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Hong Kong Arts Administrators Association (HKAAA) invite application from arts managers, administrators, and practitioners with a minimum of two years of experience to join our delegation in March 2026, embarking on an enriching journey to Seoul, Korea — a vibrant center of cultural innovation and industrialisation.
Programme Dates: 25–30 Mar 2026 (6 days)
Destinations: Seoul and Jeonju
Application Opens: 9 Jan 2026 (Fri)
Application Closes: 12 Feb 2026 (Thu)
Pre-Tour Briefing Session: 17 Mar 2026 (Tue) [TBC]
Why Korea?
Building on HKAAA’s successful international exchanges, Korea was selected for its global arts leadership, strategic branding, and hybrid models merging corporate patronage with artistic excellence. Delegates will decode Korea’s success in:
Cultural IP & Digital Marketing
Tourism-Content Integration
Corporate-Arts Collaborations
Programme Aims
Learn from Korea’s Industrialisation Model: Case studies in branding, audience cultivation, and commercial partnerships.
Forge Institutional Ties: Network with Korean leaders for future collaborations.
Equip Hong Kong’s Sector: Adapt actionable strategies for local contexts.
Unique HKAAA Value
Behind-the-Scenes Access: Curated meetings with experts, not just venue tours.
Trend-Driven Itinerary: Focus on digital innovation and hybrid programming.
Post-Trip Impact: Structured knowledge sharing to amplify long-term benefits.
Itinerary Highlights
Musical “Maybe Happy Ending”
Experience the Tony Award-winning Korean original musical that captivated audiences with 112 sold-out performances. Engage in an exclusive discussion with the creative team behind its highly anticipated Broadway debut.
Seongsu‑dong S‑Factory
Explore a successful case study of how Seoul’s industrial heritage merges with cutting-edge digital marketing. Meet the founders to uncover innovative strategies reshaping urban culture and commerce.
LG Arts Centre
Go behind the scenes with venue tours and roundtable discussions featuring industry experts. Gain insights into the global tour of The Cherry Orchard and marketing strategies that elevate Seoul’s performing arts scene.
Exclusive Networking Dinner
Connect with 50+ cultural professionals—from artists to executives—in an intimate setting designed to expand your network and spark collaborations.
Sejong Center for the Performing Arts
Visit Seoul's largest public performing arts institution. This session covers its operation model with interactive discussions on its role in the city's arts ecosystem.
Seoul Foundation for Arts and Culture
Participate in a special lecture, observe rehearsals, and learn about Seoul's public arts policy and ecosystem. This offers insights into local arts strategies and behind-the-scenes production processes.
Little Angels Performing Arts Company
Exchange session focused on Korean traditional dance and its global touring model. Learn about the troupe's history, performance techniques, and strategies for international outreach through interactive discussions.
National Museum of Korea
Visit the exhibition and theater facilities while exploring the world's most popular, frequently sold-out museum merchandise. Discover how unique retail strategies drive high demand for cultural souvenirs and branded items.
Who Should Apply?
We are looking for applicants who meet the following Assessment Criteria:
Preference will be given to candidates endorsed by established arts organisations.
We specifically encourage emerging arts leaders, as well as intermediate to senior-level arts managers, to apply—ensuring a rich diversity of perspectives.
The applicant’s commitment and aspiration within the arts and cultural sector will be highly regarded.
A proven interest in learning about arts marketing is essential for those wishing to enhance their skills in this vital area.
Application Materials
Cover letter (maximum one page)
Resume
Letter of recommendation (from a senior supervisor, professor or respected arts practitioner)
Number of Delegates
Approximately 24 delegates will be selected to ensure an intimate and impactful experience, fostering meaningful interactions among participants.
Tour Fee and Subsidy
Cost After Subsidy: Only HK$7,200 for this 6-day tour!
Original Tour Fee: HK$12,000 (covers):
○ Round-trip airfare (Hong Kong ⇆ Seoul)
○ Five-night hotel accommodation
(Note: shared room; upgrade available for an additional fee)
○ Airport transfers
○ Official Networking Dinner
○ Entry and travel to performing venue of “Maybe Happy Ending” at Jeonju
Subsidy: A reimbursement of 40% (HK$4,800) will be provided upon:
○ Completing 90% of the programme itinerary
○ Submitting post-trip reflections (a minimum of one page) and a survey provided by 13 April 2026
Tour Style Note:
This programme encourages independence—delegates should expect minimal handholding while enjoying numerous opportunities for self-directed exploration and professional networking.
Enquiries
Tel.: 2877 7268
Email: info@hkaaa.org.hk