Yeosu City Ranks First in Korea Brand Awards 'MICE Industry City' Category for Fourth Consecutive Year

Achievements in Attracting International Conferences and Differentiated Marketing

Strengthening Status as the Leading MICE City on the Southern Coast

Yeosu City in South Jeolla Province announced that it has won first place in the “MICE Industry City” category at the Korea Representative Brand Awards, which are chosen directly by consumers, marking its fourth consecutive year receiving the top honor.

According to the city, at the 2026 Korea Representative Brand Awards held in Seoul on April 14, Yeosu City competed with other major local governments across the country, including Gyeongju, Goyang, Suwon, Pohang, and Chuncheon, to take first place in the MICE Industry City category, once again proving its status as Korea’s leading MICE city.

Yeosu City won the 2026 Korea Representative Brand Award. Photo by Yeosu City

Now in its 21st year, the Korea Representative Brand Awards is the nation’s most prestigious brand awards ceremony, selecting outstanding brands through a large-scale consumer survey that evaluates factors such as brand awareness, differentiation, and credibility for companies, public institutions, and local governments.

Yeosu City has been recognized for enhancing the awareness of the Yeosu MICE brand by promoting multifaceted and differentiated marketing strategies to vitalize the MICE industry.

In particular, since being selected as a “Preliminary International Conference Zone” through a project organized by the Ministry of Culture, Sports and Tourism for 2025, Yeosu City has been strengthening its foundation for attracting international conferences and is actively pursuing joint marketing initiatives in collaboration with the Korea Tourism Organization, Jeonnam Tourism Foundation, and others.

Furthermore, the city has been making efforts to target the overseas MICE market by expanding incentives for attracting corporate meetings and international MICE groups, signing business agreements with 25 travel agencies from five countries, and conducting strategic marketing.

A city official stated, “With this award, Yeosu has solidified its position as the top MICE brand in Korea,” adding, “We will build on this momentum and further focus our administrative resources on developing the industry so that Yeosu can leap forward as a global MICE city.”

Meanwhile, Yeosu City attracted approximately 1,200 MICE events last year, generating an estimated 90 billion won in local economic impact. Building on these achievements, the city plans to continue its promotional marketing efforts, including holding briefing sessions for domestic and overseas MICE stakeholders, developing new products through pre-tours of Yeosu, and participating in MICE fairs.

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