Build a K-culture museum around the airport

Choi Soon-ja
The author, former president of Inha University, is the chair of the board of Incheon Academy.

The Bureau International des Expositions (BIE), which has 179 members, recently chose Riyadh, Saudi Arabia, as the host for the 2030 World Expo. Busan suffered a setback. The Expo is a global event that showcases the success of the host country and takes place every five years. Starting with the Great Exhibition jointly staged by Britain and Ireland in 1851, the Expo was classified into three categories according to the times. From 1851 to 1938, industrialization was the theme, and from 1939 to 1987, cultural exchange was the key. From 1988 to the present, the Expo showcases brands of each country.

In 2000, 180 countries participated in the Hanover Expo in Germany, and 18 million people visited. The 2005 Aichi Expo in Japan had 121 countries participating and 22 million visitors; the 2010 Shanghai Expo in China had 192 countries participating and 73 million visitors; and the 2015 Milan Expo in Italy had 145 countries participating and 22 million visitors. The 2021 Dubai Expo in the United Arab Emirates, which was postponed for a year due to Covid-19, attracted 192 countries and 24 million visitors.

Although Busan failed to host the Expo, we can change our mindset and turn it into an opportunity for blessing in disguise. First, considering Korea’s economic situation and global status, even if Busan had succeeded in hosting, it was an ambiguous challenge for the national interest. Second, the positive ripple effect on the economy and society of the host is unclear; there is little objective data on foreign visitors aside from the locals. Third, the Expo is a showy event for the invested capital as it is exhibited just for six months and removed. Fourth, there are also concerns that it will turn into an event to show off political achievements rather than an exhibition of a national brand.

Notable tourist attractions in Munich, Germany, are the BMW Museum, the Allianz Arena — the home of the soccer club Bayern Munich, where Kim Min-jae plays — and the club’s museum. The BMW Museum, which opened in 1973, introduces stages of technological development and history, including automobile engines, turbines, small airplanes, motorcycles and car designs that BMW has produced since 1940.

The Allianz Arena is famous for the changing colors on the exterior. Admissions to the BMW Museum and the Allianz Arena are 10 euros ($11) and 25 euros, respectively. The two venues annually attract 500,000 and 3.5 million visitors each. They attract the most visitors after the two-week beer festival Oktoberfest, which attracts 6 million visitors annually.

Normandy in France, famous for the Allied landings in 1944 during World War II, attracts tens of millions of tourists every year. Its content is memories of the war that cost countless lives. In Europe, including Munich and Normandy, past cultural heritages are the biggest brand value. In contrast, Korea’s core brand values can be found in the present and the future.

Many young people around the world admire Korea and look forward to traveling to the country. They learn the Korean language and culture through K-dramas. They have a passion for Korea. In order to turn this trend into a national interest, I propose the construction of a “Sustainable K-Culture Museum” near Incheon International Airport. The purpose is to help countless foreigners passing through the airport to experience and enjoy Korea’s brand value.

Korea had many opportunities. Unfortunately, the country failed to make the most out of the Saemangeum World Scout Jamboree and the Busan Expo bid. However, the 2027 World Youth Day in Seoul is a great opportunity for success. Meeting with transfer passengers at Incheon Airport is also a special opportunity.

The K-culture museum has boundless materials to present. It can showcase ample hardware and software, including leading K-technology such as Samsung, LG and Hyundai; K-movies to which Netflix is the best contributor; K-pop; and healthy K-foods and Korean language contests. It is also easy to find a site near the airport. If the K-culture museum can be updated to attract as many as 10 million transit passengers a year, I am certain that it will be a project to exponentially elevate Korea’s brand value.

Translation by the Korea JoongAng Daily staff.