The Korea MICE Bureau introduced its latest support program for corporate meetings and incentive travel, the Korea Incentives & Meetings Support (KIS), at the Korea MICE Road Show held in China last June 25 – 29, 2018. The new program will take effect on August 2018.
Hallyu is highlighted on the new KIS program as a catalyst to attract more groups and enhance MICE delegates’ experience in Korea. Hallyu (Korean Wave) refers to the phenomenal widespread of Korean pop culture particularly through K-pop songs, K-drama, and movies.
Under the new program, groups can enjoy various hallyu-based offerings ranging from free admission to hallyu-related tourist attractions, hallyumerchandise as souvenirs, to an exclusive concert of popular K-pop artists. Korea still offers groups its standard support program such as welcome ceremony at the airport, gala receptions, traditional Korean souvenir, and etc. All offering are available according to group size and duration of the event.
“Hallyu is one of the most influential factors why many groups visit Korea, especially with groups coming from China, Japan, Southeast Asia, and Western Europe” KTO Meetings and Incentives Team Director Chulbeom Park said. “In order to support the recovery of the inbound incentive market, which was affected by China’s order to prohibit the issuing of visa to Korea, we encourage all travel agencies and event professionals to actively utilize and promote the KIS program” he added.
Korea established its stance of incorporating hallyu in the meetings industry during the Korea MICE Expo 2018, held last June. Also at the event, Korea successfully appointed popular K-pop group SHINee as their first Honorary Ambassador of MICE. The group will actively promote Korea as a MICE destination through inclusion in KIS campaign materials and possible participation in MICE road shows or tradeshows.