By Kim Se-jeong
Staff Reporter
The secretary general of the ASEAN-Korea Center in Seoul thinks it's time for Korea to gain a deeper understanding of its ASEAN neighbors.
``That's why the ASEAN-Korea Center came into being,'' said Cho Young-jai in an interview with The Korea Times at his office.
At an investment seminar on Brunei in Seoul last month, the last seminar of its kind held by the organization in 2009, Cho made his usual appearance.
In his speech, he noted that countries of the Association of Southeast Asian Nations (ASEAN), with a total population of 580 million and abundant natural resources, have ``great potential.''
These words might not resonate with many Koreans as they may be more familiar with the harsh stories of migrant workers from ASEAN countries.
Established in March last year, the center has been contributing to changing the stigma of ASEAN nations by presenting bits and pieces of the region's cultures.
ASEAN is a huge market for Korean products and a supplier of natural gas and timber. And the Korean economy is already benefiting from it ― ASEAN is Korea's third-largest trading partner and foreign investment destination.
ASEAN is comprised of Brunei, Cambodia, Indonesia, Laos, Malaysia, Myanmar, the Philippines, Singapore, Thailand and Vietnam.
The establishment of the center was a result of Korea's efforts to raise its level of cultural and human exchanges with ASEAN members to that of its trade and investment with them.
It opened in March last year prior to the ASEAN-Korea Commemorative Summit held on Jeju Island in June.
The center was born to pursue four mandates ― to promote trade, investment, culture and tourism.
It has organized a series of investment seminars that invite experts from each member state to talk about business in their countries.
In addition, the center hosts government officials from member states to showcase industrial trends.
The center's tourism fair in October was a large event, drawing nearly 40,000 people.
There was also the Bravo ASEAN Contest, in which Koreans and ASEAN nationals residing here competed using their musical or dancing talents.
According to Cho, the center's top priority is reaching out to the general public, especially students and the young. It recently went on a presentation tour to introduce ASEAN to school children.
``We visited 10 elementary schools, and made a presentation on what ASEAN is, and we introduced each ASEAN member country one by one,'' Cho said. ``In the auditoriums, we set up national booths, and volunteer students explained basic information about each country.''
The secretary general's overall assessment of his team's work so far is that it has been satisfactory. The entire staff has done all they can to raise awareness about ASEAN.
ASEAN ambassadors to Korea seemed convinced.
Ambassador Dato Ramlan Bin Ibrahim of Malaysia, which held the presidency of ASEAN until the end of December said: ``All these activities have contributed to the further enhancement of our relations.''
He added, ``I am particularly impressed with the recent cultural program, Bravo ASEAN in Korea.''
Cambodian Ambassador Lim Samkol, who is the longest-serving ASEAN envoy in Korea, echoed his Malaysian colleague.
Recalling the time when an organization like the ASEAN-Korea Center was nonexistent, Ambassador Samkol said the center has played a role of ``connector.''
The ambassador was particularly pleased with the fact that the bilateral relations finally touched what had been missing in ASEAN-Korea relationship.
Kim Hong-koo, director general of the Korean Institute of Southeast Asia, said the role of the center is unique in that it does what no other organization has been able to do.
He said relationships based merely on trade and investment are short-lived and superficial, indicating that the birth of the center has added a quality and depth to the relations.
Kim continued by saying the cultural activities compliment the work of his institute, a two-decade-old Southeast Asian research institution that has a scholastic focus.
The center is still in its initial stages, which means that in 2010, there is still a lot to be done. ``We will focus on intensifying programs we started last year,'' Cho said.
``Building on our experience from our first year, we can develop better quality programs, and expand the area of our activities,'' he said.
The public outreach programs and the investment seminars will continue to be mainstays.
One new addition will be the center's tour program development contest.
``The outbound flow of tourists to ASEAN countries is increasing in number. So we find it necessary to explore new tour ideas, such as cultural, eco tourism, and adventure or volunteer tourism programs,'' the secretary general said.
An extensive online resource on the ASEAN-Korea free trade agreement will also open this year.
``For example, we will provide information on reduced tariff rates,'' Cho said.
A change on the administrative level will also occur. Starting this year, the center will launch a rotating staff member system involving ASEAN staff members, the secretary general said.
Director General Kim suggested that the center will open liaison offices in other cities in the New Year.
``It looks like all the information gets circulated only within the Seoul metropolitan area.''
Having been to all 10 ASEAN countries himself, Cho is convinced that ``mutual and deeper understanding will provide a strong foundation for a lasting and genuine partnership between Korea and ASEAN.''