Gangnam MICE Tourism Special Zone강남 마이스 관광특구

About

Home to the Trade Center from early on, the Samseong-dong area of Gangnam has long been regarded as a hub of international exchange, serving as a window introducing Korea to cutting-edge businesspeople from around the world. From the 1990s, as Gangnam's distinctive youth culture flowed in, the Trade Center area developed a dual character as both a place of business and a landmark of youth culture. In 2014, amid the craze for PSY's "Gangnam Style," the area was designated the Gangnam MICE Tourism Special Zone to strengthen the synergy between the international business industry and Hallyu culture. The zone is centered on COEX, which hosts a steady stream of exhibitions, conventions, seminars, international trade shows, and conferences. With department stores, hotels, duty-free shops, and a city airport terminal all closely connected, it draws a constant flow of both domestic and international visitors. Developed as Korea's answer to Times Square, the area uses state-of-the-art displays that let visitors experience holograms and augmented reality, and enjoy dazzling media art and advertisements on giant LED screens mounted on building exteriors.