The Seoul Metropolitan Government and the Seoul Tourism Organization (STO) secured 12 new international events and held 343 business meetings at IMEX America 2026, the largest MICE trade show in the Americas, the organization said. MICE stands for meetings, incentives, conferences and exhibitions. The term covers business events that bring large groups of visitors. The city ran its own Seoul pavilion at the show, held Tuesday through Thursday at Mandalay Bay in Las Vegas. It was joined by 10 members of the Seoul MICE Alliance, a network of local hotels and event companies, under the banner “TEAM SEOUL.” Members included Grand Hyatt Seoul, Conrad Seoul, Fairmont Ambassador Seoul, JW Marriott Hotel Seoul and Sofitel Ambassador Seoul Hotel & Serviced Residences. Instead of hosting open events for all attendees, the delegation focused on in-depth talks with key buyers who have the authority to choose event venues, the STO said. It collected contact details for about 340 such buyers on site. More than 300 buyers attended a Seoul Happy Hour networking event themed on “chimaek,” the popu