C-FESTIVAL 2015
Press Kit
Thursday, April 30, 2015 – Sunday, May 10, 2015
[Media Inquiry Contact Point] Prain Global
Senior Consultant Kwak Eunyoung
AE Shin Sun-young
Tel. 02-3210-9701 / Cel. 010-9008-5791 / Email. [email protected]
Tel. 02-3210-9597 / Cel. 010-9298-2721 / Email. [email protected]
1
Contents
I. C-FESTIVAL 2015 Overview
1. Introduction to C-FESTIVAL2015
2. Introduction to C-FESTIVAL2015 Brand Identity (BI) and Slogan
3. Introduction to C-FESTIVAL2015 Host and Committee
1) MICE Cluster
2) C-FESTI VAL Organization Committee
II. C-FESTIVAL 2015 Program Overview
1. Overall Program Overview
2. Opening Ceremony Schedule and Detailed Programs
3. Program Rundown
III. Introduction to C-FESTIVAL 2015 Programs
1. Core Program Details (TBD)
1) ASIAMANIA
2) CREATIVE U
3) CULTURE-TECH FAIR
4) CONVENTION
2. Detailed Outdoor Event Plan
3. Detailed Indoor Event Plan
4. Main Performance Schedule (TBD)
1) Indoor Performance Program
2) Performance Schedule for Coex Hall A
3) Performance Schedule for Hall D and Auditorium
4) Performance Schedule for Specialized Hall
5) Performance Schedule for Outdoor Events
------------------------------------------------------------------------------------------------------------ --IV. APPENDIX
1. C-FESTIVAL Organizing Committee Member List
2
I. C-FESTIVAL2015 Overview
▌1. Introduction to C-FESTIVAL2015
C-Festival is a Global MICE* Business festival, held for 11 days from Thursday, April 30, 2015 to
Sunday, May 10, 2015, at the Korea International Trade Association and Coex Convention and
Exhibition Center (COEX), Samsung-dong, Seoul. The goal of C-Festival is to cultivate and foster
MICE Cluster, which consists of 13 relevant organizations and institutions located at Coex, into the
hub of Asia’s MICE business.
In relation to this, MICE Cluster will hold the world’s first global MICE festival around the Korea World
Trade Center in Samsung-dong, where the Seoul Metropolitan Government designated it as the
“Gangnam MICE Special Tourism Zone” in December 2014. Through this initiative, MICE Cluster is
attempting at increasing the number of foreign visitors to this Special Tourism Zone from the current
900 thousand to 3 million by 2017. It is assumed that such business will not only be a definite growth
engine in tourism, hotel, transportation and shopping business at the Korea World Trade Center, as
well as the overall local industry, but also will lead to give a positive impact in economic and cultural
aspect.
The C-FESTIVAL 2015 introduces a brand new event that converges and integrates culture, arts and
technology, and is consisted of several Korea culture wave, so called hallyu, leading performances
and diversified events. It will be eventually positioned as the Korean version of Edinburg Festival.
* MICE: Mice business, an abbreviation for ‘Meeting’, ‘Incentives’, ‘Convention’ and ‘Exhibition, is the
next-generation’s strategic business keenly integrating diverse industries including tourism, trade,
culture and hotel sectors.
* Three key terms for C-FESTIVAL
Culture, arts and technology
