TEI Study 2017 Muju World Taekwondo Championships

World Taekwondo (WT) Nielsen Sports Taekwondo Event Impact (TEI) Study

2017 Muju World Taekwondo Championships

1 CONTENTS

Executive Summary 5 Taekwondo Event Impact (TEI) Study

I. Sport 11 1. Event Participation 12 1) Athlete 2) Nation Wide 3) Medal 4) Volunteer 2. Spectator 21 1) Spectator Figures 2) Event Assessment 3. Viewer 32 1) TV Viewership 2) TV Coverage

II. Economic 38 1. Revenue 39

1) Revenue Details

2. Media Value 42 1) TV 2) Online 3. Visitor Expenditure 46

1) Expenditure Details

III. Social 49 1. Image 50 1) Visitor Response 2. Tourism 55 1) Tourism Aspect 3. Community Engagement 61 1) Engagements 4. Event Features 66 1) Features

Appendix 72 1. World Taekwondo Championships Legacy 73

2. World Taekwondo (WT) 75

3. 2017 Muju World Taekwondo Championships 76

4. Participating Nations 2017 79

5. Medal Table_Men 2017 82

6. Medal Table_Women 2017 83

7. Viewership Empirical Data 84

8. TV Research Background 86

9. TV Exposure Empirical Data 87

10. TV Exposure Footage_Brand 89

11. TV Exposure Footage_Image 91

12. Online Research Background 92

13. Online Exposure Empirical Data 93

14. Online Exposure Image 96

15. In-Scope Visitors 97

16. Expenditure Descriptions 98

17. Awareness Analysis (AA) 99

18. Importance Performance Analysis (IPA) 100

19. Engagement Lists 102

20. Feature Lists 103

21. Survey Methodology 104

22. Respondent Profile 105

23. Research Methodology 106

24. Glossary 108

Authors 109 Terms & Conditions 110

5 Executive Summary 2017 Muju World Taekwondo Championships

Taekwondo Event Impact

Tangible Intangible

Event Participation Event Participation • 945 Athletes • Republic of Korea, Turkey, Serbia • 178 Nations Top 3 Gold Medal nations Spectator Spectator SPORT • 42,181 Spectators • ‘International’ • 600 Volunteers • ‘High-Level Competition’ Viewer • ‘Competition spirit was Attractive’ • 9,397,200 Global Viewers • ‘Atmosphere was Excellent’ • 232:39:22 Global Coverage

Revenue *The Economic sector accounts only the • $9,460,307 conservative tangible impact; Revenue, Media Value and Visitor Expenditure and Total Media Value excludes other intangible impact resources. • $12,596,434 The Economic tangible impact calculation ECONOMIC* was not conducted using any sort of conventional economic multipliers or Visitor Expenditure factors that could have exaggerated the • $10,828,386 value.

Tourism Image • 6 Days of Average Stay • Muju Image ‘Interesting’ & ‘Generous’ • 13 Average number of Acquaintances • ‘Positive City Atmosphere’ SOCIAL • Top 3 spending characteristics • ‘Re-Visit & ‘Recommend Muju’ ‘Transportation’ ‘F&B’ ‘Accommodation’ Community Engagement /Event Features • Over 20 Community Engagements and Events

2017 Muju World Taekwondo Championships Athlete Participation 01 recorded at a number of 945; male athletes 570, female athletes 375.

2017 Muju World Taekwondo Championships recorded the highest number of participating nations with 178 nations taking part in the 02 event.

Republic of Korea, Turkey and Serbia were the Top 3 Gold Medal 03 Winning Nations in the 2017 Muju World Taekwondo Championships.

2017 Muju World Taekwondo Championships Volunteer Participation 04 recorded at 600; male 234, female 366.

2017 Muju World Taekwondo Championships Total Spectators were 05 42,181 during the event period.

2017 Muju World Taekwondo Championships spectators expressed 06 the events Image as ‘International’ & ‘High-Level Competition’.

2017 Muju World Taekwondo Championships Total Cumulative 07 TV Viewership was 9,387,200.

2017 Muju World Taekwondo Championships recorded 232 Global 08 Broadcast hours.

2017 Muju World Taekwondo Championships Total Revenue 09 was $9,460,307.

2017 Muju World Taekwondo Championships 100% TV Media Value 10 amounted to $8,260,820.

2017 Muju World Taekwondo Championships 100% Online Media Value 11 amounted to $4,958,866.

2017 Muju World Taekwondo Championships Total Visitor Expenditure 12 amounted to $10,828,383.

Spectators thought Muju was ‘Generous’ and ‘Interesting’, liked the ‘Positive City Atmosphere’, and wanted to ‘Re-Visit’ and 13 ‘Recommend Muju to Others’.

Transportation, Food & Beverage and Accommodation, 14 Were the top spending categories at the World Championships

Various Community Engagements related to the 2017 Muju World 15 Taekwondo Championships occurred before and after the event.

The 2017 Muju World Taekwondo Championships had many 16 Event Features that enlightened the tournament overall.

1. Event Participation 2. Spectator 3. Viewer

11 1. Event Participation

12 Ⅰ Sport 1. Event Participation

Summary

The 2017 Muju World Taekwondo Championships Total Athlete Participation recorded at a 1 number of 945; male athletes 570 and female athletes 375. The event recorded the highest athlete participation compared to any previous events.

The 2017 Muju World Taekwondo Championships recorded the highest number of competing 2 nations ever, 178 nations in total. European athletes represented 32%(total of 302) of the athletes in attendance with 47 European nations, more than any other continent, taking part in the event.

Republic of Korea, Turkey and Serbia were the Top 3 Gold Medal winning nations in the 3 2017 Muju World Taekwondo Championships. The Top 3 medal counts by nations were Republic of Korea, Russia and China.

The 2017 Muju World Taekwondo Championships’ Volunteer total added up to 600; male 234 4 and female 366. The majority of the volunteers were in their 20s(83%).

Muju 2017

The 2017 Muju World Taekwondo Championships recorded Participation the highest number of athletes participating, featuring 945, 9.2% more than the previous highest edition of 872 in Athletes – Total 945 Chelyabinsk, Russia 2015.

A total of 570 Male athletes and 375 Female athletes Male / Female 570 / 375 participated in the event. Among the 945 athletes total, 929 were overseas athletes and were16 domestic athletes. Overseas / Domestic 929 / 16

Europe had the most athletes entering the event with a total of 302 (32%). Asia had the next highest number of 258 Competing Nations 177 (27%) athletes competing in the event. Refugee Team(WT) 1

Athletes by Continent 2017 Athletes by Continent 2017

4% Europe 302 32% 17% 32% Asia 258 27%

Pan-America 182 19%

19% Africa 160 17%

Oceania 42 4% 27% Refugee Team(WT) 1 0.1%

Europe Asia Pan-America Africa Oceania

For the 2017 Muju World Taekwondo Championships, Europe had the most number of nations competing at 47. Asia and Africa both had 41 nations competing in the Championships recording the second largest number of nations participating.

Athletes & Nations, 2011-2017 Based on the study of the last four editions of the event, each edition had athlete representation from all 5 continents. 1000 200 178 As at the previous three editions of the World 180 950 945 Championships, Europe had the most number of athletes at 160 138 the 2017 Muju world Taekwondo Championships. 130 140 900 123 866 120 One refugee athlete also participated in the 2017 Muju World 850 839 100 Taekwondo Championships as a member of the World 812 80 Taekwondo (WT) team but this is not reflected in the graph 800 60 below. 40 750 20 700 0 2011 2013 2015 2017

Athletes Nations

Athletes by Continent, 2011-2017 350 310 299 302 300 256 250

200

150

100

0 2011 2013 2015 2017 Europe Asia Pan-America Africa Oceania

Of the participating athletes, 60% were male and 40% were Athletes by Gender 2017 female.

Africa(37.5%) had the largest gender difference among the continents. Oceania(33.3%) and then Asia(22.4%) had the next largest gender difference by continents.

