G20 summit offers golden opportunity to show the best of Korea

More than 20,000 people are expected to visit Korea during the G20 Summit and associated business meetings in November, which will be a great opportunity to show off the country has to offer.

By Bae Ji-sook

More than 20,000 people are expected to visit Korea during the G20 Summit and associated business meetings in November, which will be a great opportunity to show off the country has to offer.

But many people are still confused over what _ in terms of tourism _ should be showcased: The ever developing information and technology and flamboyant night life, or some of the traditional customs that many Koreans barely remember?

The days of wearing Korean traditional hanbok, living in traditional hanok and drinking herbal tea are fading. And the Korean tourism industry is seemingly sandwiched between its two neighbors _ it’s behind Japan in delicacies and still unidentifiable from the large-scale Chinese culture.

Against this backdrop, the key to invigorating and promoting Korean tourism lies on individual anecdotes and myths that lie behind every bit of Korea, said Lee Charm, president of the Korean Tourism Organization (KTO).

He said making foreigners understand and be attracted to one’s culture through interesting stories could get their attention and win their hearts. He stressed these could also be more systematic measures to nurture Korean tourism than any current policies.

“Let’s take Gyeongbok Palace built during the Joseon kingdom era (1392-1910) in central Seoul for example. “Not many people are aware of the reason the large nets were installed around the roof sides.

“They were to prevent birds’ nests around the area, which could possibly attract snakes.

“The servants had to kill snakes in order to protect human lives. But overseers, who did not allow any form of killing inside the palace, chose to block the possibility of having birds in the palace in the first place,” he said.

“It is a perfect example of showing Koreans’ love and respect toward creatures and life. You don’t really find such things so often in other parts of the world. Many people are fascinated by such stories and it could motivate visitors to look carefully at every pillar and roof,” he added.

Those mysterious and humorous stories make up a synergy effect when people come across the unique “Eoulim” culture, seeking the harmonization of “Ki, Heung and Jeong” spirit of Koreans. “Ki” stands for the energy, “Heung” for the vibrant and dynamic atmosphere and “Jeong” is for caring and sincerity toward others.

The makgeoli culture, where people sit around, share Korean rice wine in little gourd dippers, is something that many Koreans have revived these days and perfectly represents the Eoulim culture.

“People enjoy laughter, dance and love through sharing their dippers. They start rather reserved and shy but at the end blend together and create fever and energy. That’s the secret attraction of Korean culture and what everybody comes to love,” Lee said.

Lee, a naturalized Korean from Germany, said he finds more Koreans growing aware of such an identity.

“Koreans do produce the best semiconductor and electronic apparatus. Yes, they do have a speedy and fine night life as well as DMB system that operate well underground. But that won’t project who you are or attract foreign holiday makers,” he said.

“However, I find people stepping back from what they have taken for granted and started to look back into themselves and building up their identity once more. They have re-discovered their love for makgeolli, great mountains and temples on them; the food and soundness of the whole atmosphere and philosophy that leads to them. That’s a really good sign,” he added.

The KTO is planning to use the G20 summit as a starting point for the story-telling approach.

G20 participants, including 5,000 from global media outlets, will be able to learn anecdotes or explanations behind hanbok, traditional tea-drinking and other customs as well as take a virtual tour of six of the most frequented tourist attractions _ Haein temple, Jongmyo Shrine, Changdeok Palace, Bulguk Temple, Hahoe Village and Yangdong Village in South Gyeongsang Province.)

“The G20 will definitely become the initiative to turn the ‘Korea Discount’ into a ‘Korea Premium.’ Just as Switzerland has become the shelter and gathering place for rich people of the world, Korea could step up as the ‘happening place’ for people seeking something extraordinary and exciting. Of course the participants will not be taking too much time off for tours, but it will provide them certain level of insight into Korean society and who we are,” Lee said.

Lee and the Ministry of Culture, Sports and Tourism are also planning to host the T20 conference, consisting of ministers or heads of tourism organizations from G20 countries to talk about the future of the tourism industry in each country.

While the country makes advances every year, the general notion toward tourism was less than impressive, Lee said.

“Tourism makes up about 10 percent of the gross domestic product here. It is the largest single industrial sector in the country. If the government had been keener on this field as it has been on IT and other industries, I am sure we would have achieved more than this,” he said.

The KTPO and ministry are planning to request the government to make tourism-related departments into an independent ministry and acknowledge its necessity not only from its business aspects, but also for national branding and other intangible effects.

“Many people share the understanding that we need to push the tourism industry to the forefront to boost the national image and appeal to the world. We have targeted the G20 leaders as an example,”