Global Market Place
The World’s one and only content
Asia’s new market place where it
convergence festival that
engages 3 million audience from
integrates and combines culture,
Japan, China, Russia, India,
arts and technology at all once
Taiwan and Korea
3
Business Platform
Proposes a new business model
platform where it changes and
evolves all participating
institutions, organizations and
customers to another level
▌2. Introduction to C-FESTIVAL2015 Brand Identity and Slogan
BI and Slogan
Definitions and Explanations
The brand identity (BI) is signified as “C”, which has many symbolic meanings
including culture, contents, convention and creativity. It is defined as a
convergence festival that integrates culture, arts and technology, just in a
manner how many words’ definitions are combined and aligned to make a
totally new meaning.
The slogan conveys the festival’s objective of letting the audience define the
real meaning of “C” for themselves after getting inspirations from their onsite
experience of various contents offered by “C”, the symbol of C-Festival.
▌3. Introduction to C-FESTIVAL2015 Host and Organizing Committee
1) MICE Cluster
Consisted of 13 institutions and companies – The Korea International Trade Association, Coex,
Coex Mall, City Airport, Logis & Travel, Grand Korea Leisure, Megabox, Seoul Ocean Aquarium,
Our Home, SM Entertainment, Grand InterContinental Seoul Parnas, Han Moo Shopping, Han
Moo Convention, Hotel Lotte Duty Free Shop, MICE Cluster was been established under the
Korea International Trade Association’s leadership in September 2013 in a bid to foster the
Korea World Trade Center as Asia’s MICE business hub. In order to activate and foster the
local service industry, MICE Cluster has formed a consultative body and is planning to create
a new business model based on MICE industry, which embodies huge impact over economy.
Within this context, starting from C-FESTIVAL 2015, MICE Cluster plans to host this festival on
an annual basis by developing and utilizing contents where the audience can come in contact
with Korea’s differentiated content converging culture, arts and technology. Through such
initiative, MICE Cluster aims at attracting foreign capital and creating added-value by attracting
more buyers and tourists and eventually making the Korea World Trade Center as a must visit
spot for them.
2) C-FESTIVAL Organizing Committee
C-FESTIVAL’s organizing committee, which is chaired by Chairman Kim In-ho of KITA, is
consisted of CEOs of 13 private and joint corporations at the Korea World Trade Center. In an
attempt to cultivate the Korea Word Trade Center as an innovative business platform that leads
the service industry, an MOU was signed in October 2014 among Gangnam-gu Office Chief
Shin Yeon-hee, former Small and Medium Business Corporation President Park Cheol-kyu,
Korea Tourism Organization CEO Byun Choo-suk, Korea Creative Content Agency President
4
Hong Sang-pyo, who all looked forward to the success of C-FESTIVAL.
Ⅱ. C-FESTIVAL 2015 Program Overview
▌1. Overall Program Overview