40%

Athletes by Gender & Continent 2017

173 60% 158

129

110 100 101

81 Male Female

28 14 0 1

Europe Asia Africa Pan-America Oceania WT

Male Female

Male Female Total Difference(#) Difference(%)

Europe 173 129 302 44 14.6%

Asia 158 100 258 58 22.4%

Africa 110 50 160 60 37.5%

Pan-America 101 81 182 20 11.0%

Oceania 28 14 42 14 33.3%

Refugee 0 1 1 1 100% Team(WT)

Nations by Continent, 2011-2017 The total number of competing nations at the 2017 Muju 2011 2013 2015 2017 World Taekwondo Championships was 178, surpassing the previous record of 138 nations at the 2015 Europe 40 41 44 47 Chelyabinsk World Taekwondo Championships. Pan- 21 29 25 35 Overall, nation participation across every continent America increased in Muju from previous editions. Asia 33 27 33 41

Africa 22 26 32 41

Oceania 7 7 4 13

Refugee 0 0 0 1 Team(WT)

Total 123 130 138 178

Nations by Continent, 2011-2017 50 47 44 40 41 40

0 2011 2013 2015 2017 Europe Pan-America Asia Africa Oceania

Muju 2017: Medals table

In the 2017 Muju World Taekwondo Championships, South Nation Gold Silver Bronze Total Korea finished top of the medal table, winning a total of 10 Republic of medals, of which five were gold. 1 5 1 4 10 Korea Despite South Korea leading the competition with the most 2 Turkey 2 1 0 3 medals, Europe led the number of medals by continent with a total of 29; two more than Asia. 3 Serbia 2 0 0 2 Russian 4 1 4 2 7 Pan-America won five medals as the continent was again Federation unable to match the medal haul of 19 at the 2013 World 5 Great Britain 1 1 3 5 Championships. People's 6 Republic of 1 0 3 4 Meanwhile, no athletes from Oceania won a medal at the China World Championships. The continent has not won a World 7 Azerbaijan 1 0 1 2 Championship medal since 2013. =8 Cote d'Ivoire 1 0 0 1 The number of nations that have won medals at the world Championships has increased at every edition since 2011. =8 Germany 1 0 0 1 =8 Nigeria 1 0 0 1 Islamic 11 Republic of 0 3 1 4 Iran United States 12 0 2 0 2 Number of medal winning nations, 2011-2017 of America

13 Thailand 0 1 2 3

35 14 Uzbekistan 0 1 1 2 30 Chinese 29 =15 0 1 0 1 30 Taipei 26 =15 Vietnam 0 1 0 1 25 24

20 Muju 2017: Continental medals table

Continent Gold Silver Bronze Total 15 1 Europe 8 6 15 29 10 2 Asia 6 8 13 27 5 Pan- 3 0 2 3 5 America 0 2011 2013 2015 2017 4 Africa 2 0 1 3

5 Oceania 0 0 0 0

A total of 600 volunteers engaged in the 2017 Muju World Taekwondo Male 234 Championships. The majority(61%) were female volunteers with 89% aged in their 20s. Of the male volunteers(39%), 74% were in their 20s. Female 366

Volunteers in their 70s represented the lowest percentage age group at just 0.8%. Volunteers by Age:

Youngest 18 498 Oldest 78

Average age 25

Bed Nights for Volunteers: 15 21 22 23 16 5

10s 20s 30s 40s 50s 60s 70s Bed nights 5,130

The Regional profile of the volunteers could be distinguished into two Volunteers by Region: categories. 570 National volunteers and 30 International volunteers. Of the 570 national volunteers, 540 were Non-Local volunteers that originated outside of the host-city Muju and 30 were Local residents from the host-city Muju. 30 For the 30 International and 540 Non-Local volunteers, separate 30 accommodations were reserved. On average, the volunteers had nine bed nights, resulting in an estimate total bed nights for all volunteers of 5,130.

Volunteers fulfilled a wide variety of roles such as:

VIP / Information / Transportation 540

Team Support / Game Operations / Food and Beverage

Press Center / Safety & Security / Cultural Event Non-Local Local International

21 Ⅰ Sport 2. Spectator

Summary

The 2017 Muju World Taekwondo Championships’ attracted a total of 42,181 spectators over 5 the course of the event. The opening ceremony attracted the most spectators with 9,128 in attendance.

Based on the 2017 Muju World Taekwondo Championships on-site survey results, the majority 6 of the spectators described the event as ‘International’ and as a ‘High-Level Competition’. Other key attributes were ‘Competition Spirit was Attractive’ and the ‘Atmosphere was Excellent’.

Spectator feedback around Satisfaction during the event was the ‘Venue Atmosphere’ and ‘Safety’ and they had a strong overall satisfaction score and recommendation to others.

Muju 2017: Total Spectator During the 2017 Muju World Taekwondo Day Date Venue Spectator* Championships from June 24th to 30th, the Local Organizing Committee(LOC) confirmed the event’s th total number of spectators as 42,181. Sat 24 June T1 Arena 9,128

Sun 25th June T1 Arena 7,500 The opening ceremony on June 24th attracted the highest number of spectators for a single session with Mon 26th June T1 Arena 3,808 9,128 in attendance. The closing ceremony brought the second highest spectator attendance figures with Tue 27th June T1 Arena 3,434 8,991.

Wed 28th June T1 Arena 4,569 Overall, to accurately analyse the true total number of spectator is very difficult as the World Championships Thu 29th June T1 Arena 4,751 was an open, non-ticketed event and the spectators were not countered when entering the venue. Fri 30th June T1 Arena 8,991

Total 42,181

*Estimate forwarded by the Local Organizing Committee(LOC) using acecdotal evidence and resources.

“International” “High Level Competition”

WT World Taekwondo Championships Image

(base: Total, n=307, %) Mean(5)

Thrilled 44.0 26.7 3.92

Outstanding 36.8 22.8 3.73

International 33.6 51.1 4.30

High Level Competition 32.9 50.2 4.30

Fair 34.9 35.5 3.98

Family Friendly 36.8 31.3 3.95

Trendy 39.7 29.0 3.92

Interesting 37.1 43.3 4.19

Strongly Disagree Disagree Neither agree nor disagree Agree Strongly Agree

“International” “High-Level Competition”

WT World Taekwondo Championships Image

(base: Total, n=307, top2%)

Foreigner(n=157) Image Domestic(n=150)

79.0 Thrilled 62.0

56.7 Outstanding 62.7

87.3 International 82.0 High Level 79.3 86.6 Competition

72.6 Fair 68.0

74.5 Family Friendly 61.3

71.3 Trendy 66.0

84.7 Interesting 76.0

“Competition Spirit was Attractive” “Atmosphere was Excellent”

WT World Taekwondo Championships Image

(base: Total, n=307, %) Mean(5)

WT event was better than other sports events 40.7 33.2 4.02

The atmosphere of the WT event was excellent 43.3 37.8 4.16

The competition spirit is attractive to visitors 35.2 41.4 4.14

WT event is similar to other sports events 29.6 23.5 3.62

WT event is attractive to those who only affiliate 32.6 22.8 3.50 Taekwondo

Strongly Disagree Disagree Neither agree nor disagree Agree Strongly Agree

“Competition Spirit was Attractive” “Atmosphere was Excellent”

WT World Taekwondo Championships Image

(base: Total, n=307, top2%) Foreigner(n=157) Image Domestic(n=150)

WT event was better 71.3 than other sports events 76.7

The atmosphere of the 84.1 WT event was excellent 78.0

The competition spirit is 80.9 attractive to visitors 72.0

WT event is similar to 49.7 other sports events 56.7

WT event is attractive 50.3 only to those who 60.7 affiliate Taekwondo

“Venue Atmosphere” “Safety”

WT World Taekwondo Championships Satisfaction

Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree (base: Total, n=307, %)

12.7 13.4 20.5 20.8 20.8 18.9 28.3 25.1 37.5 21.5 28 28.7 27

43 45.9 39.7 43.3 33.9 45.3 41.4 37.8 38.8 40.1 27.7 37.5 32.9

41.4 38.4 35.8 32.9 37.1 28.3 28.7 32.2 32.2 29.3 23.1 24.8 27

Average(5) 4.22 3.80 4.07 3.97 3.72 3.81 4.03 3.71 4.20 3.97 3.93 3.91 4.03

Safety Transpor Hygiene Event Food & Event Event Parking Venue Grandsta Event Other Event tation Status Info Beverage Explanati Staffs Facilities Atmosph nd Mileston Tickets Pamphlet on ere e s

“Venue Atmosphere” “Safety”

WT World Taekwondo Championships Satisfaction

(base: Total, n=307, top2%) Foreigners(n=157) Domestic(n=150) 87.3 Safety 81.3 66.9 Transportation 65.3 77.7 Hygiene Status 73.3 76.4 Event Information 71.3 65.0 Food & Beverage 56.0 69.4 Event Explanation 60.0 77.7 Event Staffs 73.3 61.8 Parking Facilities 58.0 90.4 Venue Atmosphere 78.0 76.4 Grandstand 70.7 70.7 Event Milestone 65.3 61.1 Other Tickets 60.0 77.7 Event Pamphlets 64.0

“Recommend WT World Taekwondo Championships to others”

WT World Taekwondo Championships Satisfaction

(base: Total, n=307, %) Mean(5)

Overall Satisfied 13 48.5 35.5 4.16

Recommend WT World Taekwondo 9.1 43 45.6 4.31 Championships to others

Re-visit the WT World Taekwondo 13 48.5 35.5 4.28 Championships

Strongly Dissatisfied Dissatisfied Neither satisfied nor dissatisfied Satisfied Strongly Satisfied

“Recommend WT World Taekwondo Championships to others”

WT World Taekwondo Championships Satisfaction

(base: Total, n=307, top2%)

Foreigner(n=157) Assessment Domestic(n=150)

81.3 86.6 Overall Satisfied

Recommend WT World 86.7 90.4 Taekwondo Championships to others

Re-visit the WT World 86.0 84.1 Taekwondo Championships

32 Ⅰ Sport 3. Viewer

Summary

The 2017 Muju World Taekwondo Championships’ total TV Viewership was 9,387,220. The 7 Asia Pacific region recorded the highest viewership figures and China recorded the highest viewership for an individual market.

The 2017 Muju World Taekwondo Championships’ total TV Coverage was recorded at 8 232:39:22. The 2017 Muju World Taekwondo Championships coverage duration by broadcast types was Live 103:05:49, Recorded Live 126:32:30 and Highlights 3:01:03.

