InterviewLooking outward: How APEC opened new window for Korea's creative industry
Kim Dong-won, former chair of the Gyeongju Asia-Pacific Economic Cooperation promotion strategy committee, smiles during an interview with The Korea Times at its newsroom in Seoul, Thursday. Korea Times photo by Shim Hyun-chul
Whenever large-scale international events such as the Olympics or the World Cup are held, the world’s attention naturally turns to the host nation. Extensive media coverage often sheds light on the people, culture and lifestyle of that country. The same was true this time. Last week, the southeastern city of Gyeongju successfully hosted the 2025 Asia-Pacific Economic Cooperation (APEC) summit, drawing global attention.
Located in North Gyeongsang Province, Gyeongju was once the capital of the ancient Silla Dynasty. The city, known for its well-preserved relics, artwork and numerous historic sites, exudes a quiet dignity and is often called a “living museum,” as it holds the splendor of Korea’s past.
During the APEC events, Gyeongju’s rich and diverse cultural heritage captivated investors and dignitaries from around the world. This was clear evidence that the popularity of Korean culture did not happen overnight. Some visitors, perhaps unknowingly, became ambassadors of Korean culture themselves.
White House Press Secretary Karoline Leavitt, for example, posted on Instagram about Korean skincare products she bought from a local shop in the city, ranging from sheet masks to serums, and captioned the post “South Korean skincare finds” with a heart emoji. The post quickly went viral as Korean media outlets ran a story about her social media post.
Similarly, Nvidia CEO Jensen Huang drew attention when he was spotted enjoying chimaek (chicken and beer) in southern Seoul with Samsung Electronics Executive Chairman Lee Jae-yong and Hyundai Motor Group Executive Chair Chung Euisun — a scene that naturally showcased the everyday joy of Korean culture.
Through this APEC summit, K-culture once again became a global topic through a series of events. In particular, Korean traditional arts — often less recognized internationally compared to modern cultural exports such as K-pop, dramas and films — gained newfound attention.
Kim Dong-won, former Gyeongju APEC promotion strategy committee chair, emphasized in a recent interview with The Korea Times that “the successful experience of the Gyeongju APEC summit could serve as an opportunity to link tourism and cultural industries and create new jobs across various sectors of the Korean economy.”
“Business leaders from around the world who attended the APEC CEO Summit were deeply impressed by the beauty of Korean art and cultural heritage,” he said. “Korean fine arts, especially traditional painting, remain undervalued. We must improve the auction and distribution systems to properly recognize their value and position them as a central pillar in the global art industry.”
Kim also proposed converting idle regional spaces into artificial intelligence (AI)-powered performance halls or exhibition venues for more efficient use. “AI-based performances and exhibitions can attract more tourists and revitalize local economies,” he said.
“There is no doubt that K-culture has already become a worldwide phenomenon. Many global business leaders said they were already familiar with Korean artists and regularly watched Korean dramas and films.”
To extend global interest in Korean culture into tourism, Kim suggested an innovative concept. “If we could replicate successful K-pop artists as AI digital humans and stage digital performances across multiple venues, we could generate hundreds or even thousands of times more added value. Therefore, we should develop new performance spaces in cities designed for AI digital concerts.”
He emphasized that revitalizing regional idle spaces for next-generation cultural experiences would help energize the tourism and creative industry.
Nvidia CEO Jensen Huang, center, Samsung Electronics Executive Chairman Lee Jae-yong, right, and Hyundai Motor Group Executive Chair Chung Euisun are seen at an event in COEX, southern Seoul, Oct. 30. Yonhap
The 2025 APEC meetings served as a global networking hub, welcoming 16 heads of state and leading business figures from member economies. Among them were Nvidia’s Huang, Google APAC Chief Marketing Officer Simon Kahn, Citigroup CEO Jane Fraser, Johnson & Johnson Chairman Joaquin Duato and JPMorgan Chase Vice Chairman Daniel Pinto.
“Those who visited Gyeongju are some of the most influential figures in the world,” Kim said. “They have influence over tens of millions — sometimes hundreds of millions — of people and can change how they think and consume. That’s why active participation from private sector leaders is crucial to spreading Korea’s image and culture worldwide.”
He also highlighted tourism and advertising as Korea’s next economic growth drivers, noting that these industries are drawing strong attention from international investors.
“Korean advertising professionals and cultural industry experts should actively pursue collaboration opportunities with global corporations,” he said. “As seen in the global success of K-pop, dramas and films, Korea already possesses a deep pool of creative talent and the potential to take a leading role in the global advertising market.
“Many producers have successfully transitioned into advertising, and some are already recognized as world-class professionals,” he continued. “Korea still has a vast pool of creative talent capable of producing high-quality advertising content.”
Major U.S. big-tech companies each operate with different marketing budgets. Nvidia spends less than $100 million annually, focusing primarily on digital platforms. Meta’s annual marketing budget ranges between $2 billion and $2.65 billion, with approximately $2.06 billion spent in 2024. Microsoft invested around $1.7 billion in marketing last year.
In comparison, Korea’s advertising industry is relatively smaller, estimated at about $13.8 billion this year, with digital advertising accounting for over 60 percent of the market.
Kim noted that securing international business opportunities is not something a domestic advertising agency without global experience can easily achieve.
“Even if Korean companies recognize overseas opportunities, finding potential partners is extremely difficult. Most local marketing firms lack the network and know-how to approach foreign partners,” he explained.
“The success of the APEC promotional video clearly demonstrated Korea’s advertising and content capabilities to global tech companies. This achievement is expected to lead to expanded advertising contracts with major international tech firms in the future.”
Choreographers perform during the official welcome dinner for the 2025 Asia-Pacific Economic Cooperation Economic Leaders' Meeting at Lahan Select hotel in Gyeongju, North Gyeongsang Province, Oct. 31. Yonhap