A global vision connecting the local and the world was presented in Cheongju, Chungcheongbuk-do. The message was clear: Chungbuk should no longer remain in a “second-place strategy” following Seoul, but instead leap directly onto the global stage.
On the 22nd, a roundtable discussion was held at the headquarters of Bonjeong (本情), a specialty chocolate company in Cheongju. Participants included New York–based attorney Jang Jun-hwan, CEO of Gallery Chang; internationally renowned artist Shane Guffogg; and Lee Jong-tae, CEO of Bonjeong.
What made the roundtable especially notable was that three private-sector figures—a Korean-American lawyer, an American artist, and a Chungbuk-based entrepreneur—came together to propose a global vision linking the region to the world.
The discussion was organized following a “Culture–Technology Convergence” special lecture held earlier that day at Chungbuk National University, and explored the potential of a Chungbuk-style global strategy where culture, art, and regional branding converge.
This gathering was not a simple corporate event or networking session, but a symbolic forum addressing Chungbuk’s urban future and industrial direction. All participants emphasized in unison: “Chungbuk’s next step is not Seoul, but the world.”
Choosing Cheongju as the venue carried particular significance. Chungbuk sits at a transportation crossroads linking the administrative capital Sejong with the greater metropolitan area, while also hosting clusters of advanced industries such as bio, secondary batteries, and semiconductors. At the same time, it boasts rich natural and cultural assets—such as Songnisan National Park and Cheongnamdae—making it a compelling “testbed where industry and culture coexist.”
Against this backdrop, the roundtable demonstrated how Chungbuk could evolve into a global hub city.
Jang Jun-hwan cautioned that Chungbuk must not limit itself to expanding infrastructure and transportation networks. “Many regional cities function only as places tourists briefly visit and leave,” he said. “But to truly revitalize the economy, you must create a structure that encourages people to stay an extra day.” He proposed the concept of a “city to stay.”
A key condition for this, he argued, is a vibrant nighttime economy. “A city lives when the night is alive,” Jang said, calling for programs for young people, family-friendly evening cultural events, and night markets reflecting local identity. “Even if trains and roads connect a region, without content that makes people stay, the local economy won’t grow.”
Addressing young people, he added, “Success doesn’t come from one giant leap. It’s built through small successes accumulating over time. Build those achievements here in Chungbuk, then connect that confidence to the global stage.”
Shane Guffogg offered a fresh, outsider’s perspective on Chungbuk. “The landscape I saw on the way to Cheongju reminded me of suburban New England or the countryside near New York,” he said. “Chungbuk, where nature and city coexist, has real appeal as a global testbed.”
He was particularly impressed by Korea’s café culture. “Korean cafés are not just places to rest. Each one feels like an artwork, with its own design and concept. Even highway rest stops are full of creativity. This kind of cultural sensibility is a unique competitive strength Korea has that you don’t find elsewhere.”
Speaking about his own work, Guffogg explained, “My paintings layer multiple dimensions of time onto a single canvas. This resembles the concept of superposition in quantum computing. Art and science may seem like different languages, but at their core, they ask the same questions.”
He added, “I hope small cultural experiments that begin in Chungbuk will spread beyond Asia to the world,” and expressed his intention to continue engaging with Korea in the future.
Lee Jong-tae, CEO of Bonjeong, centered the discussion on “regional branding.” “Cultural movements often begin not in megacities, but in small towns,” he said. “Just as French Impressionism emerged from rural villages, Chungbuk can also generate global currents.”
He emphasized that brands should serve as mediators of cultural exchange, not just products for sale. “Bonjeong has created a first case in which a Chungbuk brand entered a global cultural platform through collaboration with a New York gallery,” he said. “We will continue participating in international projects to grow Bonjeong into a global brand.”
Lee added, “Population may decline, but cultural and economic value can grow. When local companies join hands with culture, they can create new engines of growth. Bonjeong will stand as a cultural partner until the day Chungbuk gains global recognition.”
Participants agreed that Chungbuk should not be content with merely catching up to Seoul, but should pursue strategies that connect it directly to the world. With global competitiveness already evident in bio-health, secondary batteries, and semiconductors—and expanding international exchange through Cheongju Airport—the addition of culture, art, and regional branding could propel Chungbuk beyond an industrial city into a global culture-and-technology hub.
One local attendee remarked, “Today’s discussion gave confidence that Chungbuk can connect to the world not only through industry and economics, but through cultural imagination.”
Though each speaker approached the future from a different angle—Jang Jun-hwan emphasizing a “city to stay,” Shane Guffogg advocating the “globalization of cultural creativity,” and Lee Jong-tae calling for the “global elevation of regional brands”—their direction was the same.
The message of this roundtable extends beyond Chungbuk. Cities such as Brooklyn, Lyon, and Fukuoka have similarly transformed from “regional cities” into “global cities” by combining industrial strength with culture, art, and branding. Chungbuk, the speakers suggested, now stands at a similar threshold.
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