"'Emotional Impact Through Experience' Will Be Made Smarter"… TheWise CEO Dongho Shin

2002 Red Devils Campaign Leader
'Converged Content' Challenge in the COVID Era
Experience Marketing Specialist Company 'The Wise'

Shin Dong-ho, CEO of The Wise, is smiling while introducing the company. Employees working in the office stand up and wave their hands upon seeing the photo being taken.

[Asia Economy Reporter Minjin Kim] The 2002 Korea-Japan World Cup, which united the entire nation in cheers, marks its 20th anniversary this year. An unimaginable crowd by today’s standards. From hundreds and thousands to tens of thousands and hundreds of thousands of ‘Red Devils’ gathering at City Hall Plaza, Gwanghwamun, and Teheran-ro.

For Shin Dong-ho, CEO (54) of THE WISE, a company specializing in experience marketing, the 2002 World Cup holds even more special memories. Shin, then in his mid-30s, served as head of the Yeonha Naro Planning Division and planned and managed the ‘Be The Reds’ campaign. The planning of street cheering, stage production, installation, and direction all passed through his hands. As everyone knows, the event exceeded expectations. Building on that connection, he also planned and managed World Cup street cheering events in Seoul and Germany in 2006 and 2010.

When we met Shin at THE WISE headquarters in Seongsu-dong, Seoul on the 10th, he said, "Until before COVID-19, we held over 100 public institution and corporate events and promotions annually, as well as exhibitions and design projects," adding, "COVID-19 changed a lot, but we are gradually emerging from that quagmire."

Shin founded THE WISE in 2006. The company achieved sales of 7 billion KRW within three years of its founding. By 2017, it recorded sales of 19 billion KRW, growing into a solid company in this field. It proved its capabilities by securing and executing domestic and international events for government ministries and agencies such as the Ministry of SMEs and Startups, Ministry of Culture, Sports and Tourism, and KOTRA, as well as large corporations like SK Telecom, handling projects both large and small.

However, sales dropped to half in 2020 and last year due to COVID-19. The number of employees decreased from 45 two years ago to 32. Shin said, "Our industry itself is highly susceptible to external influences and fluctuations," noting, "We have experienced ups and downs during outbreaks and incidents such as MERS, SARS, the Sewol ferry disaster, and the impeachment crisis."

Although designated as an industry affected by COVID-19, they have not received any actual support. The event industry lacks a dedicated government department and related legislation, causing hardship.

Nevertheless, Shin said, "Having endured and learned from the past two years, we have figured out how to break through," adding, "Now, it seems the end is in sight." With 30 years of experience, he senses that the day when the public, long deprived and suppressed from enjoying cultural content, can freely stretch their shoulders is near.

That does not mean they stood still. THE WISE conducted events and promotions such as the 2021 National Excellent Market Expo, 2021 Jeonnam International Agricultural Expo, 2021 Smart Biz Expo, 2021 Korea Maritime Week, 2021 Tongillo Gayo, and 2021 Gyeonggi Ceramic Online Fair last year. They also prepared for trend changes by applying advanced technologies such as artificial intelligence (AI), virtual reality (VR), augmented reality (AR), and extended reality (XR).

Shin said, "We carried out various non-face-to-face projects including untact performances, live commerce, e-commerce, metaverse (extended virtual world), and YouTube channels," adding, "In July this year, we are preparing to open a new horizon for the domestic exhibition industry, which has been stagnant during the COVID-19 era, and for experience marketing through VIVAC, the world’s first virus and bacteria international industrial exhibition at COEX."

He said, "My job is to deliver messages and move people emotionally." Providing alternatives to enable wise decisions. That is why it is called ‘THE WISE.’

This content was produced with the assistance of AI translation services.