Influencers bring Korean culture to the world at SeoulCon 2023

SeoulCon 2023, a content and lifestyle fair for influencers that highlighted the culture of Korea, successfully ended as global influencers shared the charms of Seoul during the three-day event.

Participants of 2023 SeoulCon's K-pop dance cover event dance to a song as visitors watch them at Dongdaemun Design Plaza in eastern Seoul on Dec. 31, 2023. [NEWS1]

SeoulCon 2023, a content and lifestyle fair for influencers that highlighted the culture of Korea, successfully ended as global influencers shared the charms of Seoul during the three-day event.

The expo took place from Dec. 30 to Jan. 1 at Dongdaemun Design Plaza in eastern Seoul, drawing some 100,000 visitors and 3,100 influencers, Seoul Business Agency (SBA), the host of the fair said Thursday. The influencers mainly volunteered to participate in the event.

According to SBA, posts made by five global influencers who participated in the bell-tolling ceremony on New Year’s Day at Bosingak Pavilion in downtown Seoul recorded more than 70 million views in just 10 days.

The five influencers were Anushka Sen from India, Kika Kim from Kazakhstan, Elina Karimova, a naturalized Korean citizen from Uzbekistan, Kristel Fulgar, an actress and singer from the Philippines, and Kem from Vietnam.

The five influencers have over 140 million subscribers on their social media accounts, including YouTube, TikTok and Instagram, the host of the fair said.

“I feel like Seoul is my second hometown thanks to the love and warmth I receive from the Seoulites,” Anushka Sen told the SBA. “I think everything in Seoul is perfect. People are nice and friendly, making it easier for foreign tourists to visit and experience.”

Others said they were honored to have the opportunity to be a part of the capital’s event and to be able to spread the country’s culture.

“I am very excited to have participated in the New Year's bell-tolling ceremony that has been continuing for about 70 years,” Kristel Fulgar said.

“I will continue introducing Korean culture in my own way.”

Global influencers, including Anushka Sen from India and Elina Karimova, a naturalized Korean citizen from Uzbekistan, ring the bell at Bosingak Pavilion in downtown Seoul on New Year's Day. [JOINT PRESS CORPS]

Over the three days, the fair featured 28 programs on content, fashion and beauty, including K-pop festivals and awards ceremonies like the Seoul Con APAN Star Awards.

This year’s event served as a novel opportunity to view the capital through the eyes of influencers across the globe and to expand different industries in Korea, including beauty and fashion, to the rest of the world, SBA said.

The Export-Import Bank of Korea had earlier revealed that Korea earns a fivefold economic effect of around 510 million dollars for every 100 million dollars in Korean content exports.

“The successful hosting of 2023 SeoulCon will serve as an opportunity to lead the creative and personal media markets,” said Kim Hyun-woo, the CEO of SBA, adding that the agency plans to interact with influencers more in the future to do so.

“We plan to expand SeoulCon into the world’s largest business fair and expand the fandom in Seoul to make it a landmark for global media.”

BY CHO JUNG-WOO [cho.jungwoo1@joongang.co.kr]