TV Viewership by Continents

EUROPE 671,800 TOTAL TV Viewership

9,387,200 ASIA PACIFIC 8,461,200

CENTRAL & SOUTH AMERICA AFRICA & 122,200 MIDDLE EAST 132,000

Region Classification

AFRICA & MIDDLE EAST: Pan Africa, Pan Middle East, South Africa ASIA PACIFIC: South Korea, Australia, China, Hong Kong, Indonesia, Japan, Malaysia, New Zealand, Philippines, Singapore, Taiwan, Thailand CENTRAL & SOUTH AMERICA: Brazil, Pan Latin America EUROPE: Albania, Austria, Belarus, Belgium, Bosnia & Herzegovina, Bulgaria, Croatia, Cyprus, Czech Rep, Denmark, Estonia, Finland, France, Georgia, Germany, Greece, Hungary, Iceland, Ireland, Israel, Italy, Latvia, Lithuania, Macedonia, Malta, Moldova, Montenegro, Netherlands, Norway, Poland, Portugal, Romania, Russia, Serbia, Slovakia, Slovenia, Spain, Sweden, Switzerland, Turkey, Ukraine, United Kingdom

TV Viewership by Countries

United Kingdom 48,000 Russia 187,000

Ireland Israel 6,800 South Korea 132,000 1,506,200

Spain 430,000 Mexico China 64,000 6,955,000

Brazil 53,200

Argentina 5,000

74.1% VIEWERSHIP

TOP 10 COUNTRY COUNTRY 10 TOP 16.0% 4.6% 2.0% 1.4% 0.7% 0.6% 0.5% 0.1% 0.1%

China South Spain Russia Israel Mexico Brazil United Ireland Argentina Korea Kingdom

TV Coverage by Continents

EUROPE 100:41:26 TOTAL TV Coverage 232:39:22 ASIA PACIFIC 57:08:56

CENTRAL & SOUTH AMERICA AFRICA & MIDDLE 46:49:00 EAST 28:00:00

Region Classification

TV Coverage by Countries

United Kingdom 9:00:00 Russia 47:15:00

Ireland Israel 9:00:00 South Korea 28:00:00 30:19:56

Spain 35:26:26 Mexico China 32:00:00 26:49:00

Brazil 13:49:00

Argentina 1:00:00

20.3%

15.2% 13.8% 13.0%

12.0% 11.5% COVERAGE 5.9% TOP 10 COUNTRY COUNTRY 10 TOP 3.9% 3.9% 0.4%

Russia Spain Mexico South Israel China Brazil United Ireland Argentina Korea Kingdom

1. Revenue 2. Media Value 3. Visitor Expenditure

38 1. Revenue

39 Ⅱ Economic 1. Revenue

Summary

2017 Muju World Taekwondo Championships generated a Total Revenue amount of $9,460,307. The State Government Subsidy recorded the highest revenue source 9 percentage(63.9%). Sponsorship was the next highest revenue source(20.6%) for the event.

The 2017 Muju World Taekwondo Championships main Revenue Summary source of revenue was the State Government Subsidy and Sponsorship revenue which totaled $5,516,667. State Government Subsidy 5,516,667 The event attracted a total Sponsorship revenue amount of Official Sponsors $1,774,111 including Official and Special sponsors. 1,759,111 Special Sponsors 15,000 The event collected a Competition Entry Fee of $94,500. The event was open and so there was no revenue Central Government Subsidy 1,000,000 generated from ticket sales. Accommodation 842,849 In total, the event raised Accommodation revenue of $842,849 and F&B Sales of $230,513. F&B Sales 230,513 Competition Entry Fee 94,500

Licensing 1,667 Total $9,460,307

$5,516,667

0.0%

11.6%

20.6% $1,774,111 63.9% $1,000,000 $842,849

$230,513 $94,500 $1,667

State Gov Sponsorship Central Gov State Gov Sponsorship Central Gov Accommodation F&B Sales Entry Fee Accommodation F&B Sales Entry Fee Licensing Licensing

42 Ⅱ Economic 2. Media Value

Summary

The 2017 Muju World Taekwondo Championships 100% TV Media Value was recorded at 10 $8,260,820. WT brand showed the most exposure time and the highest media value. Booyoung brand had the next highest exposure time and media value during the event.

11 The 2017 Muju World Taekwondo Championships 100% Online Media Value was recorded at $4,335,614. WT brand recorded the most Online Media exposure followed next by the KP&P brand.

2017 Muju World Taekwondo Championships 100% TV Media Value $8,260,820

Top TV Exposure by Brand Top 100% TV Media Value by Brand

EXPOSURE 100% MEDIA VALUE [hh:mm:ss] [$000‘s]

WT 83:16:06 1,839 Booyoung 75:27:49 1,576

KTA 47:03:43 940

KP&P 36:11:31 1,171 Jb Woori Capital 14:12:03 350 Jeonbuk Bank 11:35:03 297 Asiana 11:23:23 285 Kwangju Bank 9:35:55 260 Kukkiwon 8:40:44 174 adidas 8:34:33 252 AzGroup 7:49:59 180 TUSAH 6:11:26 168 Dae do 5:48:59 157 Mooto 4:59:06 140 TaiShan 1:59:28 76

2017 Muju World Taekwondo Championships 100% Online Media Value $4,335,614

TOP Online 100% Media Value by Brand TOP Online 100% Media Value by Tool

$2,738,490 Text $2,415,853

Presentation Backdrop $982,242

Chest Guard $486,661

$551,777 Event Backdrop $226,726

$167,536

$136,347 $131,981 Press Conference $132,098 WT KP&P Booyoung Kukkiwon AzGroup

* The World Taekwondo (WT) has rebranded its corporate identity from WTF to WT during the event period. The analysis results of WTF is representative of WT due to the circumstances above.

46 Ⅱ Economic 3. Visitor Expenditure

Summary

The 2017 Muju World Taekwondo Championships Total Visitor Expenditure amount was 12 recorded at $10,828,386.

2017 Muju World Taekwondo Championships Visitor Expenditure $10,828,386

Nielsen Sports utilised results via the on-site survey and total visitor numbers, to model the in scope total visitor economic impact from the World Championships.

We estimated a total of 27,207 In-Scope Visitors from the 2017 Muju World Taekwondo Championships. These visitors spent an average total of $398 per person across multiple nights; an average of 6 nights per person based on the on-site survey result Nielsen Sports conducted during the event period in Muju, South Korea.

Overall, the 2017 Muju World Taekwondo Championships lead to a direct Visitor Expenditure amount by In- Scope Visitors of $10,829,386.

27,207 IN-SCOPE VISITORS

$398 PER PERSON

TOTAL VISITOR $10,828,386 EXPENDITURE

1. Image 2. Tourism 3. Community Engagement 4. Event Issue

49 1. Image

50 Ⅲ Social 1. Image

Summary

Based on the on-site survey by the 2017 Muju World Taekwondo Championships visitors, the 13 host city Muju Image was mostly described as ‘Interesting’ and ‘Generous’.

Based on the on-site survey by the 2017 Muju World Taekwondo Championships visitors, the strongest Proposition that was agreed about the host city Muju, was the ‘Positive City Atmosphere’.

Based on the on-site survey by the 2017 Muju World Taekwondo Championships visitors, the Overall Assessment of the host city Muju was that they would like to ‘Re-Visit’ and ‘Recommend Muju to Others’.

“Interesting” “Generous”

‘Muju’ Image Before/After participating in the WT World Taekwondo Championships

Foreigner(n=157, top2%) Before Local(n=150, top2%) Before After After Interesting Interesting 10076.4 10077.3 80 80 High High Infrastructure 6072.6 Infrastructure 60 76.4 Unique 66.7 40 72.6 66.0 40 73.3 Unique 73.2 72.6 68.7 20 58.020 0 0

75.8 72.0 International 70.7 71.3 International 80.9 75.8 82.0 67.3 79.3 Generous 79.6 Generous Beautiful Beautiful 81.5 78.0

“Positive City Atmosphere”

Various propositions about ‘Muju’ Before/After participating in the WT World Taekwondo Championships

Before Foreigner(n=157,top2%) Before Local(n=150, top2%) After After Attractive Attractive 100 100 72.6 70.7 80 80 60 Residental 69.4 60 Preference 40 High Residental 4061.3 59.9 Reputation Preference High 56.7 20 55.3 20 64.7 47.8 53.5 50.7 55.3 Reputation 0 0

58.0 72.0 62.0 66.7 65.0 75.8 70.0 Destination for Positive City 79.3 Tourism Atmosphere Destination for Positive City Tourism Atmosphere

“Re-visit Muju” “Recommend Muju to Others”

Overall assessment of ‘Muju’ Before/After participating in the WT World Taekwondo Championships

Foreigner(n=157,top2%) Before Local(n=150, top2%) Before After After Overall, Overall, Satisfied Satisfied 100 100 73.9 80 80 74.0 60 60 72.0 40 40 67.3 20 20 0 0 63.7 61.1 62.0 64.7 66.2 68.2 76.0 78.7 Re-visit Recommend ‘Muju’ to Re-visit Recommend ‘Muju’ to ‘Muju’ Others ‘Muju’ Others

55 Ⅲ Social 2. Tourism

Summary

The Spending Characteristics for the visitors of the 2017 Muju World Taekwondo 14 Championships were, from highest to lowest, Transportation, Food & Beverage and Accommodation.

