AdAsia 2023 Seoul concluded on October 27th with a spectacular closing ceremony held at COEX in Samsung-dong, Seoul. The event, organized by the Asian Federation of Advertising Associations (AFAA) and hosted by the Korea Advertising Association, garnered support from the Ministry of Culture, Sports, and Tourism, the Ministry of Public Administration and Security, and the Seoul Metropolitan Government.
Running for four days, from the pre-event on October 24th, the official opening on October 25th, to the closing ceremony on October 27th, AdAsia 2023 Seoul set a historic record with its massive scale, hosting over 2,600 participants from 27 countries.
The organizing committee of AdAsia 2023 Seoul has announced that this event achieved several significant milestones. It marked the 34th edition of AdAsia and, in terms of scale, stood as the largest in its 65-year history.
With 2,600 participants, including 540 international delegates, the conference covered six thematic sessions: Reimagining the Advertising Industry, The Future of Creativity, Media Transformations, Competitive Edge of K-Advertising, AdTech, and Digital Out-of-Home (DOOH). The event comprised a total of 70 sessions, including trend discussions, digital and ad tech insights, case studies of successful advertising campaigns, and an international academic conference with participation from six advertising-related academic societies. These sessions filled the event with lively discussions and knowledge sharing.
One of the focal points of AdAsia 2023 Seoul was the discussion on redefining the advertising industry. In the digital era, advertising is evolving, necessitating a redefinition to capture the nuances of new advertising formats. The conference played a crucial role in establishing a new definition of advertising in the ever-changing global advertising landscape.
In terms of the quality of speakers and discussions, the event featured prominent leaders from global top-tier companies, including Google, Meta, Samsung Electronics, Hyundai Motor Company, and Cheil Worldwide. These industry leaders shared insights into branding and mega-trends in the media landscape. Particularly noteworthy was the discussion on advertising and marketing in the era of generative artificial intelligence, where global corporations provided valuable perspectives and strategies.
The conference also delved into the creative aspect of the advertising industry. Keynote speakers like Steven Moy, CEO of Barbarian Group, and Wesley ter Haar, co-founder of MediaMonks, explored how creativity can thrive in the age of artificial intelligence. Notably, D&AD CEO Jo Jackson and Kevin Swanepoel, CEO of The One Club, conducted workshops on next-generation creativity and creativity in advertising, leaving attendees inspired.
A significant highlight of the event was its focus on K-Culture. Led by industry pioneers like Starship Entertainment’s CEO Hoon H. Lee, renowned director Seung Hwan Song, who supervised the PyeongChang Winter Olympics and created the NANTA show, and representatives from Coca-Cola and McDonald’s, the discussions highlighted the growing interest in global marketing strategies utilizing K-Content.
For the first time, AdAsia 2023 Seoul hosted a Business Showcase exhibition, featuring 30 advertising and ad-tech-related companies with 50 booths. This created a platform for practical business consultations and networking among nations.
Moreover, AdAsia 2023 Seoul introduced the CMG Awards (Changemakers for Good Awards), recognizing organizations and individuals leading positive change through creative communication. Additionally, the Asia Young Creators’ Award (AYCA) on the theme of “Seoul, My Soul” showcased creative talents from across Asia, with 12 works and over 20 students receiving accolades.
AdAsia 2023 Seoul redefined the traditional conference format by incorporating a diverse range of programs, including conferences, exhibitions, awards ceremonies, competitions, and workshops. It created a unique environment for networking across various industries beyond advertising, marketing, and communication, including IT/tech, gaming, automotive, F&B, fostering opportunities for new business ventures.
Kim Nak-hoi, the Chairman of the Organizing Committee for AdAsia 2023 Seoul, said: “AdAsia 2023 Seoul served as an opportunity to showcase South Korea’s leadership in the Asian advertising industry on a global scale. Internally, it redefined the advertising industry for the digital age, elevating the industry’s status and boosting the pride of advertising professionals.” He added, “Through this event, we anticipate that it will not only invigorate the overseas expansion of South Korean digital marketing and content companies but also contribute to national branding and support the bid for the 2030 Busan Expo.”
Looking ahead, AdAsia 2025 will celebrate its 34th edition in Macau, continuing the legacy of this prestigious event.