North Sulawesi in Seoul: Music and Culture at an Ambassador’s Residence

In early December 2022, a somewhat unusual event took place at the Indonesian ambassador’s residence in Yeouido. “Colorful North Sulawesi in Seoul” was a cultural event focused on tourism, culture and the creative economy.

An embassy is not ordinarily somewhere outsiders enter easily, being closer to administration and diplomacy. The event therefore felt less like a simple cultural performance than a country directly inviting people from another country to learn about it.

The Indonesian Embassy in Seoul and the North Sulawesi provincial government co-hosted the event, with support from Garuda Indonesia. Diplomats from several countries and tourism-sector representatives attended, making “diplomatic event” an apt description.

An event beginning at the ambassador’s residence

Welcoming and congratulatory speeches filled the first day. Then Indonesian ambassador to Korea Gandi Sulistiyanto, the head of North Sulawesi’s tourism authority and Korean foreign ministry climate-change ambassador Kim Hyo-eun appeared in turn.

The speeches went beyond greetings. They introduced the region, why it sought closer exchange with Korea and directions for tourism cooperation in relatively concrete terms. Indonesia already has active economic and cultural ties with Korea, but it was striking to hear a region other than the familiar Bali or Jakarta introduced directly.

North Sulawesi, a region in eastern Indonesia, is well known for diving tourism. Its natural environment attracts many international visitors, and drawing Korean tourists was also named as an important aim.

Introducing culture through performance and fashion

The atmosphere changed completely after the speeches, as a visiting troupe from North Sulawesi began its traditional performance.

It opened with a traditional instrument called tetengkoren, followed by dancers in traditional dress. Their rhythms and movements differed somewhat from familiar images of Southeast Asian dance, and the instrument’s sound was distinctive too. Watching a tourism promotion video and experiencing a live performance were clearly different encounters.

A fashion show closed the performances. Clothes by an Indonesian designer appeared alongside fusion hanbok by a Korean designer. Cultural exchange can often feel abstract, but this was a moment in which its meaning came across relatively clearly.

The practical side of tourism: direct air routes

The practical side of tourism promotion was especially interesting. The head of North Sulawesi’s tourism authority said one purpose of the visit was discussion of air routes: talks were underway with Jeju Air about opening a direct service.

A destination’s appeal alone does not create visits. Access must exist for actual travel to become possible. Cultural events and performances are a beginning; an air route makes tourism a reality.

The ambassador also introduced the region’s scale, environment and diving resources, expressing hopes for Korean visitors. Promotion and the practical preparation of tourism infrastructure were proceeding together.

Day two: time for networking

The atmosphere changed again on the second day. A networking event for tourism professionals replaced the performances. Travel agencies, hotels and airlines gathered for presentations and questions.

Beginning with Jeju Air’s presentation, explanations covered aviation, travel products and cooperation programs. If the first day was cultural, the second was business. The structure through which tourism begins with culture and leads into industry emerged naturally.

Participants exchanged business cards, discussed programs and considered possible partnerships. Outwardly quiet, the gathering was in fact part of tourism being made.

Where diplomacy meets tourism

This was not merely a cultural event from which people returned after watching a show. It revealed the processes a region undertakes to welcome visitors from another country.

Cultural performance creates interest, air routes create access and networking creates actual visits. Tourism can seem to happen naturally, but here the preparation preceding it became visible.

It was especially meaningful as the industry began moving again after the pandemic. Travel feels like an individual choice, yet becomes possible through preparation by many people and institutions. The event showed that foundation.

Though a small gathering at an ambassador’s residence in central Seoul, it offered a view of both how one country presents itself to another and how tourism is created.

📌 Indonesian Embassy in Seoul — North Sulawesi in Seoul event

• 📍 Venue: Indonesian ambassador’s residence, 380 Yeouidaebang-ro, Yeongdeungpo-gu, Seoul
• 🗓 Dates: December 6–7, 2022
• ☎️ Telephone: 02-783-5675
• Official website↗
• 🕒 Hours: Weekdays 09:00–17:00 (closed weekends and public holidays)