‘Korean Wave’ refers to the spread of South Korean culture around the world, which started a few years ago with the TV series “Winter Sonata”. The Korean Wave continues to surge, from East Asian countries to the rest of Asia and around the world, in the form of Korean films, pop songs, etc. In preparation for the upcoming era of 10 million foreign tourists, the Ministry of Culture, Sports, and Tourism is pushing for the qualitative growth of the travel and tourism industry, but it seems difficult to do so without implementing a tourism marketing scheme that capitalizes on the Korean Wave. The Korean Wave continues with strong growth toward the global leisure industry rather than in Korea itself. This session is intended to serve as a venue for the views of specialists not only on the past and present in the leisure industry, but also on its future strategy and policy implications.

[aSSIST]

- Moderator
CHOE, Sok-ho (Dean, Graduate School of Leisure Management, aSSIST / General Executive, The Tourism Sciences Society of Korea)

- Presenters & Discussants
CHUN, Sae-jun (President, Sejoong Travel Services, Co.,Ltd.)
KIM, Yi-tae (Professor, Pusan National University)
PARK, Chung-min (President, CUBE Entertainment, Inc)
SUH, Byung-kee (Entertainment Desk Editor, Herald Media)

- Rapporteur
SHIN, Jong-hwa (Head Professor, Leisure Management MBA, aSSIST / Director, Seoul Institute of Leisure Studies)