Title : C-FESTIVAL 2015

Period : Thursday, April 30, 2015 – Sunday, May 10, 2015 (for 11 days)

Venue : Across Korea World Trade Center and part of Yeongdong-daero

Target : Local and foreign buyers and tourists that totals to 3 million (incl. 300,000 foreigners)

Entry : Hall A – C (Daily Ticket fee: KRW 7,000 for adults, KRW 5,000 for teenagers, KRW
3,000 for groups of more than 20 members)

Objectives : Developing the Korea World Center as the cultural hub through attraction of
tourists and creation of added value
-
Foster the Korea Trade Center into the hub of the global MICE business and convey
the success of local tourism industry
-
Project a new paradigm in service trade sector that converges culture, arts and
technology
-
Convey ongoing success by positioning of the representative icon in Korea’s culture &
service industry
▌2. Opening Ceremony Schedule and Program
Program
Opening
Ceremony
Time
Venue
4/30
Stadium in
10:00 - 11:00
front of
AM
East Gate
Event Title
Program Details
Fusion traditional performance that
Arirang
Party
features the combination of Arirang, BBoys, Korean Traditional Dance and
Taekwondo
▌3. All Program MAP
Type
Date
Program
Venue
Program Details
K-Food pavilion offering Korean food
K-Fashion/Make-up Style consulting session
Webtoon exhibition and drawing experience/ KIDULT
Core
Program
4/30-5/3
AsiaMania
Hall A
(Bandai-Plamodel) exhibition, company promotion booth
Cake square that features amateurs’ creative art & cultural
pieces
Seoul’s key tourist attraction site promotion, Korean
traditional costume “Hanbok” photo zone
5
Gangnam-gu promotion hall (Korean wave K-Star Road,
medical tourism experience)
J contentree magazine/ Cosmetics promotion booth
Taekwondo trial zone
National pavilions for culture related companies from Korea,
Japan, China, Russia, India and Taiwan
Free function
4/30-5/5
room
Hall B
Creative U
East-side lobby
Bandai Korea’s Plamodel production experience zone
Hyundai Motor’s Brilliant Memories
Hyundai Motor’s Brilliant Memories exhibition pieces
displayed
Korea’s representative creative technology promotion booth
(Korea Creative Content Agency)
4/30-5/3
Culture Tech
Hall C
3D printing and culture-technology convergence sound
system trial
Drone trial and future job experience zone
East-side lobby
Export conference with big buyers invited: Buyer Matching
TBD
Convention
4/30-5/7
4/30-5/3
4/30-5/3
4/30-5/3
4/30-5/5
4/30-5/3,
5/5
4/30-5/10
Conference
Room
B2B Mart
Convention business, medical service, culture, technology,
government related academic seminars and forums
Hyundai car test
ride
Within the
Korea World
G20/SM TOWN
Beer Festival
Stadium
Media facade
Car Drawing Show
Character parade
Free test ride for Hyundai cars
Trade Center
Great Korean
Trade Tower
Stadium in front
of east side
COEX mall 
Beer festival offering diverse craft beer
Media art on the exterior part of Trade Tower
DIY decoration on the wrapped car
Parade in which beloved characters – Larva, Ttobot, Roboca
Outdoors
Poli, Cocomong. Free hug and photo time to be entailed
Bongeun Temple
Northern
Gigantic lights and on-road lotus candles along the way to
Candle Lighting
stadium
Bongeun Temple
Open Concert
World Trade
Outdoors
Events
Media facade art using media wall
Across the
4/30-5/10
Various cultural concerts to be progressed
Center
5/1
Traditional cultural festival 1 Sunwangli coolie rack play/
Buyeo coolie rack
festival
Chungnam intangible cultural treasure No. 27 Gongju
Stadium in front
of east side
5/3
Space travel
5/4-5/10
Extreme Sports
4/30-5/10
Love Heart Project
Seonhakli Daedong-noli
Traditional cultural festival 2: Gongju Dalgon soli/
Chungnam intangible cultural treasure No. 23 Gongju
Bonghyunli Sangyeo so-li festival
5/8
Cinema Party
G20 Stadium
RedBull Inline, skateboarding performances on sculpture
Stadium in front
Chalk and pastel using public art project that engages
of east side
citizens
Stadium in front
of east side
6
Outdoor cinema part
5/1
All-night Movies
4/30-5/10
5/2, 5/9
Indoor
Unicef Love for
children
Cooking & Baking
Class
Megabox M2
Night out cinema party with three special movies played
Free function
Message wall for hopes to children
Restaurant Roo
4/30-5/10
Coex Mall event
Coex Mall
5/2
e-Sports
Hall D
5/3
Creative Arena
Hall D
Events
Family love sharing
5/2
culture event
Popular chef-led cooking class that teaches secret recipe
Various promotion events and performances celebrating the
15th anniversary of Coex Mall
League of Legend Final Round (External PR unavailable
until the last week of April)
The best branding, marketing and design related creators’
lectures
Coex Art Hall
and outside
space
A family love sharing cultural event for C-Festival, held in
May, the month of family (special event)
* Program details are subject to change due to climate and host conditions
Ⅲ. Introduction to C-FESTIVAL2015 Programs
▌1. Core Program Details (TBD)
1) ASIAMANIA
This exhibition, which shares various cultural spirits in different parts of Asia and introduces the
latest trends, will become a hub of cultural exchange where the participants can get onsite
contemporary culture contents.

Concept: Culture (Conveys the various contemporary cultures across Asia)

Date and venue: 4/30~5/3 – Coex Hall A, Free function

Key participating countries: Korea, Japan, China, Russia, India, Taiwan, etc.

