The 2026 Goyang International Flower Expo achieved its strongest performance since the COVID-19 pandemic, as its strategic shift from a viewing-centered exhibition to a "stay-and-participate" event proved effective.
The Goyang International Exhibition Foundation said Wednesday that paid visitors to this year's expo, held from April to May, reached approximately 340,000, up 6.3% from a year earlier. Flower retail sales rose 101%, while business consultations increased 107.1%.
The foundation attributed the success primarily to a significant expansion of immersive and participatory content, moving away from its traditional flower-exhibition-centered operation.
Representative experiential programs included "Pengsoo's Flower Garden" and "Memory Lane Alley Garden." These programs were credited with attracting more family visitors and drawing in the MZ generation. With the expansion of programs engaging all five senses, total revenue from experiential content rose 68.9% year-on-year.
Strategic changes in the flower retail segment also paid off. The foundation introduced an open, two-way layout that allowed visitors to approach stores naturally from any direction. Content tied to local flower farms was also strengthened. As a result, flower retail sales more than doubled, contributing to higher income for local growers.
Growth in the industry and business segment was also notable. Business consultations rose to 145 cases this year from 70 last year. The value of those consultations increased 48.2% from a year earlier.
The foundation said it generated tangible business outcomes by inviting overseas buyers and expanding exchanges among domestic and international flower industry players.
The expo also delivered a measurable boost to the local economy. Subway ridership during the event rose 6.3% from the previous year. The influx of outside visitors also contributed to revitalizing Ilsan Lake Park and nearby commercial districts.
The foundation estimates the expo generated about 128 billion won in economic ripple effects. Beyond drawing visitors, the event produced a combination of on-site spending, industry consultations, content revenue and increased public transit use, demonstrating its potential as a "Goyang-style flower and MICE convergence model."
"We will combine the performance analysis commissioned to external expert institutions with the foundation's own analysis to strengthen global competitiveness and develop strategies for upgrading expo operations," said Lee Chang-hyun, CEO of the foundation.