The Visitors Average Stay was recorded as 6 days and their most likely place of stay, during the event, was Resorts.

Visitors came to Muju mostly in Small Groups of 5 or less and the Average Number Of Acquaintances was 13.

The 2017 Muju World Taekwondo Championships attracted Non-Locals and Foreigners to the host city Muju and as a result increased the volume of Transportation.

Spending characteristics, from highest to lowest, “Transportation – Food & Beverage - Accommodation”

[Transportation] [Food & Beverage] [Accommodation]

32.6% 28.6% 20.8%

67 71 79

[Other] [Souvenir] [Moving [Other Expenses Tickets] in Muju] 6.9% 4.9% 4.7% 2.2%

93 95 95 98

Average Stay “6 Days” Foreigners location of stay mostly “Resort”

Duration of Stay in ‘Muju’ Location of Stay in ‘Muju’

(base: Non-local; Foreigner, n=299, %) (base: Non-local; Foreigner, n=299, %) More than 2 Weeks 25.8

22.4 22.1 3.3

16.7 1 Week 28.4 ~ 2 Week 29.1 Average 1 Day Stay ≒ 6 Days 6.7 3.7 3.0

10.7 16.1 2 Day

3 Days ~ 1 Week Domestic 7.7 43.7 2.1 23.9 11.3 5.6 5.6 (n=142) Foreigner 42.0 3.2 40.1 10.2 2.5 1.9 .6 (n=157)

“Mostly visited Muju with small groups of 5 or less” “Average number of Acquaintances was overall, 13”

Number of companion to ‘Muju’ Number of companion to ‘Muju’(Include Respondent)

(base: Total, n=307, %) (base: Total, n=307, %)

29.3 25.1

7.2 17.3 16.6 1~5 11.1 35.2 Average 40.7 6~10 Acquaintance 2.9 2.9 ≒ 13.4 11~30 31~80

Fellow Family/ Friends Colleague Other Alone Couple 16.9 Sports Relatives Club Domestic 10.0 41.3 12.7 22.0 9.3 3.3 3.3 (n=150) Foreigner • Domestic average acquaintance : 14.1 47.8 9.6 21.7 11.5 12.7 2.5 2.5 (n=157) • Foreign average acquaintance : 12.8

“Taekwondo Event attracted Non-Locals & Foreigners to Muju” “Taekwondo Event vitalized the amount of Transportation in Muju”

Purpose of Visit Use of Transportation

(base: Non-local & Foreigner, n=299, %) (base: Total, n=307, %)

64.5 33.6 30.9 28.7

30.1 14.0 8.8

5.4 2.9 1.0

WT Spectator WT Tournament Other(Business, etc) Car Airplane Express Other Local Bus Taxi Train Entry Bus Non-Local Domestic Domestic 93.0 1.4 5.6 (n=150) 65.3 0.0 16.7 17.3 1.3 0.7 0.0 (n=142) Foreigner Foreigner( (n=157) 3.2 60.5 40.1 10.8 15.9 5.1 1.9 n=157) 38.9 56.1 5.1

61 Ⅲ Social 3. Community Engagement

Summary

15 Various Community Engagements related to the 2017 Muju World Taekwondo Championships occurred before and after the event. The five listed below had the biggest impact and scale among the various community engagements held throughout the event.

• World Taekwondo Culture Expo

• KBS Comedy Show for Muju Taekwondo

• D-100 ‘Taekwon-For-All’ Event

• KBS Open Concert

• Muju Taekwondo World Music Festa

WORLD TAEKWONDO CULTURE EXPO

World Taekwondo Culture Expo was held in Jeonbuk provincial square in advance of the successful hosting of the 2017 Muju World Taekwondo Championships.

▶ Organizer: Local Organizing Committee

▶ Venue: Jeonbuk Provincial Square, South Korea

▶ Participants: 2,000

KBS COMEDY SHOW FOR MUJU TAEKWONDO

KBS Broadcast station comedians wished Muju luck in hosting the upcoming 2017 Muju World Taekwondo Championships by opening a variety of comedy shows for the local Muju community.

▶ Organizer: Local Organizing Committee

▶ Venue: T1 Arena Muju, South Korea

▶ Participants: 1,100

D-100 ‘TAEKWONDO-FOR-ALL’ EVENT

2017 Muju World Taekwondo Championships D-100 special ‘Taekwond-For-All’ event with various Taekwondo exhibitions, displays and performances held to wish good luck for the hosting of a successful event.

Local Organizing Committee ▶ Organizer:

Gwanghwamun Square, Seoul, South Korea ▶ Venue:

1,500 ▶ Participants:

KBS OPEN CONCERT

KBS Broadcast station held an Open Concert for the local Jeonju community members to wish for the successful hosting of the 2017 Muju World Taekwondo Championships.

▶ Organizer: Local Organizing Committee

▶ Venue: Vision College of Jeonju, South Korea

▶ Participants: 13,000

MUJU TAEKWONDO WORLD MUSIC FESTA

During the 2017 Muju World Taekwondo Championships period, a daily music concert was held for the local community members, inviting the most famous Korean artists and singers.

▶ Organizer: Korea National University of Arts

▶ Venue: T1 Arena, Muju, South Korea

▶ Participants: 2,000 (Daily)

66 Ⅲ Social 4. Event Features

Summary

16 The 2017 Muju World Taekwondo Championships had many Event Features that enlightened the tournament. Among the various event features, the four listed below were the key features that displayed the World Taekwondo Championships’ powerful social impact.

• World Taekwondo(WT), A New Federation Brand

• Moon Jae-In, President of the Republic of Korea

• Chang Ung, Democratic People’s Republic of Korea International Olympic Committee(IOC) Member

• Thomas Bach, President of the International Olympic Committee(IOC)

The World Taekwondo (WT) launches new federation brand

“The World Taekwondo Federation(WTF) launched its new federation brand as World Taekwondo (WT) during the 2017 Muju World Taekwondo Championships”

The 2017 Muju World Taekwondo Championships was a celebration for both the federation and the athletes. The World Taekwondo Federation, the formally known acronym WTF, has re-branded its corporate brand as the World Taekwondo (WT).

The re-brand has solved the negative connotation problems that evolved in the new digital age. The new brand retains the “kicking athlete” from the past design and is colored in five colors of the Olympic ring to represent the leadership role in Olympic taekwondo.

The president of the World Taekwondo cherished the newly World Taekwondo(WT) brand commenting that the new brand is superb in its simplicity and represents its straightforward global presence.

After the 2017 Muju World Taekwondo Championships, the new brand was incorporated in all official communications, marketing materials and merchandises related to the World Taekwondo (WT).

Moon Jae-In, President of the Republic of Korea

“The president of the Republic of Korea, Moon Jae-In visits the 2017 Muju World Taekwondo Championships, becoming the first national president to visit the event”

The president of South Korea, Moon Jae-In visited Muju to praise Korea’s national sport, Taekwondo and one of its biggest sporting events held on Korea’s national soil.

The South Korea president spoke of his high hopes for the success of the event and also, wished the event to be a festival of peace and harmony between the two Koreas, North and South.

As the North Korea’s taekwondo demonstration team, hosted by the International Taekwondo Federation(ITF), visited Muju to stage a great taekwondo performance, Mr. Moon congratulated the North Korea based ITF taekwondo demonstration team with great applause and shook the hand of every member following their spectacular performance in Muju.

Taekwondo served as the mediator between the two nations, North and South Korea, and Mr. Moon showed how the sport could be used to send a diplomatic message to the North Korean representatives for a peaceful future relationship.

Chang Ung, Democratic People’s Republic of Korea International Olympic Committee(IOC) Member

“The Democratic People’s Republic of Korea International Olympic Committee(IOC) Member, Chang Ung, visits Muju to commemorate the 2017 Muju World Taekwondo Championships”

At the opening of the 2017 Muju World Taekwondo Championships, the visit of Mr. Ung was a moment of celebration for the Korea peninsula as Taekwondo opened up peaceful dialogue between North and South Korea.

Moon Jae-In, president of the Republic of Korea greeted Mr. Ung and discussed hopes of a unified team for the 2018 Winter Olympics Games in Pyeongchang.

Although Mr. Ung ruled out the idea of a North-South unified team due to the unrealistic and difficult present political climate, it was clear that the 2017 Muju World Taekwondo Championships set the atmosphere for future harmony between the two separate nations to once again be a united country.

In line with Mr. Ung’s visit, the International Taekwondo Federation led by a North Korean Delegation visited Muju and staged a historic Taekwondo demonstration performance during the opening and closing ceremony of the event.

Thomas Bach, President of the International Olympic Committee

“The president of the International Olympic Committee(IOC) Thomas Bach, visits Muju, South Korea to celebrate the 2017 Muju World Taekwondo Championships”

The 2017 Muju World Taekwondo Championships held in Muju, South Korea was an event full of valuable guests such as the IOC President, Thomas Bach.

Bach congratulated the World Taekwondo Federation(WT) on its successful track record and said Taekwondo and Olympism “share the same values” and that “Taekwondo is about more than just sport, it is a philosophy of life.”

