Seoul MICE & Pop Culture, Korean Style!

South Korea’s digitally dynamic capital has evolved into a modern Asian metropolis with futuristic architecture, modern hotels and MICE venues, and a youthful vigour blended with a soulful spirit rooted in nature.

Check-in Asia recently teamed up with The Hotel Expert to produce a feature on the MICE sector in Seoul. Here’s a taster…

Discover Seoul With BTS!

Prior knowledge of Korean pop music is not necessary before visiting Seoul. K-pop superstars BTS, who are honorary ambassadors for Seoul Tourism, seem to smile down from every HDTV screen, blast out from mall speakers and even feature on the Discover Seoul Pass.

Across the city, teenagers also sport lookalike fashions of other popular boy and girl bands, like MONSTA X and BLACKPINK, and Korea’s largest annual arts and culture showcase, C-Festival, also features a K-Pop showcase.

“Wherever we go, people talk about K-pop and K-dramas.”

K-culture, also known as Hallyu, is adding vibrancy to a once austere and unfashionable city of 9.76 million people. Even President Moon Jae-in is a fan. He recently told a conference in Seoul discussing ways to increase the nation’s annual visitor arrivals to 23 million by 2022: “Wherever we go, people talk about K-pop and K-dramas.”

Seoul’s sense of vitality is palpable. “Although Seoul is rapidly growing as one of Asia’s top cities, it is still relatively less known among international clients,” says Alejandro Bernabé, General Manager of Four Seasons Hotel Seoul, which is located in central Gwanghwamun district. “But it is well known for its advanced IT technology, K-pop, K-beauty and K-fashion, which make it desirable for event organisers seeking a ‘new’ destination.”

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