'Halfway Around the World' Pohang City Visits S?o Paulo After COP30... Opens Door to South American 'K-MICE Cooperation'

The Pohang City delegation has taken a significant step toward entering the South American MICE market with a surprise visit to S?o Paulo, the economic center of Brazil.

After completing their visit to Bel?m, Brazil, where the 30th United Nations Climate Change Conference of the Parties (COP30) was held, the Pohang City delegation traveled to S?o Paulo, the country's economic hub, from November 12 to 13 to continue discussions on cooperation aimed at strengthening the global competitiveness of Pohang's MICE industry.

From the 12th to the 13th, a visit was made to S?o Paulo, the economic hub of Brazil, to continue discussions on cooperation to strengthen the global competitiveness of Pohang's MICE industry. Provided by Pohang City

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The Pohang City delegation visited S?o Paulo City Hall, where they held a meeting with Angela Gandra, Secretary of the International Cooperation Department, Alessandro Bender, Coordinator, and other officials from departments related to international events. They discussed possibilities for cooperation in the fields of international events and MICE.

Secretary Gandra expressed deep interest in the Pohang International Exhibition and Convention Center (POEX), which is scheduled to open in 2027, and suggested the potential for expanding various partnerships, including those in culture and industry.

Meeting with Angela Gara, Secretary of International Cooperation Department of S?o Paulo City, and officials from departments related to international events.

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The delegation also visited major exhibition and convention venues in Brazil to examine the local MICE infrastructure and operational systems. They toured Distrito Anhembi and S?o Paulo Expo, where they directly observed global event management practices and sustainable management cases.

In particular, S?o Paulo Expo is a large-scale exhibition and convention facility in Brazil with a floor area of 100,000 square meters. As a key platform for the South American MICE industry, it hosts international events throughout the year.

Finally, through a meeting with Kim Cheolhong, Director of the Korean Cultural Center in Brazil, the delegation introduced Pohang’s capabilities in attracting international conferences and exhibitions to the local Brazilian market and discussed opportunities for mutual promotion and cooperation in the MICE sector.

Director Kim Cheolhong stated, "As K-culture spreads within Brazil, there is growing demand for exchanges with Korean cities." He expressed his intention to actively support the introduction of Pohang's MICE infrastructure to Brazil and the expansion of collaborative networks.

Through this visit, Pohang City was able to directly observe field-level operational practices and city-level MICE strategies, gaining practical solutions that can be applied to the opening of POEX and the attraction of future international events.

A city official stated, "By visiting key institutions in S?o Paulo, we were able to witness the Brazilian MICE industry firsthand and establish a foundation for expanding Pohang's global network. Centered around the Pohang International Exhibition and Convention Center (POEX), we will actively pursue the hosting of international conferences and strive to become a global MICE city."

S?o Paulo is recognized as a leading South American MICE city, hosting a wide range of international exhibitions and conventions throughout the year, including the 2024 ICLEI World Congress, as well as events in healthcare, education, tourism, and more. The region has accumulated extensive experience in global event management and industry-specific expertise.

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