During his visit, Bach praised how global Taekwondo has become starting from a national sport in Korea. Bach spoke of how impressed he was by the work of the World Taekwondo(WT) in supporting refugees. World Taekwondo(WT) had invited a refugee team to participate in the event.

The president participated in a special Symposium on “Olympism and Good Governance” and also, praised the academic symposium the World Taekwondo held during the event period.

The IOC President wished to be part of the bright moment of Taekwondo’s future growth and praised the exciting Taekwondo momentum towards the next Summer Olympics in Toyko 2020..

72 Appendix 1. World Taekwondo Championships Legacy

Most times hosted: The inaugural World Taekwondo Championships was held in 1973 in Seoul, South Korea. 7 – South Korea Since then, 23 male editions(16 female editions) have taken place and already London, United Kingdom has been named 2 - United States, China, Spain, the next city to host the 24th World Taekwondo Denmark, Germany Championships.

Of all the events held through 1973-2017, the Championships Continental hosting distribution, have been held in Asia ten times and in Europe nine times. 1973 - 2017: In total, 19 cities from 12 nations have hosted the World Taekwondo Championships. Among these nations, South Asia Europe Pan America Korea have hosted the event seven times and United States, China, Germany, Denmark and Spain have hosted the event twice.

5 Taking into account the 10 most recent editions from 1999- 2017,, Europe and Asia have hosted it the most often, wich both continents hosting it four times each. 10

World Taekwondo Championships, 1999 - 2017 8 Edition Year City Nation Continent

14th 1999 Edmonton Canada North America

15th 2001 Jeju South Korea Asia 10 Most recent editions, 1999 - 2017: Garmisch- 16th 2003 Germany Europe Partenkirchen 17th 2005 Madrid Spain Europe 1

18th 2007 Beijing China Asia 1 4 19th 2009 Copenhagen Denmark Europe

20th 2011 Gyeongju South Korea Asia

st 21 2013 Puebla Mexico South America 4

22nd 2015 Chelyabinsk Russia Europe

rd 23 2017 Muju South Korea Asia Asia Europe South America North America

World Taekwondo Championships 2015

City: Chelyabinsk

Nation: Russia

Venues: Traktor Arena 2015

Participants - Total 1600

Athletes - Total 872

Male / Female 524 / 348

Nations 139

World Taekwondo Championships 2013

City: Puebla

Nation: Mexico

Venues: Exhibition Center of Puebla

2013

Participants - Total 1500

Athletes – Total 811

Male / Female 489 / 322

Nations 130

The World Taekwondo (WT) is the International Federation(IF) governing the sport of Taekwondo.

Since established in May 28th 1973, the World Taekwondo (WT) has set off to be now one of the biggest and most popular sports category worldwide.

Taekwondo was first confirmed as a core Olympic sport at the Sydney 2000 Olympic Games and has remained an important part of the Olympic Games ever since.

Earning its confirmation as an official sport in the Sydney 2000 Olympic Games, the sport of Taekwondo has left its global milestone ever since.

Successful competitions at the Beijing 2008, London 2012 and Rio 2016 have helped grow taekwondo around the world and the sport was recently confirmed on the core programme for Tokyo 2020.

The number of World Taekwondo (WT) Member National Associations is currently 208, spanning over five continents.

World Taekwondo (WT)

No. of Member National 208 Associations

Continental Reach 5

Source: World Taekwondo (WT), Aug 2017

Date: 24 June – 30 June 2017

Location: Muju, South Korea

Venue: T1 Arena

Owner: World Taekwondo

Organiser: Muju Local Organizing Committee

The 2017 Muju World Taekwondo Championships was held in Muju, South Korea.

The 2017 Muju World Taekwondo Championships was a recording breaking event with more athletes from more countries competing than ever before.

The 2017 Muju World Taekwondo Championships was also the first event by an International Federation(IF) to include the participation of a refugee athlete, who competed as a member of the World Taekwondo(WT) team.

The event attracted many prestigious guests including the president of the International Olympic Committtee(IOC), Thomas Bach, and the IOC Member from North Korea, Chang Ung. Also in attendance was the president of the Republic of Korea, Moon Jae-in, who commemorated the event with a welcoming speech.

The North Korea based demonstration team from the International Taekwondo Federation(ITF) were invited to perform a special routine alongside the WT demonstration team during the opening and closing ceremonies.

The event took place in the state-of-the-art, T1 Arena, which has a maximum capacity of 4,523.

Venue: T1 Arena, Taekwondowon

Capacity: 4,523 (Arena)

Facilities: Arena, Stand (public seating, handicapped seating, VIP area, media booth)

The Taekwondowon is located in Muju, South Korea and it covers an area of 2,314,000 square meters. Opened in April 2014, visitors can experience the Korea’s traditional martial art, Taekwondo, by exploring the area.

The Taekwondowon is the largest Taekwondo focused training space in the world for professional athletes and for anyone interested in learning and in being part of Taekwondo.

Specially built for Taekwondo, Taekwondowon is dedicated for international competitions, training and educational research related to Taekwondo.

The T1 Arena, located inside the Taekwondowon, was the main arena for hosting the 2017 Muju World Taekwondo Championships. The T1 Arena has a seating capacity of 4,523 also including handicapped and VIP seating areas.

The Taekwondowon has other special facilities such as the Taekwondo Museum and the Exhibition Center where visitors can learn about the history of Taekwondo and experience the traditional sport hand to hand.

Muju

Size: 631.87㎢ Population: 25,220 (2017) Bio Muju is located in the south-west part of the South Korea peninsula. Muju is named as a new economic hub city in the Korean midland.

South Korea

Size: 100,032㎢ Population: 51,736,224 (2017) Bio: South Korea occupies the southern portion of the Korean Peninsula, which extends 1,100km from the Asian midland.

Major Global Sports Events held in South Korea, 2010 - 2018

Year Sport Event City 2010- F1 Formula 1 Korean Grand Prix Yeongam 2013 2011 Athletics IAAF World Championships Daegu Daegu

2011 Taekwondo WTF World Taekwondo Championships Gyeongju

2015 Multi-Sport Universiade Gwangju 2015 Gwangju

2015 Taekwondo WTF World Cadet Taekwondo Championships Muju Suwon, Jeonju, Daejun, 2017 Soccer FIFA U-20 World Cup Korea Jaeju, Incheon, Cheonan 2017 Taekwondo Muju World Taekwondo Championships Muju

2018 Olympics 2018 Pyeongchang Winter Olympics Pyeongchang

Continent Nations Continent Nations Algeria Afghanistan Burundi Bangladesh Botswana Bhutan Burkina Faso Brunei Darussalam Congo Cambodia Cote d'Ivoire People's Republic of China Cameroon Hong Kong, China Democratic Republic of the Congo Indonesia Comoros India Cape Verde Islamic Republic of Iran Djibouti Iraq Egypt Jordan Ethiopia Japan Gabon Kazakhstan Ghana Kyrgyzstan Kenya Republic of Korea Libya Saudi Arabia Liberia Lao People's Democratic Republic Lesotho Lebanon Morocco Macao, China Africa Malawi Asia Malaysia Mali Mongolia Mozambique Myanmar Mauritius Nepal Mauritania Oman Nigeria Pakistan Niger Philippines Rwanda Palestine Senegal Qatar Sierra Leone Singapore South Sudan Sri Lanka Sao Tome and Principe Syrian Arab Republic Sudan Thailand Swaziland Tajikistan Seychelles Turkmenistan United Republic of Tanzania Democratic Republic of Timor-Leste Togo Chinese Taipei Tunisia United Arab Emirates Uganda Uzbekistan Zambia Vietnam Zimbabwe Yemen

Continent Nations Continent Nations Albania Slovenia Nations Andorra San Marino Armenia Serbia Austria Switzerland Azerbaijan Slovakia Belgium Sweden Bosnia and Herzegovina Turkey Belarus Ukraine Bulgaria Croatia Cyprus Czech Republic Denmark Spain Estonia Finland France Great Britain Georgia Europe Germany Europe Greece Hungary Ireland Iceland Israel Italy Kosovo Latvia Lithuania Luxembourg Republic of Moldova Former Yugoslav Republic of Macedonia Malta Netherlands Norway Poland Portugal Romania Russian Federation

Continent Nations Continent Nations Argentina Australia Aruba Fiji Barbados French Polynesia Bolivia Kiribati Brazil Marshall Islands Canada New Caledonia Curacao New Zealand Chile Papua New Guinea Colombia Samoa Costa Rica Solomon Islands Cuba Tonga Dominican Republic Tuvalu Ecuador Vanuatu French Guiana Guadeloupe Grenada Pan- Guatemala Guyana Oceania America Haiti Honduras Jamaica Saint Lucia Mexico Nicaragua Panama Paraguay Peru Puerto Rico Saint Kitts and Nevis Suriname Trinidad and Tobago Uruguay United States of America Venezuela St Vincent and the Grenadines

