Name: Charm Lee

Title: President

Company, city: Korea Tourism Organization; Seoul, South Korea

Number of employees: About 600

Recent project: “Start-up boom in tourism,” a project in which KTO helps 50 selected new companies develop into successful tourism businesses

First job: A teacher in Germany

Little-known fact about you: I was a successful Korean soap opera actor.

Your Business

Essential business philosophy: The three Kwan: 60 percent observation, 30 percent genuine interest in what you do and 10 percent relationship building. If you do the first two properly, the last will follow with little effort.

Best way to keep a competitive edge: Refresh yourself, mind and soul. Look at every day as a new start.

Yardstick of success: I measure success by how much fun I am having, if my position is satisfying and if I achieve results.

Your Business

What is the most important item you carry when traveling? Internet devices, smartphone, iPad, laptop

How you spend your time on board: I don’t have time to go to the movies anymore, so I catch up on board, or I sleep. I never eat on board.

Favorite restaurant in the world: Shi Hwa Dam, an upscale traditional Korean fusion restaurant.

Favorite destination: Jiri Mountain, the largest uninterrupted mountain range in Korea. Outside of Korea, I love Palau’s wonderful diving and more than 500 islands.

About Your Brand

What can travelers expect from a trip to Korea? Korea is a place to recharge and refresh your soul, a healthy place for the mind, body and spirit. Korean people have a tremendous amount of energy. Korea is clean and safe, with fresh, natural and healthy cuisine. Food is kept in its original form and not overcooked, leaving the essential nature intact. You can experience the five Asian elements in Korea: wood, fire, earth, metal and water. Korean food offers sour, bitter, sweet, pungent and salty flavors, as the cuisine reflects the environment, making Korea unique.

Travelers can experience traditional Asian medicine in Korea, which is becoming of more interest to the West. Additionally, Korea has state-of-the-art traditional Western medical and cosmetic facilities, offering services at the highest quality for considerably less than many other countries.

Hikers enjoy Korea’s tremendous mountain views, often represented in the traditional Asian paintings of mist hanging over mystical peaks. Mountains represent about 70 percent of the country, but there are also beaches, fishing spots, spas and a vast number of activities. Korea even has winter sports such as skiing and snowboarding. There are 15,000 Buddhist temples, about 300 of which offer temple stays ranging from a short stay to a traditional Buddhist monk experience.

You can experience the four seasons in Korea, from beautiful azaleas and cherry blossoms in the spring to warm summer months, autumn colors and winter sports.

What makes a trip to Korea unique? Having the latest technology, whether it is the newest iPad or smartphone, ensures we appeal to an international traveler. We are mindful of our passenger mix and try to cater to everyone, from those with a few dollars to spend to those with thousands to splurge on a luxury item. We increasingly work with our suppliers to offer travel retail exclusive items or regional firsts on some products.