South Korea’s First Lady Promotes Tourism at Singapore Event

Singapore – First Lady Kim Hye-kyung attended a meeting focused on revitalizing Korean tourism in Singapore on March 2nd, 2026, alongside President Lee Jae-myung’s state visit. The event highlighted Jeju Island’s unique “haenyeo” (female diver) culture and explored ways to expand tourism beyond major urban centers.

Promoting Jeju’s Haenyeo Culture

The meeting, themed “Local is global: the beginning of a new Korean tourism!”, featured a performance and food experience centered around Jeju’s haenyeo culture, known for its sustainable practices and harmony with nature. Attendees included Singaporean influencers, tourism industry officials, and representatives from Korean local governments. Yonhap News Agency reported on the President and First Lady’s departure for the state visit on March 1st, 2026.

Expanding Tourism Beyond Urban Centers

First Lady Kim emphasized the importance of developing unique local cultures into tourism resources, creating a virtuous cycle that boosts local economies and provides enriching experiences for visitors. She noted the resonance of the haenyeo story in Singapore, attributing it to shared values regarding environmental sustainability and community well-being.

Industry Insights and Collaboration

Singaporean influencers shared their experiences, noting a growing interest in Korean regions beyond Seoul, such as Jeju Island, with its natural beauty and festivals. Industry representatives highlighted the need for improved accessibility, including transportation and language support, to cater to increasing demand from overseas tourists. David Fung, branch manager of Lotte Hotel Singapore, stressed the importance of developing experiential content and fostering collaboration between hotels, local governments, and businesses.

A Holistic Approach to Tourism

First Lady Kim underscored the need for a holistic tourism experience, encompassing cultural understanding, product purchase, transportation, accommodation, and overall experience. She pledged active support for foreign tourists to ensure a seamless and enjoyable visit to Korea. The Korea Herald reported that Singapore named an orchid after President Lee and the First Lady on March 2, 2026.

President Lee’s Southeast Asia Tour

The visit to Singapore is part of President Lee Jae-myung’s state visit to both Singapore and the Philippines, beginning on March 1st, 2026. The Financial News detailed the President’s departure from Seoul Air Base with First Lady Kim Hye-kyung, aiming to strengthen industrial cooperation in areas like artificial intelligence and defense, following his participation in the ASEAN Summit last October.