Event Medal Name Nation GOLD KIM Tae-Hun KOR SILVER HADIPOUR SEIGHALANI Armin IRI Men -54kg BRONZE DELL'AQUILA Vito ITA BRONZE SAWEKWIHAREE Ramnarong THA GOLD JEONG Yun-Jo KOR SILVER ARTAMONOV Mikhail RUS Men -58kg BRONZE NAVARRO Carlos MEX BRONZE TORTOSA CABRERA Jesus ESP GOLD ZHAO Shuai CHN SILVER HOSSEINI Mirhashem IRI Men -63kg BRONZE MAMMADOV Mahammad AZE BRONZE SINDEN Bradly GBR GOLD LEE Dae-Hoon KOR SILVER HUANG Yu-Jen TPE Men -68kg BRONZE ABUGHAUSH Ahmad JOR BRONZE DALAKLIEV Vladimir BUL GOLD KHRAMTCOV Maksim RUS SILVER RAFALOVICH Nikita UZB Men -74kg BRONZE HAJIZAVAREH Masoud IRI BRONZE SARYMSAKOV Kairat KAZ GOLD BEIGI HARCHEGANI Milad AZE SILVER KOTKOV Anton RUS Men -80kg BRONZE COOK Aaron MDA BRONZE SANSUM Damon GBR GOLD BACHMANN Alexander GER SILVER LARIN Vladislav RUS Men -87kg BRONZE IN Kyo-Don KOR BRONZE TRAJKOVIC Ivan SLO GOLD ISSOUFOU Abdoul NIG SILVER CHO Mahama GBR Men +87kg BRONZE KUZNETSOV Roman RUS BRONZE OBAME Anthony GAB

Event Medal Name Nation GOLD SIM Jae-Young KOR SILVER TRUONG Thi Kim Tuyen VIE Women -46kg BRONZE CHARANAWAT Napaporn THA BRONZE RAMIREZ VARGAS Andrea COL GOLD STANKOVIC Vanja SRB SILVER WONGPATTANAKIT Panipak THA Women -49kg BRONZE TOMIC Kristina CRO BRONZE WENREN Yuntao CHN GOLD AGRIS Zeliha TUR SILVER KUDASHOVA Tatiana RUS Women -53kg BRONZE MAMADIBRAGIMOVA Dinorahon UZB BRONZE TARVIDA Inese LAT GOLD LEE Ah-Reum KOR SILVER ILGUN Hatice Kubra TUR Women -57kg BRONZE GLASNOVIC Nikita SWE BRONZE JONES Jade GBR GOLD GBAGBI Ruth CIV SILVER ALIZADEH ZENOORIN Kimia IRI Women -62kg BRONZE KIM So-Hee KOR BRONZE KUZMINA Tatiana RUS GOLD TATAR Nur TUR SILVER Mc PHERSON Paige USA Women -67kg BRONZE KIM Jan-Di KOR BRONZE ZHANG Mengyu CHN GOLD MANDIC Milica SRB SILVER OH Hyeri KOR Women -73kg BRONZE ESPINOZA Maria MEX BRONZE OOGINK Reshmie NED GOLD WALKDEN Bianca GBR SILVER GALLOWAY Jackie USA Women +73kg BRONZE AN Saebom KOR BRONZE ZHENG Shuyin CHN

TV MEDIA CHANNEL COVERAGE TV VIEWERSHIP (hh:mm:ss)

BBC Red Button (GBR) 18:00:00 54,800 Sport 1 (ISR) 14:55:00 60,000 Match Arena (RUS) 12:15:00 90,000 CCTV 5+ (CHN) 11:12:00 293,000 Sport 1 HD (ISR) 11:00:00 60,000 Live Teledeporte (ESP) 10:13:23 129,000 SporTV2 (BRA) 9:46:00 28,590 CCTV 5 (CHN) 6:47:00 4,883,000 KBS N Sports (KOR) 4:04:37 45,000 Sport 2 (ISR) 2:05:00 12,000 SporTV3 (BRA) 1:42:00 12,250 KBS1 (KOR) 1:05:49 739,800 Total 103:05:49 6,407,440

TV MEDIA CHANNEL COVERAGE TV VIEWERSHIP (hh:mm:ss) Match Arena (RUS) 35:00:00 97,000 Claro Sports (MEX) 32:00:00 64,000 Teledeporte (ESP) 25:06:01 261,000 Recorded Live KBS N Sports (KOR) 23:25:29 322,400 CCTV 5+ (CHN) 7:30:00 173,000 SporTV3 (BRA) 2:21:00 12,360 CCTV 5 (CHN) 1:10:00 1,261,000 Total 126:32:30 2,190,760

TV MEDIA CHANNEL COVERAGE TV VIEWERSHIP (hh:mm:ss) TyC Sports (ARG) 1:00:00 5,000 KBS1 (KOR) 0:58:04 226,000 Highlights KBS2 (KOR) 0:45:57 173,000 CCTV 5 (CHN) 0:10:00 345,000 Teledeporte (ESP) 0:07:02 40,000 Total 3:01:03 789,000

The 100% TV Media Value analysis period for the 2017 TV Media Value Muju World Taekwondo Championships was from June 23rd to July 2nd. The analysis period covers the whole Analysis Period: 23/06/17 – 02/07/17 actual event period which was from June 24th to June 30th ▪ Live ▪ Highlights TV Program Types: with an additional 1~2 days expanding in order to capture ▪ Re-live any additional highlights that may follow after the event TV Channels: ending. Over 100+ TV Panels ▪ Europe The 100% TV Media Value was produced considering the ▪ Asia Pacific Continental Reach ▪ Central & South America following media medium; Live, Recorded Live and ▪ Africa & Middle East Highlights. ▪ Oceania

The media broadcast was analyzed within a global ▪ Russia ▪ Italy spectrum of 5 global continents, more than 20 countries ▪ Spain ▪ Kazakhstan and reaching over 100+ TV channels. National Reach: ▪ Netherlands ▪ China ▪ South Korea ▪ Iran ▪ Pan Middle East ▪ etc The 2017 Muju World Taekwondo Championships resulted in a total broadcast time of 232:39:22.

TV Live recorded a total broadcast time of 126:32:30 TV Broadcast Time hh:mm:ss during the analysis period. TV Recorded Live 126:32:30 TV Recorded Live(Re-live) covered a total broadcast time of 103:05:49 during the analysis period. TV Live 103:05:49

TV Highlights recorded a total broadcast time of 3:01:03 TV Highlights 3:01:03 during the analysis period. Total 232:39:22

Exposure 100% Media Brand Tool Duration QI Score QI Media Value Value (hh:mm:ss) Event Backdrop 29:27:07 633,565 0.17 110,446 Static Board 15:59:02 398,052 0.16 65,028 TVGI 15:33:20 351,109 0.32 112,824 WT* LED Board 09:15:31 215,862 0.36 77,670 Presentation Backdrop 07:38:25 107,838 0.38 41,127 Mini Board 02:18:18 59,698 0.19 11,315 Total 80:11:43 $1,766,124 0.27 $418,411 Event Backdrop 46:53:56 908,601 0.17 154,403 Static Board 10:19:21 291,184 0.19 55,381 Booyoung LED Board 09:40:50 203,976 0.36 73,888 Presentation Backdrop 06:30:30 103,173 0.37 38,015 Stadium 02:03:03 69,489 0.24 16,359 Total 75:27:40 $1,576,423 0.27 $338,046 Chest Guard 14:30:44 496,840 0.32 158,192 LED Board 09:45:00 323,682 0.27 70,467 KP&P Helmet 04:24:59 164,029 0.30 49,157 Event Backdrop 02:55:00 107,243 0.14 15,480 Presentation Backdrop 04:31:20 77,151 0.31 23,502 Total 36:06:47 $1,168,945 0.27 $316,799 Event Backdrop 39:44:35 775,251 0.16 120,111 KTA LED Board 03:14:14 91,588 0.40 37,068 Presentation Backdrop 04:04:57 73,897 0.30 21,867 Total 47:03:46 $940,736 0.29 $179,046 Static Board 04:31:02 138,433 0.19 25,986 JB Woori Presentation Backdrop 06:11:18 99,437 0.37 36,641 Capital LED Board 03:04:37 96,632 0.39 37,296 Event Backdrop 00:25:18 15,979 0.18 2,733 Total 14:12:15 $350,481 0.28 $102,656 Static Board 03:54:09 125,317 0.19 24,057 Jeonbuk LED Board 03:00:46 96,871 0.40 38,507 Bank Presentation Backdrop 04:26:33 67,913 0.31 21,341 Event Backdrop 00:13:41 7,345 0.19 1,366 Total 11:35:09 $297,447 0.27 $85,271 Static Board 07:09:52 165,882 0.15 25,479 Asiana LED Board 03:02:49 94,256 0.41 38,675 Presentation Backdrop 01:10:43 24,540 0.27 6,463 Total 11:23:24 $284,678 0.28 $70,617

*The Tools listed for WT brand in the table are selective and thus not a total representation of the Brand’s Total Media Value

