Kim Ji-soo joined The Korea Times in 2006, and worked on such desks as culture and politics and is currently a member of the Editorial Board. Previous workplaces include The Korea Herald and the Korea JoongAng Daily.
5.4 Club Kicks off
Choi Jung-wha, center in beige, co-founder of 5.4 Club; Park Moo-jong, second from Choi’s right, president and publisher of The Korea Times; and other members of the new club make signs to denote “five” and “four” at a launching ceremony at the Grand Hyatt Seoul in Hannam-dong, Thursday. Members of the new nonprofit organization pledged to help foreign visitors to enjoy the food, sights, stories and attractions of Korea. At far left is Rep. Yoo Il-ho of the ruling Saenuri Party. / Korea Times photo by Shim Hyun-chul
By Kim Ji-soo
Cultural tourism promotion body to facilitate foreign visitors
By Kim Ji-soo
A new type of cultural/tourism promotion body, the 5.4 Club was launched Thursday, at the Grand Hyatt Hotel Seoul.
Under the motto of “Feeling Korea through 5 senses and 4 themes,” the new non-profit organization is the initiative of Choi Jung-wha, president of Corea Image Communications Institute (CICI) and her husband Didier Beltoise, CEO of Cs, a consulting firm.
Choi has more than 10 years of experience of promoting Korea’s image overseas through CICI with its Korea Image Stepping Stone Award. Beltoise whom Choi calls “roommate” is a veteran hotelier with 30 years experience in the industry.
The organization will suggest four ways — what to see, what to eat and drink, what to enjoy and relax and what to talk about — in helping expats to get to know Korea. Its members will be encouraged to satisfy the five senses of sight, taste, smell, hearing and touch of the people experiencing the four aspects of Korean culture.
“Korea has changed so much not only in technology, but in environment, the way of life and the hospitality industry,” said Beltoise. He added that in order to communicate these changes and show where Korea is now, “We need to create an experience” to people visiting Korea.
“We can take in Vitamin C through a vitamin pill, but also by eating an apple. You can feel the apple’s texture when you bite it, and taste its freshness as you chew,” Choi said. “The 5.4 Club is about willingness to accept Korea through the five senses just like this experience of eating the apple.”
The 5.4 Club will have partners that will provide the four experiences. They include Seo Yu-jin, president of Seoul Museum, Kim Ock-rang, director of Kokdu Museum, Song Seung-whan, CEO of PMC Production and creator of the popular nonverbal performance “Nanta,” and Lee Chang-min, president of Showbboy. From the culinary and hospitality industry, the members include Lucia Cho, president of the Korean restaurant Bicena, Kim Min-jin, owner and chef of Min’s Kitchen, and general managers of InterContinental Coex, Seoul, Grand Hilton Hotel and Millennium Hilton, Seoul. Choe Yong-won, chairman of the Octagon Club that was aired on CNN, is also a member. Its press members include The Korea Times, The Korea Herald and Arirang TV.
“K-pop draws many opinion leaders to Korea. European artists and businessmen, who tended to look to Japan and China for oriental touch, now come to Korea instead,” said Choi.
The tourism industry in Korea accounted for 13.2 percent of GDP and inbound tourists surpassed 10 million last year. Its growth, thanks to the globally spreading hallyu (Korean wave), shows no sign of waning this year.
Its members, based on the themes, will provide tailor-made tour packages that can best accommodate the interests and needs of visitors during their stay.
“I think that both leaders are well-qualified and have a great network of supporters in the Korea culture. I will be very happy to participate in here. Thank you for all the good ideas and I hope the club becomes a great success.” said Irish Ambassador Eamonn McKee.
“This program is relevant to us in the diplomatic field. I’m sure this will work and will offer benefits to Korea and also to all friendly countries of Korea,” said the Indonesian Ambassador John Prasetio.