Korea Pavilion at VegTO Fest 2024
Encounter Real Korea & Beyond
Client
Korea Tourism Organization Canada
Project Involvement
Mar 2024 – Jul 2024
Event Date
September 21–22, 2024
Location
Nathan Phillips Square, Toronto
Overview
Contributed to the pitch proposal and pre-production planning for Korea Tourism Organization Canada’s Korea Pavilion at VegTO Fest 2024, a two-day public activation in Toronto.
The project was designed to promote Korean tourism and culture through vegan food, K-beauty, K-pop, travel promotions, and hands-on cultural experiences. It also created sponsorship and vendor opportunities for Korean brands and Toronto-based Korean food businesses.
My work focused on shaping the pavilion concept, developing program ideas, building sponsorship and vendor proposals, supporting marketing strategy, and organizing early planning documents for execution.
Project Goal
The goal was to strengthen Korea’s image as a culturally rich, vegan-friendly, and experience-driven travel destination.
The pavilion aimed to introduce Korean tourism and culture to Toronto audiences while increasing local engagement through offline experiences, social sharing, travel promotions, and sponsor activations.
Official Event Visual
My Role
Contributed to the pitch proposal that helped secure the Korea Tourism Organization Canada event project
Developed the proposal structure, including the pavilion concept, visitor experience flow, booth zones, program ideas, sponsorship benefits, and execution plan
Divided the Korea Pavilion into visitor experience zones, including Travel Korea, Enjoy Korea, Taste Korea, Experience Korea, and Green Zone activities
Planned program ideas such as stamp tours, tourism information booths, K-pop photo opportunities, Squid Game-themed photo zones, hanbok experience (traditional Korean clothing), K-beauty experience, K-pop star makeup experience, traditional games, vegan Korean food vendors, kimchi and bibimbap classes, K-pop dance lessons, and Taekwondo lessons
Created tailored sponsorship proposals for Korean food, beauty, and lifestyle brands, including LG H&H, Laneige, Innisfree, Pulmuone, CJ, Bonjuk, and IMPRINTU as a sponsor activation
Conducted selective vendor outreach for Toronto local Korean vegan-friendly food partners, including Bonjuk, Luna Bakery, and Comma
Sent 10+ sponsorship proposals and 20+ vendor proposals through email, direct outreach, and in-person visits to local businesses and festival vendors
Supported marketing strategy by connecting offline event participation with Instagram engagement, contest participation, travel promotions, sponsor visibility, and post-event content opportunities
Built planning timelines for sponsorship outreach, vendor confirmation, material preparation, banner production, delivery lead time, and on-site preparation
Participated in client meetings with Korea Tourism Organization Canada and supported communication across sponsors, vendors, and internal stakeholders
Implementation & Budget Proposal
Sponsor Exposure Plan
Pre-production Timeline