Exposure 100% Media Brand Tool Duration QI Score QI Media Value Value (hh:mm:ss) Static Board 03:39:20 116,230 0.22 24,281 Kwangju Bank LED Board 02:42:45 86,134 0.41 35,345 Presentation Backdrop 03:10:43 55,094 0.27 15,181 Event Backdrop 00:03:00 2,585 0.17 440 Total 09:35:48 $260,043 0.27 $75,248 LED Board 3:38:32 95,833 0.39 37,452 Kukkiwon Presentation Backdrop 4:58:25 74,520 0.31 22,871 Event Backdrop 0:03:46 3,334 0.22 721 Total 08:40:44 $173,687 0.31 $61,043 Apparel 2:34:26 101,442 0.30 30,147 LED Board 2:17:18 80,196 0.40 31,854 adidas Presentation Backdrop 3:39:55 67,439 0.26 18,057 Gloves 0:02:45 2,641 0.29 773 Equipment 0:00:10 241 0.24 58 Total 08:34:33 $251,959 0.30 $80,888 LED Board 03:01:44 91,571 0.42 38,408 AzGroup Presentation Backdrop 04:29:36 76,043 0.33 24,865 Event Backdrop 00:18:46 12,492 0.19 2,370 Total 07:50:06 $180,106 0.31 $65,642 LED Board 02:02:16 73,608 0.38 28,063 Presentation Backdrop 03:37:01 73,068 0.24 17,917 TUSAH Apparel 00:31:24 20,675 0.27 5,436 Gloves 00:00:14 269 0.36 97 Total 06:10:55 $167,620 0.31 $51,513 LED Board 02:15:45 81,131 0.39 31,938 Presentation Backdrop 03:16:37 61,237 0.28 16,801 Daedo Apparel 00:16:14 14,496 0.27 3,949 Promotional Signage 00:00:04 240 0.21 50 Total 05:48:40 $157,104 0.29 $52,737 LED Board 01:46:48 69,192 0.42 28,926 Mooto Presentation Backdrop 02:57:40 61,278 0.29 17,773 Apparel 00:14:49 9,101 0.28 2,594 Total 04:59:17 $139,571 0.33 $49,294 LED Board 01:49:25 70,631 0.42 29,620 TaiShan Presentation Backdrop 00:09:55 5,351 0.32 1,687 Total 01:59:20 $75,982 0.37 $31,307

- WT(1) - - WT(2) - - Booyoung(1) -

- Booyoung(2) - - KP&P - - KTA -

- Jeonbuk Bank - - AzGroup- - JB Woori Capital -

- Asiana - - Kwangju Bank - - adidas -

- Event Backdrop - - TVGI - - LED Board -

- Mini Board - - Static Board - - Presentation Backdrop -

The Online Media Value(100%) for the 2017 Muju Online Articles World Taekwondo Championships was analyzed using a specific search term and analysis period both Analysis Period: 01/06/17 – 02/07/17 agreed beforehand with the World Taekwondo (WT).

Nielsen Sports conducted the Online Media analysis Search Term ‘Muju’ using the search term ‘Muju’ translated in the following ▪ English 8 languages: ▪ Chinese ▪ Japanese • English ▪ Russian Languages • Chinese ▪ Spanish • Japanese ▪ French • Russian ▪ German ▪ Arab • Spanish • French • German Online Articles • Arab Article Total 9,633 The total number of Online Articles related to the event recorded a number of 9,633. Also, the total number of Number of Mentions 10,489 mentions related to the event recorded 10,489. The Online Articles resulted in 122 national reach and Continental Reach 5 covered all 5 continents. National Reach 122

100% Media Brand Tool* Mentions QI Media Value Value Text 5,426 2,403,447 652,576 Presentation Backdrop 412 167,008 64,292 Chest Guard 293 104,886 29,303 Press Conference 81 40,498 17,758 WT Event Backdrop 30 15,374 5,182 Static Board 25 6,127 1,673 Mini Board 16 936 301 Interview Backdrop 35 213 72 Total 6,318 $2,738,490 $771,157 Chest Guard 979 381,774 119,511 Presentation Backdrop 67 95,402 34,041 Press Conference 22 43,342 15,869 KP&P Helmet 183 23,324 7,164 Event Backdrop 8 6,135 1,700 LED Board 15 1,800 539 Total 1,274 $551,777 $178,825 Presentation Backdrop 304 118,195 41,917 Event Backdrop 23 22,238 6,690 Booyoung Static Board 30 20,317 6,553 Press Conference 26 6,774 3,045 Text 11 10 4 Total 394 $167,536 $58,209 Presentation Backdrop 273 102,763 37,729 LED Board 120 14,245 4,561 Kukkiwon Text 16 12,318 1,887 Press Conference 14 6,646 2,991 Event Backdrop 2 374 112 Total 425 136,347 47,280 Presentation Backdrop 244 115,250 42,931 Event Backdrop 2 10,098 3,029 AzGroup Press Conference 22 6,611 3,288 LED Board 1 22 8 Total 269 $131,981 $49,257

*The Tools listed for WT brand in the table are selective and thus not a total representation of the Brand’s Total Online Value

100% Media Brand Tool* Mentions QI Media Value Value Presentation Backdrop 235 107,560 42,715 Static Board 7 6,417 2,221 Jeonbuk Bank Press Conference 11 4,205 1,892 Event Backdrop 2 84 25 Total 255 $118,266 $46,853 Presentation Backdrop 172 81,386 30,788 Kwangju Bank Static Board 2 6,605 2,268 Press Conference 8 2,491 1,121 Total 182 $90,482 $34,177 Presentation Backdrop 78 75,005 32,142 Asiana Press Conference 5 2,668 808 Static Board 1 3 1 Total 84 $77,676 $32,951 Presentation Backdrop 83 52,789 19,658 KTA Event Backdrop 5 5,934 1,938 Press Conference 5 2,603 1,172 Total 93 $61,326 $22,767 Presentation Backdrop 94 57,245 20,843 Press Conference 13 3,755 1,433 adidas Text 1 78 8 LED Board 3 11 4 Total 111 $61,089 $22,288 Presentation Backdrop 80 44,186 15,539 Press Conference 15 7,445 2,420 Daedo LED Board 31 5,289 1,376 Jersey 5 3,733 1,019 Total 131 $60,653 $20,354 Presentation Backdrop 83 41,144 17,021 Mooto Press Conference 2 2,441 1,099 Total 85 $43,585 $18,120 Presentation Backdrop 42 38,157 16,026 TaiShan Press Conference 4 128 56 Total 46 $38,284 $16,082

*The Tools listed for WT brand in the table are selective and thus not a total representation of the Brand’s Total Online Value

100% Media Brand Tool* Mentions QI Media Value Value Presentation Backdrop 98 25,600 8,199 JB Woori Event Backdrop 2 10,098 3,029 Capital Press Conference 8 2,491 1,121 Static Board 1 11 4 Total 109 $38,199 $12,353 Presentation Backdrop 20 16,943 7,621 TUSAH LED Board 4 2,980 1,043 Total 24 $19,923 $8,664

*The Tools listed for WT brand in the table are selective and thus not a total representation of the Brand’s Total Online Value

Estimating In-Scope Visitors

TOTAL ENTRY, NO IN-SCOPE SPECATOR ENTOURAGE NATURE VISITORS

Based on Local Based on survey Based on survey Organizing results results Committee Total Attendance Estimates – – – – 30% visitation for 5.5% visitation was Entry, Entourage Nielsen contrasts the WT tournament for other reasons – these with Entry and also, except for the WT No Nature estimates provided associated Event by On-Site Survey Entourage Research

Calculation

42,181 12,654 2,320 27,207 Total Entry, Entourage No Nature In-Scope Visitors

The process of estimating the number of In-Scope Visitors was broken down in to 4 steps. The total estimated spectator number was provided by the Local Organizing Committee which was inclusive of all participants during the event period. In order to conclude a more precise number, Nielsen Sports sorted out the number of Entry, Entourage and No Nature visitors to deduct a closer figure of visitors that fits the Visitor Expenditure calculation.

Based on the survey results, 30% of the visitors were accustomed to the 2017 Muju World Taekwondo Championships ‘Entry’ and also included the number of associated team ‘Entourages’ that came along to the event.

Based on the survey results, 5.5% of the ‘No Nature’ attendees’ whom visited Muju was not their primary purpose to attend the 2017 Muju World Taekwondo Championships.

Excluding the ‘Entry’, ‘Entourage’ and ‘No Nature’ attendees, we estimated a total of 27,207 In- Scope Visitors to closely figure the visitor expenditure amount during the 2017 Muju World Taekwondo Championships.

“Average Spending per visitor $398”

Expense to Muju $124 Expense to Muju (n=307, USD) $83 Accommodation 150 Moving Expenses in Muju Food & Beverage $61 124 Other 100

Other $43 43 50 25

Other 34 0 Accommodation Other Purchase $34 Purchase 83 17 11 Moving Expenst in Muju $25 Souvenirs 61 Other Souvenirs $17 Tickets Food & Beverage Other Tickets $11

Awareness Analysis of the host city ‘Muju’

Before After Increase Rate(%) n % n % Total 166 100.0 190 100.0 114.5

Local 82 49.4 99 52.1 120.7 National Foreigner 84 50.6 91 47.9 108.3

15~18 16 9.6 16 8.4 100.0

19~29 53 31.9 68 35.8 128.3

Age 30~39 32 19.3 37 19.5 115.6

40~49 41 24.7 48 25.3 117.1

50+ 24 14.5 21 11.1 87.5

Taekwondo Yes 131 78.9 149 78.4 113.7 Experience No 35 21.1 41 21.6 117.1

1 42 32.1 46 30.9 109.5

2 26 19.8 26 17.4 100.0 Taekwondo 3 20 15.3 21 14.1 105.0 ‘Dan’ 4 12 9.2 21 14.1 175.0

5+ 21 16.0 23 15.4 109.5

“The Awareness of Muju increased at a rate of 114.5% after the visit of the 2017 Muju World Taekwondo Championships. The visitors in their 20s had the highest increase rate of 128.3% among the other categories. Also, despite having no Taekwondo experience, the awareness of Muju increased at a rate of 117.1%.”

