Engagingly Experiential

Asian MICE Forum (AMF), themed Engagingly Experiential, will open with a presentation by Dr. Johanna Blakley, Managing Director of the Norman Lear Center at the University of Southern California, on the topic of creativity within the fashion industry. Jean-François Zurawik, the master behind the orchestration of the Festival of Lights in Lyon, France, will then share how illumination can be combined with technology. The Director of General Affairs for the PyeongChang Winter Olympics, Ki-Hong Kim, will talk about his strategies of city marketing and how they turned PyeongChang, a small remote town with a population of less than 50,000 people, into the host city for the largest-scale Winter Olympics on record. Furthermore, Adrian David Cheok, founder of Mixed Reality Lab, will create a new virtual experience using mixed reality, which will mesmerize the five senses and break the boundaries of time and space. AMF 2018 shall bring prestigious speakers, cross-industry experts, prominent MICE award winners, and city marketing professionals to you, showcasing the latest MICE insights and connecting the world!


  • Asian Business Events Outlook
  • Creative Lessons from the Fashion Industry
  • What’s Next for Asian MICE
  • Inspiration from the 5 Senses
  • Taiwan Spirit Session — Voice of Jade Mountain
  • Bring New Life to Your Venue
  • 2017 ICCA Best Marketing Award
  • 2017 SITE Crystal Award
  • 2017 UFI ICT Award


  • President & CEO of Tokyo Big Sight
  • Founder and Director of Mixed Reality Lab
  • Managing Director and Director of Research of The Norman Lear Center, University of Southern California's Annenberg School for Communication and Journalism
  • Co-Founder & CEO of Grip
  • Managing Director of The Party- & Eventarchitect
  • Founder of Vox Nativa Taiwan


09:30 - 10:00


10:00 - 10:05

Musical Performance

10:05 - 10:15

Opening Remarks

  • Representative from Bureau of Foreign Trade, MOEA
  • Representative from Taichung City Government
  • Representative from TAITRA

10:20 - 11:00

Keynote Speech 1 :Creative Lessons from the Fashion Industry

Dr. Johanna Blakley / Managing Director and Director of Research / The Norman Lear Center, University of Southern California's Annenberg School for Communication and Journalism

11:00 - 12:30

Panel Discussion 1: Asian Business Events Outlook


Mr. Walter Yeh / President / AFECA


  • Mr. Zhi Zheng / President / China City Association Convention & ExhibitionPDF下載
  • Ms. Janet Tan-Collis / President / SACEOSPDF下載
  • Mrs. Orachorn Wongpan-ngam / Director / MICE Capabilities Department
  • Mr. Ravinder Sethi / Vice President / IEIAPDF下載
  • Mr. Effi Setiabudi / Chairman / IECAPDF下載

12:30 - 14:00


14:00 - 14:30

Keynote Speech 2 : Event Industry IT Solutions: Case Studies & Technology Trends

Mr. Yoshihito Takahashi / Congress IT Director / Congress Corporation

14:30 - 15:10

Keynote Speech 3 :Everysense Everywhere Human Communication

Mr. Adrian David Cheok / Founder and Director / Mixed Reality Lab

15:10 - 15:30


15:30 - 16:10

Taiwan Spirit Session :Voice of Jade Mountain

Mr. Bukut Tasvaluan / Founder / Vox Nativa Taiwan

16:10 - 17:30

Panel Discussion 2 :Bring New Life to Your Venue

Mr. Arun Madhok / CEO / Suntec Singapore



  • Mr. Kiyotsugu Ishihara / President & CEO / Tokyo Big Sight
  • Mr. Roman Raimund Straub / CEO / Prague Congress CenterPDF下載
  • Mr. Philip T.T. Huang/ Executive Director / Taipei Nangang Exhibition Center Hall 2

09:00 - 09:30

Keynote Speech 4 : Case Sharing - 2017 ICCA Best Marketing Award

Ms. Anja Stas / CCO / Flanders Meeting & Convention Center AntwerpPDF下載

09:30 - 11:00

Panel Discussion 3: Destination Marketing

Ms. Kitty Wong

Vice President / TECA

Immediate Past President / World PCO Alliance



  • Mr. Jean-François Zurawik / Director / Lyon Festival of Lights
  • Mr. Ki-Hong Kim / Secretary General & Executive Vice President / The PyeongChang Organizing Committee for the 2018 Olympic & Paralympic Winter GamesPDF下載
  • Mr. Shih-Ming, You / Deputy CEO / 2017 Taipei Universiade Organizing CommitteePDF下載
  • Mr. Kun-Ming, Kuo / CEO / 2018 Taichung World Flora Expo

11:00 - 11:20


11:20 - 12:00

Keynote Speech 5 :Case Sharing- 2017 SITE Crystal Award

Mr. Gebert Janssen / Founder & CEO / The Party- & EventarchitectPDF下載

12:00 - 12:40

Keynote Speech 6 :Case Sharing- 2017 UFI ICT Award

Mr. Tim Groot / Co-Founder & CEO / GripPDF下載



We look forward to welcoming you to the 2018 Asian MICE Forum! Please complete the registration procedure and arrange payment by credit card. Once all required information is entered and the registration is paid for by credit card, you will receive a confirmation letter with a QR code pass.

