI applications, platform development, and the strategic use of MICE data to ensure South Korea remains a front-runner in digital transformation. Simultaneously, the association seeks to advance legal and institutional reform by advocating for the enactment of a comprehensive MICE industry framework law.
KMA also aims to expand sustainability and community engagement by broadening ESG guidelines and fostering event models that generate lasting social and environmental value, moving the industry beyond a focus on immediate economic impact.
What is the significance of Korea MICE Expo (KME), and what makes this year’s event particularly important?
KME is the country’s flagship business platform, and provides a critical, centralised platform for networking and partnership building among all stakeholders, both domestic and international.
This year, KME has moved past its domestic focus to become a leading international event, significantly expanding its MICE scope. It offers all necessary resources for successful events, including efficient pre-arranged business matching for global buyers and sellers.
What are some of the key challenges the industry is facing?
South Korea’s MICE industry faces several challenges, such as regional development, talent scarcity, and global competition, and KMA is working proactively to address them.
Rather than regional competition, the pressing issue is the over-concentration of events in the Seoul area, which KMA tackles by promoting provincial cities as vibrant MICE destinations, helping them build infrastructure and share in the industry’s benefits.
To solve the shortage of skilled professionals, KMA provides systematic training for C-level executives, helping companies develop workforces attractive enough to secure top talent.
Finally, to combat intensifying global competition, KMA is strengthening regional cooperation by hosting the Korea-China-Japan MICE Forum and enhancing collaboration with other organisations in Asia-Pacific, expanding South Korea’s visibility as a preferred MICE destination.
How is KMA ensuring that business events contribute to the local community beyond economic benefits?
We emphasise that business events should enrich the lives of both local citizens and visitors, fostering cultural appreciation and memorable experiences. A key strategy is using business events to combat regional depopulation by drawing repeat visitors, and strengthening emotional ties between people and places.
KMA also actively works to connect MICE events with local businesses and service providers, ensuring that economic and social benefits are circulated.
