END

this last post concludes my report for the Korea Festival 2008: Korean Flavour Fiesta. 

total number of words: 3572

done by: Guo JingXuan Joanne Ashley

0703494E

T19

Part 5/5: Appendices

promotional pamphlet on the drama shooting site 

of famous Korean drama Da Chang Jin

a booklet focusing on the facts of Korea

a brochure given out during the fiesta which has all the details of all the events of the Korean Festival 2008

above is the lucky draw ticket that is attached to this brochure

fan given out by Asiana Airlines

mic test by the K-Pop contest participants

traditional korean drum performance

taekwondo demonstration

korean food booth

korean ice cream wafer (super delicious!)

my bowl of Bi-Bim-Bap!

video of the B-Boy Showdown by Last for One

Part 4/5: Conclusion

From the marketing aspect to the actual event, I would say that the organisers have done a good job on promoting the Korea Festival 2008 in Singapore.  I believe that through this festival, more people especially Singaporeans like myself, have come to understand and appreciate the Korean culture and traditions better through the many events and activities available during the festival period. Since there is so much to showcase on Korea’s traditions and cultures, I think that spanning the festival for 18 days with a variety of events to choose from is a good idea. Using this method, it can attract more people to attend its events and keep people reminded.

I would also say that their use of the different marketing mix was effective although there are rooms for improvements in several areas such as the programming of the Kim-Chi classes and the use of space by setting up more booths.

But overall, I enjoyed the whole atmosphere especially the friendly and warm Koreans who made the experience even more memorable. I would definitely visit the Korea Festival again if they do plan another one soon.

Part 3/5: Tourism Roles & Economic Value

-Animator

The factor animator means to encourage first and repeat visits. One good example of encouraging people to visit the fiesta again is the lucky draw I mentioned. The 2^nd day’s prize was more attractive than the 1^st day’s prize and hence there may be people who would visit the fiesta again to enter in the lucky draw. As for first visit to the fiesta, a good example would be the advertisements placed in various mediums such as Channel News Asia. People are aware of the event and would want to check it out. As for first visits to the other events that are also part of the festival, the organisers had set the first event, the Korean Flavour Fiesta that is, to be free admission so that people are informed of the upcoming events and would want to visit those too. It is all part of the way they promote the events and how they synchronised and organised it all.

-Catalyst

The Korean Flavour Fiesta was held at ViVo City Sky Park and was a whole day event. Since it was a free and easy event, people were walking in and out of the Sky Park and this helped stimulate businesses in ViVo City especially shops on Level 3 (same level as the Sky Park). Guests may also decide to enter Sentosa after the fiesta as the Sky train leading to Sentosa was just a few steps away from the fiesta. With the business stimulation, there will be more spending by visitors.

-Image Maker

With such festivals held in Singapore, it helps to further animate the island so that there are more places to visit and enjoy on weekends and free times along with friends and family. Also, with the different cultural events held in Singapore such as the Korea Festival 2008, it further enhances Singapore’s image of being a multi racial society and helps promote racial harmony amongst the different racial communities residing in Singapore.

-Tourist Attraction

The Korean Flavour Fiesta is counted as quite a small scaled event hence I doubt that it will attract any tourist to visit Singapore just for this fiesta. However, one possible event under the Korea Festival 2008 that may attract tourists into Singapore just for the event would be the Korean Pop Night. Korean fans of the singers and bands would visit Singapore just so to catch their favourite artist live performance. This would in turn bring in more tourists into Singapore and increase the number of dollars spent in Singapore.

-Place Marketing

With the success of the festival, people who visit Singapore for the event such as the Koreans themselves (who may be the staffs or part of the organising team) and other foreigners, will go back to their country and spread a good word about Singapore being an ideal place to hold such festivals and hence more positive images of Singapore is created. This may result in the long run, an increase in investors or visitors to Singapore and help improve quality of life here on the island. This factor will definitely help to increase the economic values of Singapore.

