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| Volunteer workers at the Korea Pavilion demonstrate augmented reality (AR)-based experience using mobile devices to UAE officials on an external ramp overlooking the surrounding view of the Expo 2020 Dubai, Oct. 1. The pavilion is managed by state-run Korea Trade-Investment Promotion Agency (KOTRA). Courtesy of KOTRA |
Korea Pavilion adds to support for Busan's 2030 expo bid
By Yi Whan-woo
DUBAI _ At first glance, visitors to the Korea Pavilion appear to be taking photos with their smartphones while standing on an external ramp crossing the facade of the structure and overlooking the surrounding view of the Expo 2020 Dubai.
But the visitors in fact are waiting for an urban air mobility (UAV) vehicle to arrive, made possible by augmented (AR) technology that blends a virtual image of a UAV with the real world, on mobile devices provided by the pavilion.
The AR experience is among the multiple programs of the pavilion that capitalize on Korea's most up-to-date digital technology in order to help visitors get to know about the country, including its industries, culture and tourism. It also assists the bid for the 2030 expo to place in Busan, in a casual manner.
For instance, UAVs are one of the industries Korean businesses seek to nurture as their next growth engines.
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| Some of the 1,597 spinning cubes that form the facade of the Korea Pavilion are used to create an augmented reality (AR)-based experience to visitors. Courtesy of KOTRA |
While the 1,597 spinning cubes that collectively form the facade are designed to express the dynamic spirit of Korea, some of them are also designed to display AR-created images of the highly-connected lifestyles of Koreans based on 5G wireless technology.
As part of Busan's expo bid efforts, the cubes, combined with AR technology, promote a hyperloop, or pod in a pressurized tube, as a means of travel between Busan and Seoul by 2030.
Through the "Vertical Cinema," a gigantic screen vertically tilted toward the audience, viewers can lie down and watch computer-edited images of Korean landscapes throughout the four seasons, temples, along with traditional and K-pop performances.
Such a cinematic experience is experimental and is not available in commercial movie theaters.
"AR indeed was one of the keywords for designing the Korea Pavilion," said Moon Hoon, a member of team, Mooyuki Architects, named after him and his two colleagues, Yun Seong-bong and Kim Dong-gyu.
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| Korea Trade-Investment Promotion Agency (KOTRA) President and CEO Yu Jeoung-yeol delivers a speech during the opening ceremony of the Korea Pavilion at the Expo 2020 Dubai, Oct. 1. Courtesy of KOTRA |
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| Visitors line up to enter the Korea Pavilion on the opening day of the Expo 2020 Dubai, Oct. 1. Courtesy of KOTRA |
The Korea Pavilion joins the exhibition venues of the 192 participating counties at the expo running from Oct. 1 to March 31, 2022.
Themed, "Smart Korea, Moving the World to You," the 4,651-square-meter pavilion on the opening day saw people from the United Arab Emirates (UAE) and other countries lined up to enter, implying their interest in Korea.
A total of 3,238 people visited the Korea Pavilion just eight hours after it officially opened to the public at 2 p.m., according to the state-run Korea Trade-Investment Promotion Agency (KOTRA) that oversees the exhibition venue.
The expo overall received about 53,000 visitors on its first day.
"The Korea Pavilion can be said to be receiving a positive response, given the fact that a maximum 300 visitors can come in per hour," KOTRA said.
The popularity of the Korean Wave could also be witnessed at a Korean restaurant located inside the pavilion, with some customers seen eating gimbap and tteokbokki, which are popular Korean street foods.
While the sale of alcoholic beverages is restricted in the UAE, the menu in the restaurant included Korean alcoholic beverages, ranging from makgeolli to soju and baekseju, under the condition that they will be consumed only within the restaurant.
The souvenir shop sells items, such as traditional crafts, made by small- and medium-sized enterprises (SMEs) to help them expand their business routes abroad.
The pavilion runs an exclusive promotional space for the Busan expo bid. Available there are brochures on city tours and information about Muslim-friendly facilities in the southern port city.
In his congratulatory speech at the opening ceremony, KOTRA President and CEO Yu Jeoung-yeol expressed his hope that Expo 2020 Dubai will be "a golden opportunity for the UAE and Korea to create a new future together."
He noted that the two countries formed a special strategic partnership in 2018.
Yu, who also serves as the commissioner general of the Korea Pavilion, was among the dignitaries from the two sides joining the ceremony. Others were Korean Ambassador to UAE Kwon Yong-woo and Thani Ahmed Al-Zeyoudi, the minister of State for Foreign Trade of the UAE.
In a separate speech, Ambassador Kwon said that Korea hopes to use Expo 2020 Dubai as "a launch pad" for the country's bid to host the 2030 expo in Busan in cooperation with the UAE.
He lauded the UAE for its "wealth of know-how and experience" that has provided a foundation for the expo's success.
