A man of versatility accelerates MICE industry in Bussan

Creative contents come from one’s truthful experience in life 강진성 기자l승인2019.11.25l수정2019.11.25 13:43






▲ Micestation / CEO Jaeho Huh

The scale of event and exhibition industries in South Korea has seen a great jump in recent years. So called this collective term ‘MICE’ embraces Meeting, Incentive tour and travel, Convention and Exhibition. While the term gets more familiar with people in general, the competition between event organizers are being heated up to attract more people with creative ideas and interactive programs. The industry experts voice together that MICE can create a significant economic ripple effect worth praised as a highly value added industry. 

The event and exhibition specialist Micestation opened the door in 2017 in the South Korea’s second largest city: Busan. The company has been credited for its capability in brining creative contents to various events and projects such as urban regeneration, culture, art, exchange, job and regional projects. 

Micestation, in particular, proved its creativeness by designing and distributing tourist guides with focus on accessibility and convenience. And this was soon followed by development of an O2O (Online to Offline) platform that made yet another contribution to attracting more visitors to targeted areas.

Exhibition-wise, Micestation wowed both Busan and visitors by introducing the Busan Health Care week in 2011 and made it into a series of success every year. In 2017, the company attracted a great number of visitors to the Korea Truck Show and took charge of the Korean booth at the 2019 Vietnam Autoexpo. 

In recognition of its creative contents and contribution to the MICE industry, the company received a Busan mayor’s citation in 2016, a president’s prize of the Korea Venture Business Association in 2018, and listed its name in the Excellent MICE Enterprise of Busan in 2018. CEO Jaeho Huh says:

“We run rather than seat on our comfortable chair in the office and gossip around. We pay attention to detail so that everything is perfectly prepared and organized. It will be great if we attract 100,000 visitors to an event we organized but we will be proud if 1,000 buyers visit and they have made deals with exhibitors. This is our job to make it happen.”

He adds that a great event comes from the organizer’s experience in life. We all share one or two of the same experience in life and it can touch the hearts of the visitors when they are delivered honestly. In other words, a good event organizer is truthful to his idea and rather avoids cliché whether it is about art, architecture, design and IT.

“The new name of Busan Station Plaza is Busan Eurasia Platform. Busan station is the origin and destination of the Eurasia Railway when completed. The platform will be turned into a complex for IT-driven transport, co-working, startup and makers. Micestation is aware of this important shift very well and we are currently being engaged in running programs for jobs and innovation in relation with this grand plan.”

Alongside various ongoing projects, Micestation is planning to run Korea Urban Creation Lab (tentative) to provide systematized services for policy, public architecture, community, culture and O2O in cooperation with industry specialists through regular seminars and forums. In order to make things nice, smooth and effective, Micestation has signed a number of business contracts with Busan Metropolitan City, Busan Tourism Organization, BEXCO, KOICA, National Health Insurance Service, Pukyong National University, Volkswagen Group and Audi. 

Huh has an interesting career path. He was a member of B-boy Busan and went through a number of professions to a stage director, a radio writer and an event and exhibition agent. Apart from his role as CEO of Micestation, Huh is also running the Contents Bay TV on Youtube as well as writing songs and lyrics. He recently released two songs <City Made of the Sea> and <Sanmandi There> both themed on Busan. When asked about future plan, Huh said”

“Personally, I would like to challenge to write a book next year. As a businessman, I will keep myself busy promoting MICE industry in Busan as always.”


강진성 기자  wlstjdxp@naver.com
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