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[Cover Story] CEO Sihyun Jung of Korea Industrial Marketing Institute
The first generation of Korea exhibition industry and the pioneer of regional exhibitions

Winning Order of Bronze Tower Industry on Trade Day April 2011
Walking a single path in the exhibition industry for 30 years and passion in leading high value added industry

The frontier spirit presented through Korea Industrial Marketing Institute
The exhibition industry is often regarded as the 'flower of 21st century' owing to its power to boost corporate communications and contribution to national development. From regional to global trade exhibitions, the industry covers various fields such as food expo, architecture expo, medical expo and industrial expo. 

CEO Sihyun Jung of Korea Industrial Marketing Institute started to build his career in the field by working as a training consultant at Korea Productivity Center of Ministry of Trade, Industry & Energy (MOTIE) and took in charge of over all exhibition projects when Exhibition Department was opened in 1988. Jung said "domestic exhibition industry at that time was not very influential as only around 30 exhibitions were held yearly in COEX and Yeouido Exhibition Center and most people did not even know about the purpose and function of the exhibition industry."

Jung, nevertheless, successfully held a Korea International Factory Automation Fair, which he combined FA (factory automation) and OA (office automation), at COEX in November 1988 and received a great attention from related industries. This was followed by yet even more successful Korea International Parts & Materials Expo and Seoul International Industrial Training Equipment Expo. All these great performances eventually led Jung to establish Korea Industrial Marketing Institute in 1993. 

Despite its harsh conditions, Jung pioneered nothing less than the wasted land of regional exhibition industry. As a result and with much experience and know-how, the institute is now playing a leading role in the field through not only planing, finding and holding innovative exhibitions but also combining international conference, symposium and seminar alongside exhibitions. 

Active benchmarking and promotion of advanced exhibition skills
Pioneering regional exhibition industry

When the time Jung was emerging as a leading figure of domestic exhibition industry, many CEOs of business did not even realize the importance of exhibiting their products. In addition, exhibition agencies also had lack of experience in organizing and holding large scale exhibitions and failed to attract the reasonable number of participating companies. To improve the situation, Jung benchmarked advanced exhibition skills from Germany and Japan and carried out active promotion by encouraging domestic companies. Jung's hard work has been recognized from local governments and organizations for the last 30 years and Jung has become the major figure of regional exhibition and convention industries and is called from many as 'the pioneer of regional exhibition industry' which he well proved his fame through 'Changwon Factory Automation Fair', 'Opening Expo of Busan Exhibition Center' in 1994, co-promoting exhibitions with EXCO in 1998 and as a member of Exhibition Promotion Committee of BEXCO and EXCO. 
Winning Order of Bronze Tower Industry on Trade Day April 2011
"We will lead globalization of domestic exhibition industry"
Jung received credit for his contribution to the Korean exhibition industry and won 'Presidential Citation' in 2003, 'Busan Mayoral Citation' in 2005, 'Appreciation Plaque' from Mayor of Gwangju in 2006, 'Ministerial Citation' from MOTIE in 2009 and 'Order of Bronze Tower Industry' from the government on Trade Day April 2011. Also, the institute's Busan International Machinery Fair and Korea International Infrastructure Technology Fair were chosen as promising exhibitions by MOTIE. 

Jung said "Korean people still have lack of recognition in the exhibition industry. For this reason, we will exert our effort in building necessary infrastructure, competitive contents and global network to boost and globalize the domestic exhibition industry. We will also take into consideration the trend of combining an exhibition with conventions and related industry such as accommodation, catering and tourism."  

Currently, Jung is planning South/North Korea and China joint exhibition to promote the brand value of Korea and Asia and to lead the industry. Jung added "we are sure that Korea's exhibition industry will develop through our experience, know-how and the trust we have built in the field for the last 30 years." 
 


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