"A Lot of Heart" Captivates World Leaders
Gyeongju APEC CEO Summit Reveals Its Unsung Hero
The largest economic forum in the Asia-Pacific region, the 'APEC CEO Summit KOREA 2025', has come to a close, but the impact of the event's official sponsor brand remains as vibrant as ever.
This summit, held in Gyeongju, brought together over 1,700 leaders and global CEOs from 21 countries, including U.S. President Donald Trump and Nvidia CEO Jensen Huang. The scale of the sessions, the number of speakers, the presence of top-level attendees, and the duration of the event all set new records.
Behind this massive conference was a quiet passion created by a single brand. The 'Diamond Sponsor Lounge (VIP Business Lounge)' on the 5th floor of the event venue, where the leaders stayed and which was curated by Ananti, served as a special area where heads of state and global CEOs gathered before and after meetings.
On October 31, this very lounge was the site where Nvidia CEO Jensen Huang and SK Group Chairman Chey Taewon met and exchanged gifts. The brand responsible for this space was Ananti.
Ananti delighted VIP guests from around the world with its signature offerings: 'Ananti Coffee', 'Ananti Cheese Bread', nine types of fusion finger foods including Goseong Fig Tartlets from South Gyeongsang Province, and Omija Sparkling Wine.
The hotel provided separate services of coffee, finger foods, and bottled water to the waiting rooms of each country's leaders. World leaders such as Canadian Prime Minister Mark Garneau, Vietnamese President Luong Cuong, Philippine President Ferdinand Marcos Jr., Thai Prime Minister Anutin Charnvirakul, and Chilean President Gabriel Boric experienced this discreet hospitality.
Beyond the VIP lounge, the 'Ananti Coffee' booth soothed the excitement of general participants at the international event with the gentle aroma of coffee. Ananti set up a mint-colored booth, the company's signature color, in front of the main conference hall and offered 'Ananti Coffee', cheese bread, and bottled water free of charge.
According to Ananti, an average of 3,000 cups of coffee were served each day during the event. Many attendees took home the attractively designed water bottles and coffee cups as souvenirs. In those small paper cups, the dignity of a Busan-based brand was encapsulated.
The accommodations for the leaders were praised as being flawless. This perfection was supported by numerous simulations and dozens of inspections behind the scenes. During the APEC period, hotels in Gyeongju and Busan made every effort to meet the demanding requirements of the leaders and their delegations.
An official from the APEC preparation support team explained, "There were many detailed requests regarding temperature, bathroom water temperature, and water pressure," adding, "Some delegations even shipped their own furniture, tableware, and appliances from their home countries."
After attending the summit on October 31, UAE Crown Prince Khalid Abu Dhabi, who held a separate meeting with President Lee Jaemyung, stayed at Ananti Cove in Busan. The Presidential Suite he stayed in is one of the largest in Korea, measuring 1,520 square meters.
Ananti revealed that they conducted nine simulations, nineteen facility inspections, hygiene checks, and halal compliance reviews to prepare this accommodation. An Ananti representative stated, "Customer requests are top-level secrets for both the customer and the hotel," and proudly added, "The Crown Prince and his delegation left a message saying they would like to return."
The UAE Crown Prince expressed his gratitude, saying, "I had a truly wonderful time at Ananti. If we visit Korea again, I believe we would choose Ananti."
The stir-fried kimchi also left a lasting impression at this international event. Unexpectedly, the UAE delegation's favorite Korean dish turned out to be 'stir-fried kimchi'. This menu was created in line with the Ministry of Food and Drug Safety's restrictions on fresh kimchi, but its flavor exceeded expectations and was met with great enthusiasm.
The delegation requested to take the stir-fried kimchi back to their home country, and Ananti promptly vacuum-packed it in large quantities and presented it as a gift. When asked for the recipe by the UAE side, Ananti's culinary leader replied, "We just stir-fried it with sesame oil." In response to a playful question about whether there were any secret ingredients, he said, "A lot of heart," which brought laughter to the group.
Stir-fried kimchi that captivated the taste buds of the United Arab Emirates delegation. Ananti gifted it in vacuum packaging.
Ananti staff proudly shared that Busan supported Gyeongju. When accommodation issues in Gyeongju were raised early in the event preparations, hoteliers from Busan moved quickly.
Busan hotels, with experience from the 2005 APEC Summit and the 2019 Korea-ASEAN Summit, shared their operational know-how with Gyeongju. Ananti sourced all event staff, food ingredients, tableware, and equipment from Busan.
A total of about 600 staff were deployed to Gyeongju and Busan, with 80% hailing from Busan, Ulsan, and South Gyeongsang Province. One Ananti representative said, "I wanted to give these young colleagues an unforgettable experience," adding, "Everyone said that meaningful hard work is joyful." Some employees postponed their days off or returned after leaving work to help out. Many agreed that seeing the delegation vehicles pass by made them feel compelled to contribute in some way.
Jang Junseong, Ananti's director and head of the APEC support team, remarked, "It felt as though scenes of public diplomacy built with sincerity overlapped in many places," and evaluated the event as an example of private-sector public diplomacy showcased by a Busan brand on the diplomatic stage.
What the world leaders and delegations experienced was not just the comfort of accommodations and facilities, but the heartfelt dedication that came from the hands of people. "Our goal was to warm the hearts of people from other countries." The Gyeongju APEC CEO Summit left behind not only a national consensus, but also this memorable statement.
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