GYEONGJU, South Korea — A grassroots movement to promote hospitality and national pride ahead of the 2025 Asia-Pacific Economic Cooperation (APEC) Economic Leaders' Meeting in Gyeongju has gained major momentum, drawing support from a host of prominent Korean figures. The 'Smile Gyeongju' campaign, which began as a simple initiative by a local youth-led company, has quickly broadened into a nationwide wave of encouragement for the global summit.
The 2025 APEC Economic Leaders' Meeting is scheduled to take place in Gyeongju, the historic capital of the ancient Silla Kingdom, from October 31 to November 1. This highly significant event—the second time Korea has hosted the APEC Summit since 2005—will bring together leaders and business figures from 21 member economies to discuss shared prosperity under the theme, "Building a Sustainable Tomorrow: Connect, Innovate, Prosper." As Gyeongju prepares to welcome an estimated 20,000 participants, local efforts are focused on showcasing the city's rich cultural heritage and Korea's spirit of warm hospitality.
Celebrity and Expert Endorsements Fuel Momentum
The 'Smile Gyeongju' campaign, initially launched by the Gyeongju youth enterprise Bu-Chang Confectionery with the simple yet powerful goal of "smiling first at foreigners," has expanded its reach dramatically. The movement aims to showcase the cultural depth of Gyeongju and the welcoming nature of the Korean people to the world's dignitaries and guests.
Its success has been highlighted by the enthusiastic participation of notable figures from various sectors. Among those who have publicly backed the campaign are actor Lee Jang-woo, comedians Park Na-rae, Kim Won-hyo, and Kim Jun-ho, broadcasters Tak Jae-hoon and Lee Sang-min, Olympic archery gold medalist Ki Bo-bae, fashion designer Lie Sang Bong, and roboticist Professor Dennis Hong. Their involvement has transformed the campaign from a local event into a major national movement of support.
Bu-Chang Confectionery's K-Food Debut
Leading the campaign is Bu-Chang Confectionery, a company celebrated as a representative Korean walnut pastry (hodugwaja) brand with cumulative sales exceeding 100 million units. The company has achieved a major milestone by being selected as an official dessert sponsor for the 2025 APEC Summit.
This selection provides a significant platform to introduce authentic K-Food and the Korean culture of "smile" to international guests. Bu-Chang Confectionery plans to leverage this momentum, continuing its 'Smile Gyeongju' campaign by collaborating with more Hallyu artists, sports stars, and influencers. Furthermore, the company has ambitious plans to accelerate its overseas expansion, targeting markets in the U.S., Japan, and Southeast Asia starting next year.
A Vision for Gyeongju's Global Future
Lee Kyung-won, CEO of FG, the parent company of Bu-Chang Confectionery, emphasized the campaign's greater meaning. "The heartfelt participation of stars and various experts will serve as a wonderful opportunity to present Korea's genuine smile and welcoming culture to the world," he stated. "We hope the success of APEC will elevate Gyeongju, our great-grandfather's hometown, into a globally recognized cultural city."
By showcasing the harmonious blend of its thousand-year history as the Silla Kingdom's capital with modern innovation, Gyeongju intends to impress visitors not just with the efficiency of the summit, but also with an immersive cultural experience. The 'Smile Gyeongju' campaign perfectly embodies the spirit of the city's vision: using its cultural richness and the warmth of its citizens to ensure the APEC 2025 summit is a resounding success, ultimately positioning Gyeongju as a world-class cultural destination.
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