Part 2.8/5: Marketing Mix- Price

Price

As the Korea Festival 2008 is broken up into different events happening one after another, there is no one price for the whole festival. However, for the Korean Flavour Fiesta, the admission is free. This is without question a bonus for the guests since frankly speaking, no one can resist something that does not come with a price tag. It is also definitely a bonus for students like me, or even big families. Having able to attend a fiesta for free means being able to attend the event with friends or with the whole family without having to worry about budgets. It was certainly a wise move by the organisers to make the first event of the Korea Festival 2008, the Korean Flavour Fiesta that is, a free admission one so as to attract more people to get to know that there is such a festival happening in Singapore and perhaps attract them to the other events held as part of the Korea Festival 2008.

However, theory wise, price does not only come in the form of a price tag. Even for events such as the Korean Flavour Fiesta which is non ticketed and is free admission, every event still comes with a price. The price in this case would refer to time spent at the event, travel cost and lost opportunities. The duration of the fiesta is from 12.30pm to 8pm. It is a rather long event but the organisers have inserted many interesting performances and activities so as to keep guests occupied. Therefore the price here would be in terms of the time spent at the fiesta. As for myself, I was at the fiesta from 1.30pm till 6pm. That is 4 ½ hours spent in the fiesta! Time passed by quickly as I watched the many performances and walked around visiting each booth.

In terms of travel time, it may not so much apply to Singapore’s context as it is relatively easy to travel everywhere in Singapore and does not take much time. The only thing is that ViVo City is still relatively out of the central area hence people who live in the opposite side of ViVo City may take quite some time to travel there.

As for lost opportunities, an example would be that I spent my time at the fiesta rather than shopping in ViVo City or hanging out in Sentosa which were both a stone’s throw away. Hence, I would think that the fiesta managed to capture people’s attention and attracted them to stay around the fiesta area rather that to spend their time and money at other places. 

Part 2.7/5: Marketing Mix- Packaging & Distribution

Packaging and Distribution

According to my knowledge and research, the Korea Festival 2008 is not under any package such as tour packages or event packages. Each event is individually priced and there is no combination of events offered for sale at a single price.

However, in the case of value adding the festival especially for the fiesta, which I attended, there were lucky draws, which were open to the public without any purchase required. I felt that they planned the lucky draw feature in a very smart way without compromising on anything. What the organisers did was to attach the lucky draw form to a brochure easily collectable at a booth by the stage and guests who are interested will fill in the form and drop it into a collection box. The lucky draw requires no purchases hence anyone can fill in the form. This is a technique used to attract people to collect the form as no one would pass on a chance to win something without having to buy anything. The smart thing about this form is that, it is attached to a brochure with the details of the whole festival, which will then inform people about the other events and attract them to go. The organisers then planned for the lucky draw to be held during the K-Pop concert and the winner must be present when name is drawn to claim the prize. This approach will make people who want to win the prize to stay back till the K-Pop concert and this is a method used to retain guests till the fiesta is over. The organisers also arranged it so, that the 2^nd November’s lucky draw prize is two business class tickets to Korea on Asiana Airlines, whereas the 1^st  November’s lucky draw prize is St. James 21-piece china collection. From my point of view, more guests would definitely want to try their hand at winning the second day’s prize as compared to the first day’s. Hence this method will attract guests to visit the fiesta once again on the second day if they are really keen.

Part 2.6/5: Marketing Mix- Promotion

Promotion

banner stands around Vivo City

audition SEA website

note the Korea Festival 2008 advertising banner in the middle

In efforts of promoting the Korea Festival 2008, the organisers made use of different mediums to promote and advertise the festival. Such mediums include television advertisements, radio broadcasts, banners and the internet. The Korea Festival 2008 was advertised on Channel News Asia which has broadcasts on TV Mobile which was where I first heard of the Korea Festival while on my way to school on the bus. The organisers also placed banner stands advertising the fiesta in ViVo City. The event was also advertised on the radio, on stations such as Cool K Time MediaCorp 96.3FM and Y.E.S. FM93.3. As for the Internet, there is an official website for the Korea Festival 2008 (see under Links or click HERE!) and many more other unofficial advertisements promoting the Korea Festival 2008 and Korean Flavour Fiesta such as TIME OUT Singapore, Rain-Union(a fan site for the famous Korean star, Rain) and also AuditionSEA(a game that I play occasionally, which is created in Korea). This website had an article posted about the Korea Festival 2 on the Korea Festival 2008 and even launched AuditionSEA Korean Festival Fringe Game for the period of 1^st to 18^th November which was the duration of the Korea Festival 2008. Singapore Tourism Board had also added the festival into their calendar of events to visit in the month of November.