September 11 - 12 , 2018
Assembly Hall, Taichung City Government 4F
Registration Fee (for oversea participants): USD$ 200 (approx. NTD$6,000). Includes the two-day program, refreshment breaks, and a lunchbox on September 11.
Registration Deadline: August 29, 2018
Cancellations will not be refunded. Participants must acquire all necessary travel documents.
To register, modify information, or change participants after completing the registration process, please email or contact
+886 2 27255200 ext.3521 Ms. Mandy Yang.
+886 2 27255200 ext.3526 Ms. Irene Lo.


07 Aug

Industry Elite to Gather in Taichung for Asian MICE Forum

The Asian MICE Forum (AMF) will be held in Taichung from September 11–12 this year. Themed Engagingly Experiential, several international speakers will speak about urban marketing and the experience economy. New modes of thinking will be injected into MICE and related industries.

Commissioned by the Ministry of Economic Affairs (MOEA) Bureau of Foreign Trade, the 13th AMF is organized by the Taiwan External Trade Development Council (TAITRA). It is Taiwan's benchmark event for the meetings industry. Winners of important international exhibition awards, innovation marketing experts, and exhibition technology application experts will lead attendees on an “engaging experience”.

Urban marketing thinkers from France and Korea will speak of their experiences and processes in planning the Festival of Lights in Lyon and the PyeongChang 2018 Olympic Winter Games. Also invited for the same event are representatives from the 2017 Summer Universiade in Taipei and the 2018 Taichung World Flora Exposition who will share their secrets for urban marketing.

For this year, organizers have also invited the 2017 winner of the International Congress and Convention Association (ICCA) Best Marketing Award, the Flanders Meeting & Convention Center in Antwerp. The Center's chief commercial officer will speak on a new topic, the innovative CSR marketing method that brings together exhibitions and wildlife conservation. Recipient of the Society for Incentive Travel Excellence (SITE) Crystal Award for incentive travel marketing, CEO Gebert Janssen of The Party & Eventarchitect will talk about creating unique experiences while keeping costs low, and holding incentive tours that hosts and guests can enjoy.

Taiwan is located in a quickly growing MICE industry region—the Asia Pacific, making the AMF a prime platform for networking and exchanges within the industry. Chairman of China City Convention & Exhibition Association, President of the Singapore Association of Convention & Exhibition Organizers & Suppliers, Vice President of the Indian Exhibition Industry Association, Senior Vice President of the Thailand Convention and Exhibition Bureau, and Chairman of the Indonesian Exhibition Companies Association have been invited to the Asian MICE Industry Leaders Talks, in which they will analyze the trends and prospects for development in the Asian exhibition industry.

The 2018 AMF gathers the foremost MICE experts to converge on Taiwan. It will spur Taiwan's industry to move in line with international practices. Even more so, it will be a rare and important international event for business opportunities and exchange. The Forum is now accepting registrations. (Registration Fee: USD$ 200.)

12 Jul

2018 Asian MICE Forum Coming to Taichung
First-Hand Info Linking the World

The Asian MICE Forum (AMF), one of the MICE industry's most iconic events, will be held in Taichung during September 11–12. The AMF is organized by TAITRA and commissioned by the Bureau of Foreign Trade, Ministry of Economic Affairs, and is now entering its 13th year. The upcoming 2018 event, themed Engagingly Experiential, will be a gathering of major international MICE award winners, creative marketing professionals, and applied MICE technology experts—all ready to open attendee's eyes to new worlds.

Secrets of PyeongChang 2018 to be Revealed

The PyeongChang 2018 Winter Olympics held in South Korea, which were successfully concluded in February, ignited global enthusiasm for sports and drew great praise, despite the harsh winter. The event's director of general affairs for the organizing committee, Ki-Hong Kim, is scheduled to share how they implemented city marketing strategies to change public opinions, and bring the world's spotlight to PyeongChang, which is a small remote town with only 43,000 residents. Representatives from the Taipei 2017 Universiade and Taichung World Flora Exposition will also be present to talk about the secrets and winning strategies of their event organization.

Fashion Marketing Inspirations and MICE Technological Applications

To promote MICE activities with marketing and technology strategies combined, Dr. Johanna Blakley from the USC Think Tank Center in the United States was invited to discuss how to replicate the innovative spirit of the fashion industry and bring forth endless creative ideas. Tim Groot, 2017 UFI ICT Award winner and founder of a London MICE technology company called Grip, will present stories of digital technology applications in MICE activities. In addition, founder of Mixed Reality Lab, Adrian David Cheok, will demonstrate a form of mixed reality that stimulates all five senses for an experience that breaks the boundaries of space and time.

Future Prospects for the Asian MICE Industry

To take advantage of southbound MICE industry opportunities, the Forum has especially invited the President of the Singapore Association of Convention & Exhibition Organizers & Suppliers, Vice President of the Indian Exhibition Industry Association, Vice President of the Thailand Convention and Exhibition Bureau, Chairman of the Indonesian Exhibition Companies Association, and various MICE industry leaders from Southeast Asian countries. These distinguished guests will provide insights into development trends and future prospects of the Asian MICE industry at the Asian MICE Industry Leaders Talks session. Their brilliant presentations will undoubtedly inspire attendees.

With the gathering of global MICE leaders to drive new industry trends, as well as make diversified international exchanges and business opportunities possible for participants, MICE wonders are anticipated from AMF 2018. Register to attend before August 17 and enjoy an early-bird discount. Don't miss this opportunity! Sign up now online at the official AMF 2018 website (


06 Jul

2017 Asian MICE Forum Advances to Southern Taiwan

The Asian MICE industry's annual mega event—the 2017 Asian MICE Forum—will be held September 6–7 in the Kaohsiung Exhibition Center. Themed “Innovation Power", the Forum will feature global MICE gurus, award winners, creative marketing leaders, and technology experts. To be held for the first time in Kaohsiung, Taiwan's second largest conference city, the harbor metropolis has spared no effort to cultivate its MICE industry to increase awareness of the latest developments and the city’s global visibility as a MICE destination.

Masters Share Future Trends

The Asian MICE Forum, annually commissioned by the Taiwan Bureau of Foreign Trade of the Ministry of Economic Affairs and implemented by the Taiwan External Trade Development Council (TAITRA), has entered its 12th year. This year, Daniel McKinnon, Chairperson-elect of the International Association of Exhibition and Events (IAEE), Wolfgang Marzin, President & CEO of the world exhibition leader Messe Frankfurt GmbH, Tom Hulton, Director of International Relations of the world’s biggest incentive tour organizer IMEX, and Mike Van der Vijver, a prestigious conference design master, will come together to map out the global future of the MICE industry. J. Walter Thompson Taipei's managing director Deng Bowen, one of the masterminds of Lay’s human claw machine advertisement which set off a heated discussion on the internet over recent years, will also share his experience in successfully realizing "marketing whims" to attract consumers.

Festivals, by featuring local natural and cultural resources, are a successfully-proven tool to showcase a city’s charm. To uncover the mystery and fun of destination marketing, this year’s Forum will introduce the Hakata Dontaku Festival, Japan's most popular celebration during their Golden Week; the Festival of Fire in Valencia, which is a world-famous ceremony full of spectacular fires and pyrotechnics; in addition to Kaohsiung’s own unique festival. To familiarize attendees with state-of-the-art technologies, Zappar, an Australian company recognized for its expertise in virtual-reality and augmented-reality technology; Poken, a European MICE technology services company; and Accupass, Taiwan‘s well-known innovative net enterprise will share technology application examples. It is worth mentioning that, in order to closely integrate the MICE industry with Taiwan’s New Southbound Policy, the “What’s Next for Asian MICE” session will have MICE leaders from Southeast Asian countries provide a macro analysis of Asian MICE development to help the industry grasp booming business opportunities.

The 2017 Asian MICE Forum, with illustrious MICE organizations, technology experts, and marketing experts from all over the world to share insights, is a not-to-miss occasion. Not only to learn new trends, but also to network with the global community and explore new opportunities. To enjoy an early-bird discount, register by August 10th on the website at





What is the AMF?

The annual Asian MICE Forum (AMF) is an iconic event for the Taiwan MICE industry that provides an important exchange platform for the Taiwan MICE industry. The Forum invites world-renowned speakers to share the latest MICE insights and interact with Taiwanese MICE professionals every year.

Does the Forum provide simultaneous interpretation?

Simultaneous interpretation is always an included feature of the AMF, via earbuds and a receiver. To borrow these items, please bring personal identification (National I.D. Card, National Health Insurance card, driver's license, etc.).

May I register for one day only?

The entire AMF event lasts for about 1.5 days, with a splendid yet compact agenda. We recommend that you participate in the entire event. The registration fee is for the whole event duration;, there is no refund for partial attendance.

Transportation information

Venue: Taichung City Government, Assembly Hall
Address: No.99, Sec. 3, Taiwan Blvd., Xitun Dist., Taichung City 407, Taiwan

Mr. Arun Madhok


September 24 , 2018「2015年亞洲會展產業論壇」9/24-25 台北登場