[News] VM Consulting Delivers COEX Competitiveness Strategy Project

VM Consulting announced that it has completed the project titled “Strategies to Strengthen COEX’s Competitiveness in Response to Changes in the Seoul Metropolitan Exhibition Landscape,” commissioned by the Korea International Trade Association (KITA), following a three-month implementation period.

The project was initiated to examine how COEX should position itself and define its future direction amid the continued expansion of exhibition and convention infrastructure in the Seoul metropolitan area. Against the backdrop of intensifying competition among venues and potential structural shifts in exhibition demand, the study aimed to explore strategic response directions to enhance COEX’s mid- to long-term competitiveness.

Over the three-month project period, VM Consulting reviewed COEX’s competitiveness strategy from a comprehensive perspective, ensuring that considerations related to both its role as an exhibition venue operator and as an exhibition business entity were reflected in the strategic framework. Through this approach, the project helped articulate COEX’s future strategic direction in a more structured, multidimensional manner.

The project was carried out in collaboration with ICEM, the exhibition and convention research institute affiliated with Hallym University, combining academic analysis with VM Consulting’s practical experience in exhibition and venue strategy consulting.

David Lee, CEO of VM Consulting, commented, “The exhibition environment in the Seoul metropolitan area is shifting from facility-centered competition to competition based on functions and roles. This project served as an important opportunity for COEX to review and organize its mid- to long-term strategic direction in response to these changes.”

VM Consulting stated that it will continue to provide competitiveness analysis and strategic consulting services for exhibition and convention centers, exhibition organizers, and public and private institutions, supporting the industry’s response to ongoing structural changes.

(C)VM Consulting