[CEO Summit Guide] ⑤ From K-Beauty to Hanbok and Traditional Liquor... APEC Side Events Abound

Traditional Liquor Fair, Hanbok Fashion Show, and Beauty Experience Events Planned
Programs Also Prepared for Spouses and Families of Summit Participants

"If you want to have a comfortable year, you need to come across as a good father by the last event."

This was said by Choi Taewon, Chairman of the Korea Chamber of Commerce and Industry, during the preparatory meeting for the Asia-Pacific Economic Cooperation (APEC) 2025 CEO Summit. He explained that the strategy for inviting global CEOs to Korea begins with content that appeals to their spouses and children.

Yonhap News Agency

Since Chairman Choi is personally overseeing the preparations, the summit will feature a wide array of side events. In addition to exhibitions showcasing cutting-edge technologies from Korean companies, there will be opportunities to experience Korea's unique culture, such as Hanbok and traditional liquor. There are also experiential programs designed for the spouses and families of summit participants, which are expected to serve as another platform for promoting Korea's soft power. The Korea Chamber of Commerce and Industry plans to leverage these events to pursue a "Korean-style business diplomacy" that combines industrial competitiveness with cultural content.

The K-Tech Innovation Showcase will be the first highlight, where innovative Korean companies will present advanced technologies such as artificial intelligence (AI) and smart home solutions. Participating companies will not only display their technological prowess collectively but also seek partnerships with global firms.

There will also be an event to introduce Korea's drinking culture. From the 29th, a three-day Wine & Traditional Liquor Fair will feature the traditional liquor cultures of all 21 APEC member economies, including Korea. Participants will have the opportunity to experience traditional Korean liquors as well as alcoholic beverages from around the world.

A special spouse program has been prepared for the spouses and families of CEO Summit attendees. At the "K-Beauty & Wellness" event held at Hwangnyongwon, spouses will be able to experience K-beauty products and aesthetic skincare treatments that are gaining global popularity. Leading Korean beauty companies such as LG Household & Health Care and Amorepacific will support the event.

An art exhibition at Place C Gallery, running from October 28 to November 1, is also part of the spouse program. The exhibition, themed "Fantastic Everyday Life," will showcase works by leading Korean contemporary artists as well as artists from around the world.

A variety of cultural events are also planned. First, a fashion show featuring Hanbok, Korea's traditional attire, will be held. On the evening of the 29th, a special stage at Woljeonggyo in Gyeongju will host a fashion show presenting commemorative APEC Hanbok and Hanbok designs created using AI technology.

In the Bomun Tourist Complex, where the APEC summit venue is located, multimedia shows such as laser shows, drone shows, and media art performances will take place daily against the backdrop of Lake Bomun. On the evening of the 27th, there will also be a special performance for the CEO Summit.