As Head of Tourism, he launched ‘West Coast Sunset Dining’ and ‘Chungnam Retro Romantic Train’

“Working hand in hand with Governor Kim Tae-heum to promote global tourism”

Presenting differentiated strategies to attract international tourists

Building a sustainable Chungnam model where culture and tourism flourish together

Lee Ki-jin, newly inaugurated as the 7th CEO of the Chungnam Culture & Tourism Foundation, is a seasoned journalist with 31 years of experience specializing in tourism, festivals, and food. Since 2023, he has served as Head of Tourism Business at the foundation, where he proved his operational capacity by developing signature products such as ‘West Coast Sunset Dining’ and the ‘Chungnam Retro Romantic Train.’

Notably, last year he personally participated in the “K-Tourism Roadshow in Hanoi” and witnessed firsthand the potential of Chungnam tourism in the Vietnamese market. “Governor Kim Tae-heum has made tourism a core provincial policy priority, and the foundation will work closely with the provincial government to move in step,” Lee emphasized. “The stage for Chungnam tourism is the world,” he added, underscoring his determination to attract international visitors and expand cultural exchange.

Korea Sky News sat down with Lee Ki-jin for an interview. The following are highlights of the conversation.

Q. Congratulations on your inauguration. What are your impressions and goals as the new CEO?

A. Chungnam is a treasure trove blessed with natural beauty, deep history, vibrant festivals, and rich culinary culture. Drawing on my long journalism career and hands-on experience as Head of Tourism, I want to lead efforts to bring Chungnam’s culture and tourism onto the global stage. I envision the foundation becoming both an organization that delivers tangible results to residents and a cultural tourism platform recognized internationally.

Q. How does your background as a journalist help in running the foundation?

A. Having covered tourism, festivals, and food for more than three decades, I witnessed how policies operate on the ground. I also engaged with diverse stakeholders, from local communities to policymakers, which gave me a balanced perspective. This experience is an invaluable asset in shaping and executing cultural and tourism initiatives effectively.

Q. You joined the K-Tourism Roadshow in Hanoi last year. What stood out the most?

A. At the B2B event held at the InterContinental Hanoi Landmark72, we introduced Chungnam’s tourism products, which attracted strong interest from local travel agencies, especially in our flagship events like the Boryeong Mud Festival, Geumsan Ginseng Festival, and Nonsan Strawberry Festival.

Meanwhile, at the B2C event in Vinhomes Ocean Park 2’s K-Town, we showcased Chungnam specialties such as ginseng, strawberries, and kimchi. Many visitors said, “Where is Chungnam? I want to go there.” Seeing Chungnam’s awareness rise so quickly on-site reinforced the importance of proactive overseas marketing.

Q. What significance does the Vietnamese and ASEAN market hold for Chungnam tourism?

A. Vietnam, with a population of 100 million, is a massive market, and its close proximity—just a six-hour flight from Chungnam—makes exchanges very feasible. Particularly among young people, the popularity of K-pop and Korean dramas has already created cultural familiarity. If we strategically package Chungnam’s diverse assets—coastlines, mountains, heritage, festivals, and food—I believe we can position Chungnam as “the hidden gem of Korean tourism” for ASEAN visitors.

Q. Governor Kim Tae-heum has also made tourism a provincial priority. How will you cooperate with him?

A. Governor Kim is strongly pushing tourism as a core agenda of Chungnam’s administration, focusing on leveraging the province’s abundant natural and cultural resources for global outreach. The foundation will align with this direction by strengthening execution on the ground—through product development, overseas marketing, and integrating cultural programs.

I intend to work closely with the Governor so Chungnam tourism can shine on the world stage. When the province and the foundation speak with one voice, the impact is multiplied. Together, we aim to establish a unique and differentiated tourism model for Chungnam.

Q. Could you outline your concrete strategies to attract overseas tourists?

A. First, we will expand joint products with local travel agencies. Beyond simple sightseeing, we will offer:

• Festival-based tourism (hands-on experiences at the Boryeong Mud Festival),

• Premium dining linked with the West Coast sunset,

• Rural and marine stay-type programs, and

• Workation packages with incentives for extended stays.

Second, we will strengthen fam tours and influencer marketing, inviting ASEAN travel agencies, media, and influencers to experience Chungnam firsthand and share their stories locally.

Third, we will diversify into other East Asian markets such as Japan, Taiwan, and Hong Kong, with targeted promotions, airline collaborations, and OTA partnerships to drive actual visitor arrivals.

Lastly, we aim to establish a return-visit system where foreign tourists who visit Chungnam once are encouraged to come back with family and friends, supported by seasonal and thematic content.

Q. What will be the key priorities of the foundation under your leadership?

A. There are three main priorities. First, supporting local artists to strengthen Chungnam’s cultural foundation. Second, developing Chungnam’s festivals and cultural heritage into world-class content. Third, reinforcing overseas marketing and networks to attract more international visitors. My ultimate goal is to create a virtuous cycle where culture and tourism grow together, enriching residents’ lives while driving the regional economy.

Q. Do you have a final message for residents and readers?

A. The Chungnam Culture & Tourism Foundation will remain an open institution that grows together with the people. We will work to ensure Chungnam’s culture and tourism gain recognition on the global stage, while making residents’ lives richer and more fulfilling. With your support and encouragement, we will make Chungnam a true hub of international tourism.

Profile | Lee Ki-jin, CEO of Chungnam Culture & Tourism Foundation

• Former Head of Tourism Business, Chungnam Culture & Tourism Foundation

• 31 years as a journalist specializing in tourism, festivals, and food

• Planned “West Coast Sunset Dining” and “Chungnam Retro Romantic Train” (2023)

• Participated in the “K-Tourism Roadshow in Hanoi” (2024, as Head of Tourism)

• Appointed as the 7th CEO of the Foundation on July 31, 2025