By Kwon Mee-yoo
Staff Reporter
Responding to a suggestion by Kang Cheol-won, director-general of Seoul's Public Relations Planning Bureau, reported in Wednesday's edition of this newspaper, to use expats and their ideas for the city's global promotion, some foreigners came up with suggestions and others were less than positive.
Apparently, the city still lacks a detailed blueprint for picking the expats' brains and putting their ideas to use. Many of the suggestions remain on the level of offering more sightseeing. But some foreigners are using their experiences here to offer a diverse set of suggestions.
"I am a foreigner who is trying to market the Korean medical industry to foreigners abroad. I have noticed very simple things Seoul could do to market itself better," Benjamin Howes, the marketing manager of Jaseng Hospital of Oriental Medicine, said. He has lived in Seoul for almost five years.
"One example is the beautiful palaces. Korea has amazing palaces but at night they are covered in darkness and should be illuminated with lights. Not all night long obviously, but at least for a portion of the time or for certain nights of the week. They are one of the most beautiful and unique selling points of Korea and should be shown off," he said.
At the Marmot's Hole, a popular blog for expatriates, the idea received mixed reactions.
A posting made under the name of "fighteeng" said, "It's a good idea because expats will come across as more credible than Koreans in promoting Korea, just as customers are more credible in reviewing a product than whatever spin comes out of a company's PR dept."
However, he requested specific information on how the city intends to reach out to foreign residents.
"I've come to the conclusion that Korea is trying too hard. Korea obsesses over getting foreigners to love them. And honestly, I don't think that drive comes from a good place: I think it comes from nationalistic narcissism," a posting by "Granfalloon" said. "I think Korea will make much more progress in the global perception arena when they give up on the nationalistic fantasy of Korea as a heaven-on-Earth."
The "2009 Cultural Experience - Addicted to Seoul" is the city's first approach to reach out to foreigners here.
It is a customized city tour program for both international tourists and residents. The one-day program includes visits to palaces, Mt. Namsan, the Han River and experiencing Korean traditional culture and food.
The city plans to offer at least 30 tours a year and has already conducted some 20 this year. Groups of international communities, students and even soldiers have participated in the program.
"We show participants around Seoul through this program so they can spread good words about the city when they get back as word-of-mouth marketing," said Lee Yong-sin, a city official.
"It is just a beginning and we will look for more chances to cooperate with expatriates residing in Seoul," said Hwang Yun-hee of the city's global marketing division.