Program details (TBD):
Type
Key constituent contents
Details
Webtoon and cartoon promotion
Webtoon and cartoon related platform company engaged
booth
webtoon promotion booth
Cartoon
Cake Square
webtoon
amateurs’
content
sharing
promotion booth
Entertainment
Promotion and experience booth for Kidults concept
KIDULT Promotion Booth
companies including BANDAI
Bebop and Sachoom included Korean wave (Hallyu)
Event Stage
performance and foreign culture performance
Seoul Tourism promotion booth that offers information on
Seoul Mania
Travel
and
tourist attractions and soap opera shooting venues in
(Seoul Tourism Promotion Booth)
Seoul
Gangnam-gu Promotion Booth
Gangnam medical tourism experience.
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K-Road promotion booth and entertainment companies
merchandising promotion booth
Taekwondo Promotion Booth
Taekwondo experience zone
Gongju & Baekje Culture Promotion Baekje Dynasty’s culture promotion booth and Gongju
Booth
Tourism promotion booth
Brand promotion booth for small to medium size
K-Wave Brand Shop
Brand & Style
K Beauty Zone
companies that lead the K-Wave
J contentree M&B
Style week
Korean wave beauty and cosmetics brand promotion and
experience zone
Fashion and styling consulting experience zone
Korean, Chinese and Japanese food promotion and
Food
ASIA FOOD TABLE
experience booth
Rest area and cafeteria
Yiwu Si’s culture promotion booth and Dream of China
China
International
Pavilion
character merchandising product promotion booth
Culture experience zone/ overseas education/ HATTORI
Japan
(Japanese food & school) promotion, etc.
Handmade product promotion booth and community
Russia
promotion booth
Taiwan
Export product promotion booth
India
Art piece and handmade crafts promotion booth
2) Creative U (Hyundai Brilliant Memories)
The car, which embodies abundant memories, has been reborn as an art piece.
A special exhibition where people can meet an art piece that has been created based upon
precious memories and stories regarding the cars.

Concept: Collaboration

Date and venue:

Key participating company: Hyundai Motors

Program details (TBD):
4/30~5/3 – Hall B1, East-side lobby
8
Convention
Collaboration art piece
exhibition
Details
Hyundai Motors
Brilliant Memories: “Turning the car-related memories into an art
piece”
3) Culture-Tech Fair
The future’s prospect technology, CT: Culture Technology, is a new cutting edge cultural art
industry that bases its concept upon digital media. At this event, the creative technology owned
venture firms will introduce their technology and know-hows, featuring the forefront technology
that represents Korea’s Culture Technology.

Concept : Culture Technology (The technology that creates culture and culture brought by
technology featured all at once)

Date and venue: 4/30~5/3 - Coex Hall C, East-side lobby

Key participating institutions: Korea Creative Contents Agency (KOCCA),
Korea Foundation for the Advancement of Science and Creativity (KOFAC), etc.

Program details (TBD):
Convention
Details
Creative
- Creative culture technology business and
Culture Tech Zone
Communication
Future Society Zone
Culture Tech
Core Zone
CheerCulture Tech
Life Zone
Constituent details
cross convergence business
Culture Tech success display zone
(KOCCA)
Creative economy success display zone
- Prospective future jobs in relations to
creative technology introduction and
Future job experience zone
experience
- Introduction and experience offering for
CT related new technology
Drone display & trial zone
3D printing display zone
Drone/ 3D printing training session
- Introduction and experience offering for
CT technology found in everyday life
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MOF display zone (mobile auditory tool
display)
4) Convention (컨벤션)
This is a new convention that aims at discovering new Korean-wave culture contents with the
global big buyers invited in order to support overseas marketing and globalization. It is oriented
towards supporting new market creation for the Korean venture firms and companies by
opening up a new business gate.

Concept: Asia’s convention, medical service, culture and technology to be discussed

