The recent 2025 Asia-Pacific Economic Cooperation (APEC) summit in Gyeongju has demonstrated how major international events can serve as powerful catalysts for promoting Korean culture and opening new opportunities for the nation's creative industries. Kim Dong-won, former chair of the Gyeongju APEC promotion strategy committee, believes the summit's success could revolutionize how Korea leverages its cultural assets to drive economic growth across tourism, advertising, and creative sectors.

Gyeongju, located in North Gyeongsang Province, provided the perfect backdrop for showcasing Korea's rich cultural heritage to world leaders and business executives. The ancient city, which once served as the capital of the Silla Dynasty, is often called a "living museum" due to its well-preserved relics, artwork, and historic sites. During the APEC events, this cultural wealth captivated investors and dignitaries from around the world, providing clear evidence that Korean culture's global appeal runs much deeper than contemporary exports like K-pop and Korean dramas.

Several high-profile moments during the summit highlighted the organic appeal of Korean culture. White House Press Secretary Karoline Leavitt posted on Instagram about Korean skincare products she purchased from a local Gyeongju shop, including sheet masks and serums, captioning her post "South Korean skincare finds" with a heart emoji. The post quickly went viral as Korean media outlets covered her social media activity. Similarly, Nvidia CEO Jensen Huang drew attention when he was spotted enjoying chimaek (chicken and beer) in southern Seoul with Samsung Electronics Executive Chairman Lee Jae-yong and Hyundai Motor Group Executive Chair Chung Euisun, naturally showcasing the everyday pleasures of Korean culture.

Kim emphasized that Korean traditional arts, which often receive less international recognition compared to modern cultural exports, gained significant attention during the summit. "Business leaders from around the world who attended the APEC CEO Summit were deeply impressed by the beauty of Korean art and cultural heritage," Kim said. "Korean fine arts, especially traditional painting, remain undervalued. We must improve the auction and distribution systems to properly recognize their value and position them as a central pillar in the global art industry."

To capitalize on this cultural interest, Kim proposed innovative approaches that combine technology with traditional cultural experiences. He suggested converting idle regional spaces into artificial intelligence (AI)-powered performance halls or exhibition venues for more efficient use. "AI-based performances and exhibitions can attract more tourists and revitalize local economies," Kim explained. He envisions replicating successful K-pop artists as AI digital humans and staging digital performances across multiple venues, which could "generate hundreds or even thousands of times more added value."

The summit served as a global networking hub, welcoming 16 heads of state and leading business figures from member economies. Notable attendees included Nvidia's Huang, Google APAC Chief Marketing Officer Simon Kahn, Citigroup CEO Jane Fraser, Johnson & Johnson Chairman Joaquin Duato, and JPMorgan Chase Vice Chairman Daniel Pinto. "Those who visited Gyeongju are some of the most influential figures in the world," Kim noted. "They have influence over tens of millions – sometimes hundreds of millions – of people and can change how they think and consume. That's why active participation from private sector leaders is crucial to spreading Korea's image and culture worldwide."

Kim identified tourism and advertising as Korea's next major economic growth drivers, noting strong international investor interest in these sectors. He emphasized that Korean advertising professionals and cultural industry experts should actively pursue collaboration opportunities with global corporations. "As seen in the global success of K-pop, dramas and films, Korea already possesses a deep pool of creative talent and the potential to take a leading role in the global advertising market," he said.

The scale of opportunity becomes clear when examining global marketing budgets. Major U.S. tech companies operate with vastly different marketing investments: Nvidia spends less than $100 million annually, focusing primarily on digital platforms, while Meta's annual marketing budget ranges between $2 billion and $2.65 billion, with approximately $2.06 billion spent in 2024. Microsoft invested around $1.7 billion in marketing last year. In comparison, Korea's advertising industry is relatively smaller, estimated at about $13.8 billion this year, with digital advertising accounting for over 60 percent of the market.

However, Kim acknowledged significant challenges in securing international business opportunities. "Even if Korean companies recognize overseas opportunities, finding potential partners is extremely difficult. Most local marketing firms lack the network and know-how to approach foreign partners," he explained. Despite these challenges, he believes the success of the APEC promotional video clearly demonstrated Korea's advertising and content capabilities to global tech companies.

Looking forward, Kim expects the summit's impact to extend far beyond the immediate event. The positive reception of Korean culture among global business leaders, combined with the demonstrated quality of Korean creative content, is expected to lead to expanded advertising contracts with major international tech firms. By developing AI-powered cultural spaces and leveraging Korea's creative talent, the nation could transform its cultural assets into significant economic drivers while revitalizing regional economies and creating new employment opportunities across various sectors.