Busan, the Global Hub City, Launches New MICE Industry Initiative 'Festival Siwol'... Full-scale Promotion of Busan-style Converged Exhibition and Convention

Busan-Style Convergence Exhibition and Convention Project Named 'Festival Siwol', Slogan Design Unveiled

Joint Marketing as 'Siwol' for 17 International Events in 6 Sectors from September 30 to October 8

The city of Busan has finalized the name of its first-ever Busan-style convergence exhibition and convention project as 'Festival Shiwol (FESTIVAL SHIWOL)' and will hold the event citywide for nine days from September 30 to October 8.

Festival Siwol BI (Brand Identity).

Recognizing that the high value-added MICE industry is a key driver for qualitative growth in Busan tourism and for raising the city's global brand, the city believes that to grow as a world-class convention city, it is necessary to establish and innovate an industry ecosystem led by the private sector. As one direction for such innovation, Busan has planned its first 'Busan-style Convergence Exhibition and Convention' project this year, inspired by global convergence festivals like South by Southwest (SXSW), to introduce a new concept of exhibition and convention events.

To promote the 'Busan-style Convergence Exhibition and Convention' project, which connects exhibition and convention events held in October using public funds, the city signed a business agreement with 11 participating organizations in May. Since then, it has formed a working-level council among the participating organizations, promoted networking among industry stakeholders, explored integrated ticketing strategies, and strengthened participating content.

'Festival Shiwol (FESTIVAL SHIWOL)', themed as 'A New Breeze in Busan (Shiwol Geumpung)', embodies both the wind (pung) of October and the aspiration (mang) of Busan, serving as a festival that opens opportunities for productive enjoyment and change.

The city has also created an official slogan design (BI) for 'Festival Shiwol', symbolizing the idea that Busan's aspirations become everyone's aspirations.

Festival Siwol BI (Brand Identity).

The city will conduct collaborative marketing using the 'Shiwol' brand for 17 international events across six sectors, officially launching the branding of 'Global Hub City Busan' as a must-visit destination in October for people from around the world.

Festival Shiwol (FESTIVAL SHIWOL) will feature 17 international events in six sectors: ▲Shiwol Music (Busan International Rock Festival, K-Music Season Good Night Concert, Festival Shiwol Opening Ceremony) ▲Shiwol Movie (Busan International Film Festival, Asia Contents & Film Market) ▲Shiwol Culture (Busan Global Webtoon Festival, World Creator Festival, Beyond Hangeul & K-Culture) ▲Shiwol Gourmet (International Food Expo & Marina Chef Challenge, Craft Beer Festival) ▲Shiwol Biz (Asia Startup Expo, Busan Design Festival, Korea-ASEAN Fashion Week) ▲Shiwol Tech (Data Global Hackathon, AI Data Seminar). Joint marketing will be conducted using the newly unveiled official slogan design (BI), and integrated tickets will be sold.

The integrated tickets, developed to promote tourism products by linking participating events, come in three types. In particular, 'bundled tourism products' that combine hotel room packages with integrated tickets and 'China FIT (Free Independent Traveler) specialized tourism products' targeting the Chinese National Day holiday via China's largest online travel platform Ctrip have been developed and will be sold.

Based on an analysis of visitor preferences for each event, the city aims to extend the stay of domestic and international tourists during the festival by connecting participating events through three types of integrated tickets (Shiwol Music & Movie, Shiwol Music & Performance, Shiwol Exciting & Party), conducting joint marketing with 11 partner hotels, and selling bundled tourism products that combine room packages with integrated tickets.

Purchasing an integrated ticket grants free entry to all 17 Festival Shiwol events and to the 'Silence Music & Party' held outdoors at BEXCO during the festival period. Integrated tickets will be available for purchase from August 30 through the official Festival Shiwol application and the websites of the 11 partner hotels.

Additionally, targeting the Chinese National Day holiday period (October 1-7, 2024), when daily travelers in China approach 100 million, the city will sell a foreigner-exclusive tourism package combining the 'Visit Busan Pass' and Shiwol integrated ticket through the Chinese online travel platform Ctrip.

Furthermore, to support networking among participating events during the festival, temporary Busan-style convergence exhibition and convention spaces called 'Shiwol Village' and 'Shiwol Pavilion' will be set up outdoors at BEXCO.

Temporary pavilion structures themed around Shiwol will be installed in the BEXCO outdoor plaza for registration and integrated promotion by event, and 'Shiwol Village' will be set up in the outdoor parking lot to facilitate networking among event staff and to provide space for major content exhibitions and conventions.

During the festival, 'Shiwol Village' will host a series of large-scale conferences using outdoor convention facilities, an 'Integrated Conference' featuring speakers recommended by participating organizations, a 'Theme House' to exhibit various industrial and cultural content from Busan, a 'Meet-up Zone' for networking support, and food and beverage facilities.

The city will establish comprehensive measures to address any inconveniences that may arise during the 'Festival Shiwol' period and plans to conduct a final review in September to ensure thorough preparation.

As approximately 450,000 tourists are expected to visit Busan during 'Festival Shiwol', the city plans to preemptively inspect and address potential issues such as accommodation supply, price gouging, sanitation, and traffic congestion, and will have comprehensive measures in place by September.

Mayor Park Hyungjoon stated, "For Busan to become a 'global hub city,' it is important to transform from a city that gathers people to a city where people naturally gather. I hope that this 'Festival Shiwol' will play a significant role in city marketing and branding. In particular, holding various events across different fields intensively during one period will provide visitors with the joy of choice and naturally facilitate encounters among participants, thus invigorating private-sector business. It is meaningful as an experimental attempt. We will ensure that the essence of each event is maintained while promoting mutual synergy and increasing the overall tourism demand for the city, so that the main purpose of the initiative is not lost."

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