Date and venue: Conference room

Program details (TBD):
Program Title
AFECA 2015
Type
Asia Federation of Exhibition and Convention
Association Meeting (150 people)
Date
4/29~4/30
Asia Convention Forum
Asia convention forum (180 people)
4/29~4/31
GrandSourcing Fair
Buyer Matching B2B Mart
Date TBD
Cardiovascular Association
Cardiovascular Medical Circle (3,000 people)
4/26~5/1
Asia Petrochemical Congress
Petrochemical technology forum (1,500 people)
5/6~5/7
CT Forum
Culture technology contents forum (700 people)
4/30
Spring Symposium
Government 3.0 Experience
Zone
Korea Convention Society Spring Symposium (150
5/1
people)
Ministry of Government Administration and Home Affairs’
support system related seminar
4/30~5/3
▌2. Detailed Outdoor Event Plan (TBD)
1) Great Korean Beer Festival
Night beer party held within the city arena
- A large sized beer festival identical to Germany’s Oktoberfest concept
- Attract passersby, including the office workers around the area, by offering diverse beers and
70s’ – 80s’ folk music
2) Media Facade
Splendid media art displayed on the exterior wall of Trade Tower
- Induce interest towards the festival and establish the new landmark for media art
- Convey the key messages on the festival through media art visuals, creating a huge fad and
10
boom about the event
3) Character parade
Parade of Korea’s representative characters that inspire children
- 30 characters, including Ttobot and Robocar Poli, to parade around
- Free hug and photo time with the characters
4) Open Concert
Various cultural concerts across the Korea World Trade Center
- By acquiring regular open performance contents, have the festival mood continue on and attract
more people
- Huge size collaboration performance attended by professional musicians together with general
audience
5) Cinema Party
Outdoor cinema with cool breeze and music
- Establish a unique tourist attraction by playing movies outdoors
- “Begin Again”, which features about one’s achievement of his dreams for music, to be played
6) Love Heart Project
Public art project that paints the lonely city with love by engaging citizens
- Visualize warm “love” onto the concrete with chalks and pastel colors
- Citizen-made event open for everyone
7) Car Drawing
A special event where people can draw on the wrapped car
- A brand new opportunity where people can design their one and only car
- Reminds of the real definition of collaborations
8) Cooking & Baking Class
Fun and enjoyable cooking experience for couples and families with professional chef
- 3 p.m., Saturday, May 2nd – Korean fusion dish class (soybean paste grilled pork skewers,
Heebin cocktail class for eight couples)
- 4 p.m., Saturday, May 9th – Baking class (Cookies and carrot cakes for 10 families (10 people)
11
▌3. Detailed Indoor Event Plan
1) e-Sports
League of Legend Final Round (* External PR unavailable and unpermitted until the last week of
April)
- The highlight of e-Sports, League of Legend Championship, to be held
- A special opportunity for online game fans to watch the game with naked eyes
2) Creative Arena
Meeting with the best creative directors in branding, marketing and design
- Special lectures by marketing gurus that have attracted the world
- Induce the participation from university students who have dreams for the similar categories by
offering insights and practical lectures
3) All-night Movie
Night cinema party with three special movies played
- Three movies to be played consecutively at Megabox at night (Movies to be played TBD)
- Huge response anticipated from the movie fans
▌3. Main Performance Schedule (TBD)

Period : Throughout the event period (For 11 days from Thursday April, 30 th to Sunday, May
10th)

Venue : Coex Hall A, D, Auditorium, Specialized Performance Hall and Stadium Outdoor Stage

Host: COEX Mice Cluster Committee, KTO, STO, Gangnam Foundation for Arts and Culture

