The Jaseng Medi Bio Center, a cutting-edge Korean medicine integrated processing facility, is poised to become a new cornerstone of the MICE (Meetings, Incentives, Conventions, and Exhibitions) industry in Seongnam City, Gyeonggi Province. Leveraging its unique Korean medicine content, the center aims to invigorate the region’s business event sector.
Jaseng Medi Bio Center Designated as a ‘Unique Venue’
Jaseng Hospital (led by Director Lee Jin-ho) announced that the Jaseng Medi Bio Center was recently selected as a recipient for Gyeonggi Province and Seongnam City’s ‘2026 Unique Venue’ development and vitalization project. This designation signifies the center’s potential to contribute significantly to the growth of specialized business events.
To bolster the competitive edge of this initiative, a workshop was held on the 9th, attended by approximately 20 key personnel from selected ‘Unique Venue’ businesses, alongside representatives from Seongnam City and the Jaseng Medi Bio Center. The term ‘Unique Venue’ combines ‘unique,’ meaning distinctive, with ‘venue,’ referring to a location. It describes spaces that can host MICE events by capitalizing on local characteristics, even if they are not traditional convention centers or hotels.
Last year, Seongnam City initially selected 14 locations, including Daegwangsa Temple, as Unique Venues. This year, the city expanded the program to 17 locations through a new application process, aiming to strengthen the competitiveness of these sites. Among these, five locations with high growth potential were chosen for in-depth consulting, with the Jaseng Medi Bio Center being one of them.
Leveraging Korean Medicine Expertise for MICE Events
Officials from the Jaseng Medi Bio Center explained that their facility received high marks for its competitive edge in hosting international events, primarily due to its specialization in the medical and bio sectors, coupled with the distinctiveness of Korean medicine. The center operates as a comprehensive Korean medicine processing facility, systematically managing the entire process from the production of Korean medicinal herbs to the compounding and distribution of herbal medicines and prescriptions.
Spanning approximately 7,000 pyeong (around 23,140 square meters) across one basement level and four above-ground floors, the center is more than just a processing plant. It also houses the ‘JS Museum,’ which offers visitors an experience of Jaseng Hospital’s history and diverse exhibits on Korean medicine, including media art.
Visitors to the JS Museum can receive explanations from docents and tour the Korean medicinal herb production facilities and the compounding centers for herbal medicines and prescriptions. This unique combination of healthcare, history, and interactive exhibits provides a compelling draw for potential event organizers.
Workshop Focuses on Strategic Development and Collaboration
The workshop held on the 9th covered several key areas for strategic development. Discussions included:
- Methods for maximizing the utilization of the Jaseng Medi Bio Center.
- Strategies for enhancing the competitiveness of each venue and improvement plans.
- Tactics for attracting and marketing events.
- Plans for establishing cooperative networks and joint marketing initiatives.
Attendees also toured the JS Museum and other key facilities within the center. This exploration aimed to identify directions for developing event programs that integrate conferences, field trips, and hands-on experiences.
Future Vision: Integrating Culture and MICE
The Jaseng Medi Bio Center plans to continue its efforts by linking experiential cultural spaces and content with corporate and institutional events. Furthermore, it aims to serve as a platform for promoting Korean medicine by offering services such as complimentary use of meeting facilities. This approach seeks to elevate the profile and understanding of traditional Korean medicine within a modern business context.
The center is committed to expanding collaborations with Seongnam City and other regional Unique Venues. This broader network is expected to broaden the base for attracting events and contribute to the overall vitalization of the regional MICE industry. By working together, these unique venues can create a more robust and attractive business event ecosystem.
A Commitment to Sharing Korean Medicine’s Value
Lee Jin-ho, Director of Jaseng Hospital, expressed his vision for the center: “The Jaseng Medi Bio Center has strived to be an open space that shares the value of Korean medicine with citizens, going beyond its role as a mere integrated processing facility.” He added, “Taking this designation as a Unique Venue and the recent workshop as a catalyst, we will actively cooperate with the local community to establish Korean medicine as a distinctive content offering within the regional MICE industry.”
This strategic initiative underscores a commitment to not only advancing the MICE sector but also to promoting cultural heritage and specialized medical knowledge through innovative event planning and venue utilization.
