Foreigners are looking for the ”real Korea”... ”From now on, we should sell it at a higher price” [MICE] = Korean media

"Please sell it at a high price. We are now in an era where the 'Korean experience itself' has become a commodity."
At the 2025 Korea MICE Awards and Conference, Mind Miner author Song Gil-young said, "Foreigners who are attracted by Korea's charm are already prepared to pay for it.
"The competitiveness of the future MICE industry will depend not on the size of convention centers or hotels, but on how compellingly we can convey Korean culture and experiences," he said.
Mr. Song, who gave a lecture titled "Forecasting the Times: Becoming Local and Global," emphasized that in recent years, Korea has evolved beyond being just a tourist destination into a "cultural destination that the world wants to experience."
K-Culture as a whole, including K-POP, TV series, variety shows, fashion, lifestyle, and food, has spread throughout the world, making Korea a reason to visit at least once.
He said, "Foreigners no longer visit because they are attracted to 'sampled traditional culture' such as the Fan Dance or the Five Drum Dance." He added, "Rather than forcing what we want to show them, we want to attract foreigners' interest and
"We should provide things that people want to consume," he said. He also introduced examples of places and experiences that are closely connected to the daily lives of Koreans that have naturally become popular tourist attractions for foreigners.
The influence of the samgyeopsal culture has led to the sale of "pot lid iron plates" overseas, and the house with the blue gate in Haenggung-dong, Suwon, which appeared in the TV series "Run with Seongje on your back" has become a famous landmark.
We live in an age where foreigners themselves discover famous places that are unfamiliar even to Koreans, such as Hwangnyeongsan Mountain in Busan and Moon Viewing Park in Seoul, and share them on social media," he said. "Ultimately, what we should be selling is not space or facilities, but
"It is the very essence of the 'Korea brand,'" Song emphasized. With an increasing number of foreigners traveling anywhere in search of the "real Korea," the MICE industry is also in high demand for change and innovation.
Up until now, events that attracted large numbers of people and offered large discounts have been successful, but from now on, "local-based programs" that take advantage of Korea's unique characteristics will be more popular.
He also advised that the country should thoroughly avoid the ubiquitous "copycat tourism" that exists everywhere, such as mural villages, rail bikes, and cable cars.
"Just as if there were two Eiffel Towers, you wouldn't go to either one, new added value can only be created by focusing on the core theme of 'one of a kind.'"
He urged the MICE industry to move away from excessive price competition. Now that premium value has been recognized simply for being "Korean," it is time to stop competing based on price.
The idea is that if Korea can offer a "limited edition experience that is only available in Korea" that cannot be offered in other countries, it will be able to secure a competitive advantage as a "high value-added" and "premium" destination rather than a "cost-effective" one.
"For people who have a deep love and interest in Korean culture, price is not the top priority," Song said. "We are now in the first opportunity to make Korea a 'destination country,' so why are we lowering the cost of events?"
"If we sell, we will end up damaging not only our own image but the image and value of the entire industry," he warned.