Korean rap star Psy has been selected as the goodwill ambassador with the initiatives of promoting hallyu and YouTube as tools for “creative economy” at the upcoming 44th World Economic Forum, which was to be held from Jan. 22 to 25 in Davos, Switzerland.

The World Economic Forum attracts some of the world’s most influential international business leaders. About 2,800 figures are slated to attend this year, including around 30 Korean business leaders such as Hur Chang-soo, chairman of the Federation of Korean Industries; Lee Mi-kyung, vice chairwoman of CJ Group; Chung Eui-sun, vice chairman of Hyundai Motor; Kim Jae-yeol, president of Samsung Engineering; Koo Ja-young, CEO of SK Innovation, and others.

Each of the members is slated to participate in the “Korea Night” event, which will be held one day prior to the start of the World Economic Forum. During the event ― where Psy is also scheduled to perform ― the Korean business representatives, with the help of the global K-pop star, will get together with the goals of promoting Korean culture and technological innovations in their continued push for “creative economy.”

Under this year’s theme of “The Reshaping of the World: Consequences for Society, Politics and Business,” the WEF aims to develop insights into the emerging challenges faced by the world economy today. The event will be cochaired by a distinguished panel of international businessmen and women including Aliko Dangote, president and chief executive officer of Dangote Group in Nigeria; Kris Gopalakrishnan, president of the Confederation of Indian Industry; and Judith Rodin, president of the Rockefeller Foundation.

By Julie Jackson
(juliejackson@heraldcorp.com)