The search for the millennium light and millennium window of the Silla Dynasty, Gyeongju, an ancient capital with a thousand year history, is now going on at the Gyeongju World Culture Expo 2007, which is scheduled from September 7 to October 26. It is ten years since the Gyeongju World Culture Expo authority began a cultural exposition for the first time in the world.
During this period, this Culture Expo has been held four times. This year, while combining the traditional culture and up-to-the-minute technologies, it has attempted to harmonize our own culture with the global culture. To take a look at this event, the Korea IT Times had an interview with Gyeongbuk Governor Kim Kwan-yong, who is concurrently the chairman of the Organizing Committee for the Gyeongju World Culture Expo 2007. Governor Kim explained details relative to the cultural event including the characteristics of this culture expo, convenient facilities for visitors, and his expectations and future plans.
First of all, this culture expo 2007 has put much emphasis on space. The gigantic Gyeongju Tower and the artistic Expo Culture Center are really great sights; the WangGyeong Forest reproduces the legendary forest of the Silla Dynasty; various kinds of amenities including beautiful parks just like a garden and greatly expanded convenient facilities are all emphasized. Many efforts have been made to provide more amenities for visitors.
We took a look at the Gyeongju Tower Multi Media Show which is performed during the nighttime. This show is performed on the gigantic screen of Gyeongju Tower which is 82-meters tall, providing colorful programs consisting of film images, lighting, laser beams, fireworks and sound. This show is the highlight of the Culture Expo 2007, brightening the cultural festival of the ancient capital with a thousand year history. To enjoy the show, the business hours have been extended to 8pm.
Another program that catches people's attention is Mud Warrior, Cha-Cha, a full 3- demensional stereo animation with a modern touch that everyone can enjoy. This 3 D film story is based on an old tale from the Silla Dynasty. It is said that a top-notch production team has participated in this film, making it a world-class artistic work in terms from story composition and technical aspects. The authorities concerned have a high expectation that this film will be able to be exported to foreign countries.
They think that Mud Warrior, Cha-Cha is an ambitious work capable of attracting people's attention.
The Culture Expo 2007 is grouped into four sectors: film and light shows, participatory events, performances, and exhibitions. These four sectors are composed of 30 programs. In addition to these, visitors can enjoy and experience a variety of global cultures: the World Performing Arts Festival, where we can see the typical traditional performances of 16 countries including Turkey, Poland, China, and Japan; the World B-boy Festival presented by a world-famous B-boy team, a Baeg Nam-jun Special filled with 100 artistic works of the late video artist Baeg Nam-jun; and the Character Fantasy World composed of famous and popular characters from all over the world.
More efforts made to provide the amenities
In fact, in many cases the amenities for the visitors have been neglected in the past. Because of a lack of natural shade, many spectators sometimes have to suffer in the heat of the day, and also a poor air-conditioning system caused a lot of discomfort for visitors.
This year, however, much improvement has been noticed. The Culture Expo 2007 has paid attention to everything, even the weather. In the past, the Culture Expo was held in August, the hottest season of the year, but this year it starts in September, which provides a congenial climate with an average temperature of 22 degrees Celsius. Furthermore, 40,000 trees and flowers have been planted in the event areas so that festivals can be held in the green park and forest instead of a dull plaza. A huge parking lot that can accommodate 10,000 cars has been built, and many kinds of restaurants serving local food at a reasonable price have been set up in an effort to meet numerous visitors' tastes. The Culture Expo 2007 authority is expecting, on the average, about 30,000 visitors per day, totaling 1.5 million during the whole event period. In the past four events, a total of 6.9 million people visited the venue.
According to the research institute, the economic effects of Gyeongju World Culture Expo held in the past events have been analyzed. As a result, each event has brought income and production stimulation effects of about 400 billion Korean won (US$430 million) and created about 20,000 jobs.
Promote tourism as a comprehensive marketing industry
As the well known futurist Jeremy Rifkin predicted, the 21st century is an era of putting more emphasis on selling cultural experiences, rather than selling goods. That is to say, instead of industrial production, cultural production is coming to the forefront. It is safe to say that tourism is a comprehensive marketing industry, which not only publicizes all sorts of goods but also makes contributions to selling them. In 2007, Gyeongbuk Province is pushing ahead with the promotion of culture and tourism. Through the Visit Gyeongbuk-Korea 2007 and the Gyeongju World Culture Expo 2007, the authorities concerned are making an important turning point for tourism in Gyeongbuk Province. Capitalizing on the Culture Expo 2007, it is trying to introduce the traditional cultural heritage to the world, strengthening its culture and tourism industry, and consequently enhancing the national brand value of Korea.
In the 21st century, the competitiveness of a city hangs on its city brand. Because of this, many cities all over the world are intensively developing a traditional festivals or expositions by taking advantage of their strengths and environment.
The Edinburgh Festival of the United Kingdom and the Rio Carnival in Brazil are good examples. These festivals have now developed into a powerful city brand, leading to national brands.
Revealing the future plans, Governor Kim stressed that the provincial government will develop the Gyeongju World Culture Expo into a national brand in Korea. Last year the Angkor-Gyeongju World Culture Expo was held in Angkor Wat, Cambodia. The provincial authorities have the idea that the Culture Olympics need to be held on a regular basis in historical cities in the world. They also have a plan that the Gyeongju World Culture Expo will be held once every two years. Governor Kim said that starting next year the garden used for the Culture Expo 2007 would be opened all year round and used as a cultural experience place.
The infrastructure for the garden will be expanded on an ongoing basis, providing a place for cultural exchange among global citizens, and eventually making it into a worldfamous sight-seeing destination.
