The Seoul Tourism Organization participated in IMEX, the world’s largest MICE exhibition, held in Frankfurt, Germany from May 29 to June 2. This year’s IMEX marked its 200th anniversary and provided a global stage for Seoul to showcase its strengths as a leading MICE destination.
© Seoul Tourism Organization
“We expect our participation in this year’s IMEX exhibition will be a meaningful rebooting of Seoul’s standing as a complete MICE venue,” said Park Jin Hyeok, director of the Seoul Convention Bureau. “With experienced and knowledgeable Seoul MICE Alliance members, we will continue overseas marketing efforts to strengthen Seoul’s position as one of the best MICE cities in the world.”
At IMEX, Seoul presented engaging experiences inspired by popular aspects of contemporary Korean culture, including Squid Game, K-Pop and chimaek (chicken and beer), to attract meeting planners and event organizers.
© Seoul Tourism Organization
K-Pop and Hallyu Culture
Hallyu, the Korean Wave, continues to grow in global influence, and Seoul offers a wide range of attractions and programs for visitors who want to experience it firsthand. Business groups and MICE attendees can join K-Pop dance classes, book guided tours focused on K-Pop stars, or visit stores selling K-Pop merchandise both online and on site. These options provide immersive team-building activities and memorable cultural experiences for conference guests.
Squid Game and Dalgona Carving
The worldwide popularity of the Netflix series Squid Game has increased interest in filming locations across Seoul. Fans can visit several spots featured in the show and discover the city through that lens. The series also revived interest in dalgona, a traditional sugar candy often sold as a street snack in neighborhoods like Myeong-dong. At dalgona carving activities, participants try to carve delicate shapes from the honeycomb-like cookie, a fun and nostalgic pastime that works well as a light, interactive program for groups.
Chimaek
Chimaek—a portmanteau of chi (chicken) and maek (beer)—is a beloved part of Korea’s dining culture. Beyond chimaek, Seoul’s culinary scene highlights classics like bibimbap and Korean barbecue. Visitors should try yangnyeom chicken, a popular variety flavored with a sweet, tangy and savory sauce. Numerous restaurants across the city, especially along the scenic Hangang River, offer chimaek experiences ideal for social dinners, networking events, or casual post-conference gatherings.
By combining vibrant cultural elements with well-developed convention infrastructure and experienced local partners, Seoul aims to attract more international meetings and incentive groups. The city’s presence at IMEX underscores its commitment to welcoming global events with distinctive, locally rooted programs that leave lasting impressions on attendees.