I think the areas that the organisers choose to advertise the festival on, are relatively related to the objectives of the festival. I think that advertising on Channel News Asia was a good idea, as many people watch the channel for news and it is always broadcasted in the mornings on buses and trains via TV Mobile.

Part 2.5/5: Marketing Mix- Partnerships

Partnerships

participants of the K-Pop contest could stand a chance to win Samsung products or a Kia car

For this fiesta, it is promoted as part of the Korea Festival 2008 using the joint marketing strategy. Although the Korean Flavour Fiesta is an event on its own, however, in brochures that I collected during the fiesta, it was marketed not on its own but as a whole together with the other following events that will take place after the fiesta during the Korea Festival 2008 period. The main partnership of this event would definitely be the Embassy of the Republic of Korea and Singapore with sponsors such as Samsung, Far East Organisation, Kia Motors, Asiana Airlines, Korea Tourism Organisation, Innoform Media and Korean Agro-Fisheries Trade Corporation.

For example, Samsung, being the leading and largest South Korean company, participated as a sponsor of prizes for the K-Pop concert. They also set up a booth selling Samsung products such as phones, during the fiesta. With them being a South Korean Company, it is ideal for them to be participating as one of the main sponsors of the Korea Festival 2008 and the Korean Flavour Fiesta. With their participation and sponsors, more people are aware of them and they are able to promote themselves during the festival. A partnership that was not mentioned on the official website would be Singapore Tourism Board which added the Korea Festival 2008 into its Calendar of Events to visit in the month of November.

As for non-sponsorship participation, an example would be the Singapore Taekwondo Federation. Members of the federation were invited to perform and showcase their taekwondo skills during the fiesta.

Part 2.4/5: Marketing Mix- People

People

It is known that the people play an essential part in making an event successful. As for the Korean Flavour Fiesta, the people behind the success would be the organisers of course and the staffs that were present on that day. Staffs include the chefs in charge of the “Big Bowl of Bi-Bim-Bap”, the local Korean community helping out, the hosts, the people mending the different booths such as the Korean Food Products booth, the airline agents, the teachers of Kim-Chi making class, the performers and many more. These staffs were definitely part of the experience and product of the fiesta and can be known as the “cast” of the fiesta. All of the staffs and people part of the fiesta were cheerful and accommodating. I believe especially the local Korean communities were more than happy to share with the non-Koreans more about their tradition and culture. There were even mascots walking around for people to take photos with, women and children dressed in traditional han-boks. There were four particular Korean girls clad in their colourful han-boks who became the centre of attention at one point of time, and guests (including me) could not resist taking photos of them. The four girls were giggling at all the attention they were receiving and this is a very good example of how the staffs and the Korean community helped to liven up the fiesta. There was certainly much interaction between the guests and the staffs, which helped to enliven the whole atmosphere.

The people who visited the fiesta, that is, the guests, were all also very upbeat and eager to check out more about Korea. With the high spirits of the staffs and the guests, the Korean Flavour Fiesta was definitely buzzing with enthusiasm and the atmosphere filled with exhilaration! 

Part 2.3/5: Marketing Mix- Programming

Programming

VIPs getting ready to mix the "Big Bowl of Bi-Bim-Bap"

photo taken from here

B-Boy Showdown by Last for One

photo taken from here

Fusion Drum Performance by DoDo

photo taken from here

Kim-Chi making class ingredients (provided)

fun photo corner

han-bok trying booth and the backdrop of a korean palace where a staff would help you take and develop your photo. For Free! (:

taekwondo demonstration by Singapore Taekwondo Federation

han-boks and hair pieces for anyone to try on!