Supervisor : COEX

Sponsors : Ministry of Culture, Sports and Tourism, Seoul Metropolitan Government,
Gangnam-gu Office
1) Indoor Performance Programs
Venue
Hall A
Hall D
Details
Korea’s representative non-verbal performance and
culture performance from China, Japan and Russia
e-Sports league and talk concert
12
Note
Asia Mania
Auditorium
Quartetto gelato cross over performance
Coex Artium
SM Town Hologram Musical “School OZ”
Permanent
Performance
Theater play: Story of an Old Thief
Coex Art Hall
Permanent children’s song concert
Opening ceremony, Seoul road artists, Gangnam road
East side stadium
Outdoor stage
performance, Korean wave star session
Foreign live music performance and nonverbal outdoor
SM Stadium
performance
2) Indoor Performance Timetable (Coex Hall A)
Type
Thursday, April 30th
Friday, May 1st
Saturday, May 2nd
Sunday, May 3rd
Marionette (K)
Ppangsho(K)
Kung Festival (K)
Ppangsho(K)
Yuryukyara (J)
TBD(C)
TBD(J)
Korea-Japan
Korea-Japan
Korea-Japan
Korea-Japan
performance Team
performance Team
performance Team
performance Team
Okarina Unit EAST(J)
Okarina Unit EAST(J)
Okarina Unit EAST(J)
Okarina Unit EAST(J)
14:00-14:30
TBD(R)
Fantastic(K)
Marionette (K)
Bebop (K)
15:00-15:30
Bebop
Yuryukyara (J)
Fainters’ Hero(K)
TBD(C)
16:00-16:30
TBD(C)
Kung Festival (K)
TBD(J)
SaChoom(K)
17:00-17:30
Jump(K)
TBD(R)
SaChoom(K)
Fainters’ Hero(K)
(Outdoor opening
10:30-11:00
ceremony)
11:30-12:00
13:00-13:30
* (K) Korea, (J) Japan, (C) China, (R) Russia performances, TBD, To Be Decided, Some of them are under discussion for
outdoor performance
3) Indoor Performance Timetable (Coex Hall D and Auditorium)
Type
Program Title
Host
5.2 (Sat.)
League of Legend Champions Korea
CJE&M
18:00-23:00
Spring 2015 Final Round
Ongame.net
Creative Arena Special Edition
Creative Arena
5.3(Sun)
10:00-18:00
13
Notes
Live
Talk
Concert
5.6(Wed.)-5.8(Fri)
Quartetto Gelato in Korea
20:00-22:00
CBS
Cross Over
4) Indoor Performance Timetable (Specialized permanent hall)
Venue
Performance Title
Host
Notes
5.2(Sat.) Daytime
Coex Art Hall
Story of an Old Thief Children’s
song concert <Gureum Ppang)
Nine Story
performance: Gurum Ppang
Less privileged families to be
invited
SMTOWN
@CoexArtium
Musical “School OZ”
SM Entertainment
5) Outdoor Performance Timetable (East-side stadium, Beside Seoul Tourism Information
Center Container Box)
Time
11:00
12:00
4.30(Thurs.)
Opening ceremony
performance(C)
Fresh family(G)
5.1(Fri.)
5.2(Sat.)
5.3(Sun.)
Seoul road artists
Seoul road artists
Seoul road artists
Seoul Arts College(G)
Seoul road artists
Seoul road artists
14
13:00
Buyeo coolie rack
festival(C)
CPI CREW(G)
14:00
Seoul road artists (S)
Seoul road artists (S)
15:00
Befe
Befe
16:00
Seoul road artists (S)
Seoul road artists (S)
17:00
Seoul road artists (S)
Seoul road artists (S)
Music Service in
Performance Club
Seoul(G)
Challenge
Jazz Performance
Jazz Performance
18:00
19:00
Seoul road artists
Female performance
Tekken (G)
Seoul road artists
Seoul road artists
Shinhwa’s Eric Fan
Befe
Autograph Session
Daullim/DMC(G)
Performance Club
Challenge
Befe
Jazz Performance
Seoul road artists
Seoul road artists
Performance Club
Challenge
Jazz Performance
Ⅳ. APPENDIX
▌2015 C-FESTIVAL Organizing Committee Member List
Membership
No.
1
2
3
4
5
Name
Lim Byungsoo
Yeo Hwan-ju
Bae Sangnon
Kim Taejune
Kim Youngmin
Position
Unit
CEO, Grand Korea Leisure
Seven Luck Casino
CEO, Mega Box
Movie Theater
CEO, Seoul Ocean Aquarium
Aquarium
CEO, Our Home
Catering
CEO, SM Entertainment
Coex Atrium
15
6
7
8
Song Hongsup
Byun Bokyung
Lee Jongchul
CEO, Parnas Hotel
InterContinetal Hotel
President and CEO, COEX
Coex/ Committee Chairman
CEO, City Airport Logis & Travel Korea
City Airport
9
Lee Jae-chul Executive Vice Chairman, Korea Trade Association
10
Bae Jong-ho
11
12
13
Cho Yoonyoung
Kim Sung-june
Park Youngbae
Executive Director, Hyundai Department Store
KITA
Hyundai Department Store Korea
World Trade Center Chain
CEO, Han Moo Convention
Oakwood
Chairman, Hottel Lotte Lotte Duty Free Shop
Duty Free Shop
COEX Mall
Coex Mall
#
16
#
#