APEC 2025 Bleisure: The Convergence of Business and Leisure
KOTRA operates a Bleisure (Business + Leisure) program inviting overseas buyers to Korea to coincide with APEC 2025 in Gyeongju. By combining export consultation participation with Korean culture and tourism experiences, it is a next-generation export marketing program that strengthens buyer relationship-building and enhances positive perceptions of Korean products. Since its pilot launch in 2022, participant numbers and contract volume have grown 20–25% annually, and the 5-day program structure records a contract conversion rate 1.75 times higher than short-term consultation events.
500+ buyers from 21 APEC member nations are invited, with 15–20 pre-verified genuine buyers from Bangladesh participating through the Dhaka Trade Office. The follow-up contract rate of 35%+ is 1.75 times higher than conventional 1–2 day events, with a target of $500M+ in contracts within 6 months.
Program Structure: 5-Day Schedule in Detail
The Bleisure program is structured as a 5-day schedule: 3 business days plus 2 leisure days. The business days include export consultation events, factory visits, and technical seminars; the leisure days include Korean cultural experiences, tourism, and networking dinners. Five days of intensive engagement builds deep trust relationships that short-term consultations cannot achieve.
Buyer Invitation Criteria and Regional Composition
Invited buyers are genuine buyers pre-verified by each country's trade office. Through the KOTRA Navi AI system and local trade office verification, only buyers with genuine purchase intent for Korean products are selected. For Bangladesh, buyers in the RMG, IT, and machinery sectors directly recommended by the trade office specialist are given invitation priority.
| Region | Buyers | Key Industries | Key Countries | Expected Contracts |
|---|---|---|---|---|
| Southeast Asia | 150 | Electronics and IT, machinery, food | Vietnam, Thailand, Indonesia | $150M+ |
| Northeast Asia | 80 | Parts and materials, chemicals, IT | Japan, China, Taiwan | $100M+ |
| Americas | 100 | Auto parts, IT, medical devices | USA, Canada, Mexico | $120M+ |
| Oceania | 50 | Food, cosmetics, home appliances | Australia, New Zealand | $30M+ |
| South Asia | 70 | Textiles, machinery, IT | India, Bangladesh, Pakistan | $50M+ |
| Other APEC | 50 | Varied | Russia, Chile, Peru, etc. | $50M+ |
Historical Bleisure Program Performance Analysis
| Year | Invited Buyers | Consultations | Contracts | Contract Value | Contract Rate |
|---|---|---|---|---|---|
| 2022 Buyer Invitation | 280 | 850 | 128 | $280M | 23% |
| 2023 Bleisure Pilot | 350 | 1,050 | 168 | $380M | 29% |
| 2024 Bleisure Expansion | 420 | 1,260 | 189 | $450M | 32% |
| 2025 APEC Target | 500+ | 1,500+ | 210+ | $500M+ | 35%+ |
Bangladesh Buyer Participation Opportunities
15–20 buyers from Bangladesh are invited to the Bleisure program. Genuine buyers in the RMG, IT, and machinery and equipment sectors pre-selected by the Dhaka Trade Office conduct 1:1 consultations with Korean firms and participate in factory visits and cultural programs. Opportunities for Bangladeshi buyers to visit Korea directly are extremely rare each year, making this program especially high-value.