Satisfaction Importance High Category Overkill Keep Up (Points) (%)

Safety 4.22 17.4 Venue Transportation 3.80 4.5 Safety Atmosphere Hygiene Status 4.07 0.6 Hygiene Event Information 3.97 10.5 Status Pamphlet Staffs Food & Beverage 3.72 8.7 Grandstand Event Explanation 3.81 12.1 Satisfaction Other Tickets Event Staffs 4.03 22.0 Event Information Event Parking Facilities 3.71 6.7 Transportation Milestone Venue Atmosphere 4.20 26.0 Event Parking Grandstand 3.97 4.7 Explanation Food Event Milestone 3.93 21.9 & Beverage Other Tickets 3.91 0.0 Low Priority Concentrate

Event Pamphlets 4.03 13.0 Low Importance High

“The Importance Performance Analysis(IPA) results showed Venue Atmosphere, Safety and Staff as highly satisfied and important among the visitors, which indicates future tourism targets for the World Taekwondo Championships.”

IPA Importance Performance Analysis

IPA is divided into four areas, each of which is composed of Satisfaction level and High Importance, and it is analyzed to derive Overkill Keep up strategic implications related to efficient allocation of resources and efforts. Possible Overkill: Satisfaction↑ Satisfaction ↑ Necessary to concentrate on management Importance ↓ Importance ↑ because of its low importance

Keep Up the Good Work: Satis- Satisfaction and Importance are high, in faction need to make efforts to maintain current level of state Satisfaction ↓ Satisfaction ↓ Low Priority: Although the Satisfaction level is low, the Importance ↓ Importance ↑ Importance level is also low.

Concentrate Here: Low priority Concentrate Even though the Importance is high, the Low area with low Satisfaction needs immediate Importance High improvement

Date Engagements 2016-07 World Taekwondo Culture Expo 2016-11 KBS Comedy Show for Muju Taekwondo 2017-03 D-100 ‘Taekwondo For All’ event 2017-06 KBS Open Concert 2017-06 2017 Muju Rock Festival 2017-06 Muju ‘Firefly’ Night Market Muju Taekwondo World Music Festa • World Music Night • Africa Night 2017-06 • K-Music Night • Latin Night • Crossover Night • Reggae Night

Date Features 2017-06 World Taekwondo(WT) New Brand Launch 2017-06 Moon Jae-In, President of the Republic of Korea 2017-06 Chang Ung, International Olympic Committee(IOC) Member 2017-06 Thomas Bach, President of the International Olympic Committee(IOC) 2017-06 Modern Korea Traditional ‘Pan’ Music 2017-06 ‘Starfish’ Band Live Music Concert 2017-06 ‘Groove9’ Band Live Music Concert 2017-06 ‘Humans’ Band Live Music Concert 2017-06 ‘Bandi’ Musical Band Live Concert 2017-06 ‘Ra-on-nal’ Korea Traditional Music Band Live Concert

MARKET: Muju

METHOD: On-site survey

Four different language type survey sheets (Korean, English, Chinese, Japanese) and also, two different types of survey forms separating the Muju locals and the Non-local domestic and international visitors.

Face to Face Interview

LENGTH OF INTERVIEW: 30 minutes

SELECTION PROCEDURE: All event attendees present on-site during the 2017 Muju World Taekwondo Championships

SAMPLE SIZE: Locals: n=8 Non-Locals: n=142 Foreigners: n=157 TOTAL: n= 307

FIELDWORK DATES: June 25th – June 26th 2017

[Base : n=307, Unit: %]

Gender Nationality Foreigner Nationality

International(n=157) Asia 51.0

Female Europe 20.4 35.5 Domestic America 48.9 51.1 16.6 64.5 Africa 6.4 International Male Other 5.7

Age Taekwondo Experience Taekwondo ‘Dan’

15-18 8.1 1 Dan 31.7 No 19-29 41.0 21.8 2 Dan 14.6

30-39 18.2 3 Dan 15.0 78.2 40-49 21.5 4 Dan 17.9 Yes Over 50 11.1 Over 5 Dan 13.3

EXPOSURES DURATION 100% MEDIA EQUIVALENCY QI MEDIA VALUE Total number of times each Total time brand appears Gross media value of brand Adjusted value of brand brand appears during on screen, measured in exposure during broadcast exposure during broadcast (see broadcast seconds QI definition)

Exposure 100% Media Tools Exposures Duration QI Media Value QI Score Value (hh:mm:ss) Static Dugout Wall 122 558 $109,452 $23,504 21.47 Static Dugout Roof 98 451 $88,464 $16,707 18.89 Total 220 1,009 $197,915 $40,211 Property QI SCORE Property represents the Quality score for each brand source location where the exposure during broadcast, based brand exposure was recorded on four factors:

1. SIZE OF THE LOGO 2. LOCATION OF LOGO 3. DURATION OF 4. MULTIPLE BRAND HITS EXPOSURE QI methodology provides a QI methodology provides a QI methodology provides a higher valuation weighting higher valuation for brand QI methodology provides a higher valuation weighting for brand exposures that exposures that occur in higher valuation weighting for brand exposures where appear larger on screen the middle 50% of the for brands that appear on multiple brand hits occur. and have a greater level of screen where the screen for longer periods impact on the viewer. broadcast is focused. of time.

LOCATION LOCATION ON PROPRIETARY TECHNOLOGY SOLUTION TO QUANTIFY SCREEN AND VALUE BRAND EXPOSURE AND INTEGRATION IN BROADCAST.

DURATION LOGO TIME ON SCREEN

EXPOSURE NO' OF BRAND EXPOSURES

NUMBER OF HITS MULTIPLE SIMULTANEOUS BRAND EXPOSURE

SIZE SIZE OF BRAND EXPOSURES

Number of Exposures (number) 100% Media Value The number of exposures a property generates is the 100% media value brings an added layer of audience number of independent sequences of exposure a brand- and cost per thousand on top of the duration property combination generates. In regards to its comparison. It is suitable if an analysis is needed where usefulness in analysis, it can be used to assess the weight of exposure (duration), and the audience and cost number of times a signage point is seen uniquely. per thousand is factored in, but the quality or impact of the exposure is not. Sum of Duration on Screen (seconds) Duration on screen is probably the most common QI Media Value comparative used as it is a pure measure. There are no This is the most common method of comparison as it external factors such as audience, cost per thousand , or comprises all elements of the equation – weight of the quality of location in play. It is suitable in assessing exposure, audience, cost per thousand, and quality of pure exposure capture for share of voice within a shared the exposure (QI media value). This is the best method property such as LED Signage, or if looking at a specific for overall appraisals of sponsorships and inventory, property year on year where a logo or setup may have particularly in comparison to investment. changed. Average Exposure Duration (seconds) QI Score The average exposure duration gives a snapshot view of QI Score is an excellent comparison of the actual the average duration on screen per exposure for a exposure quality and impact between logos and property. properties. If the QI Score is devised for an overall sponsorship, it can act as a guide on which a mix of Average exposure size (% of total screen size) properties is the optimum from a pure quality and impact The average exposure size represents the average size perspective, not counting weight of exposure, audience, on screen for the hits collected for each exposure. It can or cost per thousand. give a basic view on hit size for a property.

First Authors: Jeongkang Seo, Head of Event Department, World Taekwondo(WT) Won Jae LEE, Director of Event Department, World Taekwondo(WT)

Contributing Authors: Guy Port, Managing Director AP, Nielsen Sei Hoon Kang, General Manager, Nielsen ChongHang Lee, Senior Coordinator, Nielsen Yoonju, Lim Research Manager, Nielsen Jiwon, Kang Research Coordinator, Nielsen YunKyo, Jung Manager, GBS DA, Nielsen

Please note that this report is subject to copyright agreements. All rights are reserved by World Taekwondo (WT). In particular, copyright is reserved for the investigation designed together with expert evaluations and assessment of the results, which are the intellectual property of World Taekwondo (WT). If it is intended that this study in full or excerpt will be published, prior written consent is required from the proprietors, World Taekwondo (WT).

Whilst proper due care and diligence has been taken in the preparation of this document, World Taekwondo (WT) cannot guarantee the accuracy of the information contained and does not accept any liability for any loss or damage caused as a result of using information or recommendations contained within this document.

Nielsen Sports Korea., LLC has prepared this Study using reasonable skill care and due diligence for the sole and confidential use of the World Taekwondo (WT) for the purposes set out in the Study. Any use that a third party makes of this Study or reliance thereon or any decision made based on it is the responsibility of such third party.

The Study reflects Nielsen Sports Korea., LLC’s best judgement in the light of the information available and obtained at the time of its preparation to include that obtained from public sources which are, World Taekwondo (WT) and 2017 MUJU World Taekwondo Championships Local Organizing Committee(LOC). The Study has been prepared on the basis that the information is accurate and a fair presentation of the information available but World Taekwondo (WT) does not assume or accept any liability that the Information should prove otherwise.

Data provided by: