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Subverting traditional thinking, focusing on creative innovation at the 2019 Asian MICE Forum


The Asian MICE Forum (AMF), which will be held at the Taipei International Convention Center from September 18th to 19th, has entered its 14th year. This event, organized by the Bureau of Foreign Trade and implemented by TAITRA, will be based on the theme of Be entertained: Make an event into a game, hoping to introduce the creative, innovative, and interesting elements of games into the planning of the event to stimulate the MICE industry, encouraging greater participation!

Digital innovation of a century-old brand
Mariano A. Bosaz, Digital VP, Greater China & Korea of the century-old Coca-Cola Company, is invited to share Coca-Cola's innovation path at AMF, from physical beverage sales to virtual digital marketing, offline to online marketing, breaking through the framework of different generations of consumers. Even after a hundred years, in the face of many emerging drinks, it is still the leader of beverages.

Innovation in MICE planning
To give participants a deeper experience, international MICE activities are actively promoting innovation and transformation to add new energy. As such, this year, AMF invited experts to share at the Innovation in Event Planning session. The session will be hosted by the world’s famous curator and also the president of the event planning company of Taipei Dangdai, Sandy Angus, who will chat with Vincent Viollain, Cofounder of Viva Technology, organizer of Viva Tech in France, Sophia Chong, Assistant Executive Director of HKTDC (Hong Kong), and Emilia Shih, Executive Director of the Exhibition Department of TAITRA. They will express their insights on how to transform and innovate for events to cater to trends.

Destination marketing success stories
In recent years, all parts of Asia have greatly promoted destination marketing, combining urban characteristics with large-scale activities to create additional value. This year’s forum invites Taipei, Taoyuan, and Kaohsiung City governments to share their marketing plans, strategies, and successful experiences in hosting large-scale events with international representatives from Seoul, Bangkok, and Sarawak. It is hoped that the exciting talks and exchanges will create more sparks of innovation for the participants.

2019 AMF gathers international exhibition experts who will explore the new pulse of Asian MICE and reveal innovative ideas for value-added activities; the content will surely be exciting. The forum is now accepting registrations. Please visit the activity website before August 31: (

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