han-bok trying booth

korean chefs scooping Bi-Bim-Bap for guests! it was a really HUGE BOWL

There was indeed a harmonious mix of exciting performances both traditional and modern that catered to all ages. The traditional performances included are the Fusion Drum performance, which is a showcase of the traditional Korean drums; a Taekwondo Demonstration, a Korean martial art with over 2,000 years of history and not forgetting the Sa-Mool-No-Ri also known as the traditional ensemble of 4 musical instruments namely the drum, double-headed drum, gong and small gong. As for the modern performances that may appeal to the younger generation more would be the B-Boy performance by the winner of 2007 World UK B-Boy Championship and also of course the K-Pop contest. Other than performances, there were also other activities programmed aimed to involve the guests. Guests could join in the free Kim-Chi making class, taste all kinds of Korean food and even try on traditional Korean Han-Bok and take photos against Korean backdrops which were printed out free for guests to keep as a memorabilia. One extra programme held on the first day would be the opening ceremony which was hosted by well-known Channel News Asia’s Suzanne Jung. The opening ceremony began with some welcome greetings and performances followed by the symbolic mixing of a “Big Bowl of Bi-Bim-Bap” to represent the amicable ties between Singapore and Korea. The big bowl of Bi-Bim-Bap was really huge and they were really generous with the helpings and I was lucky to get a bowl and taste the delicious Bi-Bim-Bap!

Since the programmes planned could cater to every one of all ages, it was without a doubt that it served as an advantage to the fiesta. The programmes contributed in showcasing the vibrancy of Korea and added life to the whole fiesta. And I am sure that through this fiesta, many more people became more interested in the culture and culinary aspects of Korea. I personally enjoyed the B-Boy performance, which was exhilarating to the maximum. I have heard of them before and I never thought that I would actually get to meet them up close and see them dance live! Unfortunately, I was unable to catch the K-Pop competition but I did see some of the acts practicing during their mic-test. After hearing snips of their songs, I must say, there are really many talented singers in Singapore!

As for suggestions for improvement in terms of programming, I would like to suggest that they have more class time-slots for the Kim-Chi making class. As there were only 4 time slots available with a limited number of 10 participants per time slot, it is simply to little! I was looking forward to signing up for one of the class and have a hands on experience, however, I was too late in signing up. Perhaps, they could have more teachers teaching or more time slots so that more people can sign up. Otherwise, they could also add more classes teaching how to make other Korean traditional food such as Korean salads or Kim-Chi pancakes.

Part 2.2/5: Marketing Mix- Place

Place

as you can see from the photo above, the tents used for the booths were ordinary white tents

layout of the fiesta on the Sky Park

The Korean Flavour Fiesta was held in VivoCity’s Sky Park, which is on the 3^rd level. VivoCity’s Sky Park is an open-air area consisting of features such as a view of Sentosa and Harbourfront, a water feature, an amphitheatre, dining areas and plenty of space for people to enjoy. The rooftop amphitheatre consists of a spacious seating area, which was useful for the fiesta to set up a stage in front of the amphitheatre and allow people to watch the exciting events planned. The Sky Park had ample space to hold many people and the booths were well spread out.  Seeing as to how VivoCity is named the biggest mall in Singapore and is still relatively new in Singapore, this serves as an advantage for the event because then there will be many people who will visit the fiesta even though they were only informed of such an event when they arrived in VivoCity. The target market of this fiesta I believe would be the general mass consisting of children, adults and senior citizens. This is directly in line with the type of people who would visit VivoCity, hence holding the first event to kick start the festival in VivoCity is indeed very much advantageous for the event. What more, as VivoCity is held near to Sentosa, tourists visiting Sentosa may even drop by the fiesta! This can be further assured of, as I was personally part of the big crowd of people visiting the fiesta.

However, as a major part of this marketing mix is ambience and how it can be created through design, I feel that the fiesta could have been more well accessorised to give a richer Korean atmosphere. Such an example would be the design of the booths and the amphitheatre. What was being used were the normal white tents without any further decorations. I feel that more Korean decorations such as traditional fans or masks or just adding more cultural colours could be added to enhance and bring out the feel of Korea so as to entice more people to visit Korea!

Also, more booths could be set up, so as to use up the vast spaces that were left empty. 

Part 2.1/5: Marketing Mix- Product

Product

The product in this case would definitely be the entertaining atmosphere, resulting from the enthusiasm from the people involved in the fiesta, the different performances and the different booths showcasing or selling Korean food, products, travel packages. As the meaning of “fiesta” is ‘an event marked by festivities and celebrations’, the Korean Flavour Fiesta had brought out the idea of celebrating the traditions and cultures of Korea by showing people what they are best known for. In Korean Flavour Fiesta, they are not committed to a single product concept. They combined several different concepts and ideas of showcasing Korea into one fiesta and the product comes from the result of what these different showcasing concepts can offer.