Korea Tourism Organization Hosts 'K-Incentive Global Challenge' Inviting Six Southeast Asian Countries

On 27-28, Business Representatives from 6 Southeast Asian Countries Invited
Country-Specific Team Building Competition... Promoting Tourism Appeal and Interest to Attract Visits to Korea

The Korea Tourism Organization announced on the 25th that it will hold an inter-country team-building competition inviting employees from major local companies as part of its marketing efforts to attract incentive and corporate meetings groups from Southeast Asia. Photo by Korea Tourism Organization

[Asia Economy Reporter Kim Heeyoon] The Korea Tourism Organization announced on the 25th that it will hold an inter-country team-building competition inviting employees from major local companies in Southeast Asia as part of its marketing efforts to attract incentive and corporate meeting groups.

The "K-Incentive Global Challenge" will take place over two days, on the 27th and 28th, in Seoul. A total of 30 participants, five from each of the six key Southeast Asian countries for incentive and corporate meeting groups visiting Korea (Vietnam, Thailand, Indonesia, Malaysia, Singapore, and the Philippines), will be invited. These countries accounted for 51% of all incentive and corporate meeting visitors to Korea before COVID-19. The event was planned to promote Korea's appeal as an incentive tourism destination and to explore opportunities to attract new group visits.

The competition features elements from the popular Southeast Asian variety show Running Man, combined with K-pop and Squid Game themes. Moving away from the traditional familiarization tour format that invites local travel agencies or corporate decision-makers, this marketing approach emphasizes the excitement of team-building competitions among corporate employees from each country. The organization plans to maximize promotional effects by using various media, including local YouTube channels, in addition to direct marketing to companies.

Participants will engage in four main programs that showcase the charm and culture of Korean tourism: making Korean food (Make your own K-Soul Food!), playing traditional Korean games (Play Folk Games!), a K-pop dance contest (Let’s Real K-Pop Dance), and experiencing public transportation (Let’s take the subway!). The event will be hosted by broadcaster Fabian.

Various experiential tours will also be conducted. Over two days, the 25th and 26th, participants will visit award-winning travel products from the "2022 Incentive Excellent Tourism Product Contest," including the Seoul Korean Medicine Promotion Center, the National Museum of Korea, and Gwangjang Market. They will also experience attractions such as canoeing on Soyang River, brewing traditional rice wine at a brewery, practicing Korean archery, and trying on hanbok, showcasing the diverse appeal of Korean tourism.

Seo Youngchung, Director of the International Tourism Division at the Korea Tourism Organization, stated, "We are promoting Korea’s excellent incentive and corporate meeting content to the Southeast Asian market in a new way, especially by inviting employees responsible for incentive travel from companies with previous visits to Korea to increase demand for visits." He added, "Along with this event, we will continue various MICE marketing activities such as overseas roadshows, participation in exhibitions, and familiarization tours in cooperation with our overseas offices."

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