This website uses cookies, which are necessary for you to login to the My ICCA section, integrate social media and track visits to our website. ICCA is legally obliged to ask your permission to use cookies and to inform you about how we use them. By continuing to use our website you are accepting our use of cookies as described in our Privacy Policy. Find Out MoreContinue
Remember Associations only: Forgot password

New Seoul-based Interactive Cultural Center Offers MICE Groups a Taste of Korea

New Seoul-based Interactive Cultural Center Offers MICE Groups a Taste of Korea

[Seoul: May 11] International visitors to Korea can now discover the best of the nation’s culture all in one place at the new “K-Style Hub” education and experience center, located in Seoul. Designed to be the city’s main tourism promotion facility for the nation, the center offers a range of hands-on programs, especially food-related, that make it ideal for visiting incentive groups and congress participants.

The centerpiece of the K-Style Hub, the Korean Culinary Center, invites overseas visitors to not only try traditional Korean fare, but to also learn how to make it themselves. Examples include Korean staple kimchi, sauces frequently used in Korean cooking, and Jeju heukdoeji, or black pork. An initiative of the Korea Food Foundation, Korean Culinary Center programs can accommodate up to 40 participants at a time; groups of more than 20 are eligible for a 10% discount.

The Culinary Center’s opening comes at a time of rapidly-growing interest in Korean cuisine, with 2016 a landmark year for corporate incentive visits from nearby nations keen to dine on local favorites in situ. In March, Chinese health firm Aurance treated 4,500 of its employees to a chimaek (portmanteau of ‘chicken’ and the Korean word for ‘beer’) party. This was followed earlier in May by the arrival of 8,000 employees of Chinese firm Zhongmai in Seoul to enjoy samgyetang (ginseng chicken soup), a dish traditionally associated with replenishing body minerals during summer.

Other areas of the K-Style Hub contain a variety of information centers and interactive exhibits on subjects including medical tourism, recommended travel destinations across the peninsula, and hallyu, or the ‘Korean Wave’. Originating in China, the term hallyu refers to the wide-scale popularity of Korean culture through various overseas exports, such as film and television, fashion, cosmetics, and more recently cuisine.

Center exhibits are brought to life utilizing a rich blend of cutting-edge technology, including 3D, holography, and virtual reality. A notable example are the virtual reality goggles offering the wearer an interactive experience of a ski-jump; part of the K-Style Hub’s efforts to promote the Pyeongchang 2018 Winter Olympics, scheduled for February 9-25 of that year.
Located near central Seoul’s popular Myeong-dong district, the center is well-placed for business visitors on tight schedules interested in sampling Korean culture, as well as event planners interested in learning about potential activities for their groups. More information is available at the official K-Style Hub website. Those interested in utilizing the center for MICE and corporate group-based activities can email the Korea MICE Bureau at

The Korea MICE Bureau (KMB), under the Korea Tourism Organization, aims to establish Korea as a premier destination for business events. As the government's leading MICE agency, the KMB has worked for nearly 30 years to provide a wide range of advice and assistance to those considering holding meetings in Korea. It also works closely with organizers, meeting planners, and other regional convention bureaus to ensure that every meeting held in Korea is successful as well as memorable.

For more news and articles about the Korea MICE industry, visit:

Connect easily with us on LinkedIn: