(C) KED Global
SEOUL – In a significant shift for the regional tourism and MICE (Meetings, Incentives, Conventions, and Exhibitions) industry, Amway China has officially announced that it will reroute its massive corporate incentive tour from Osaka, Japan, to Seoul, South Korea.
The decision, which involves approximately 14,000 participants, is expected to generate an economic impact of roughly 77 billion KRW ($58 million USD) for the South Korean economy.
Strategic Pivot Amid Diplomatic Friction
On January 20, Amway China announced via its official WeChat account that its "2027 Marketing Elite Overseas Seminar" would no longer be held in Osaka as originally planned. The company cited the "persistent tension in China-Japan relations" as the primary reason for the change, opting for Seoul to ensure a stable and welcoming environment for its top-performing distributors.
This marks the first time in 13 years, since 2014, that the company has selected South Korea for its large-scale incentive program.
A Major Win for South Korean Tourism
The Korea Tourism Organization (KTO) confirmed the news, highlighting the aggressive marketing efforts that led to this successful bid. According to the KTO:
Strategic Presentation: In February of last year, the KTO held a major presentation in Shanghai to showcase Korea’s world-class MICE infrastructure.
Customized Site Inspections: Earlier this month, a delegation from Amway China visited Seoul for a week-long inspection, where they were presented with tailored support packages and case studies of previous successful global corporate events.
The "K-Culture" Factor
The appeal of South Korean pop culture played a decisive role in the final selection. Moon Moon, the General Manager of Event Planning at Amway, stated during the site visit:
"Korea not only possesses superior MICE facilities but also offers diverse K-Culture experiences. We believe it is the optimal destination that will satisfy all our participants."
The seminar is scheduled to take place over a two-week period in the spring of 2027. Industry experts view this move as a significant indicator of how geopolitical climates are reshaping the tourism landscape in East Asia, with South Korea emerging as a primary beneficiary of the shifting travel patterns from China.
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