2024 SBS Gayo Daejeon Foreign Shuttle Service

SBS Gayo Daejeon is a major event held every year, featuring the top K-POP artists all in one place, and is one of the most highly anticipated concerts among fans both in Korea and abroad.
Since 2023, the event has moved its stage to Inspire Entertainment Resort, a multi-complex resort in Yeongjongdo, Incheon, further enhancing its status as a global event.

However, SBS, the event organizer, and its partner Interpark Triple (now Nol Universe) faced a challenge. All the audience members were foreigners, and the venue, Inspire Resort, is located 60 kilometers away from downtown Seoul, making it difficult to reach using only public transportation. Therefore, they needed a solution to improve accessibility.
In addition, this year’s Gayo Daejeon ended after 10 p.m., creating another issue: foreign visitors unfamiliar with Korea’s transportation system would have difficulty using regular public transit at that hour, which also needed to be addressed.

Moreover, although there were shuttle buses and taxis operating between Incheon International Airport’s Airport Railroad and the resort, they were not effective enough when thousands of spectators needed to move at the same time. It was difficult to accommodate all the people, causing delays in transportation, and the risk of safety accidents due to large crowds was also a significant concern.

These complex issues posed serious obstacles threatening the successful hosting of a global K-POP event, and it was a situation that could not be resolved without a professional and systematic transportation solution.

“Designing a Customized Transportation Experience for 6,000 Foreign Visitors”

As described above, the foreign shuttle service for the 2024 SBS Gayo Daejeon was successfully managed by us at Ground K, who have been in charge of transportation for mega events for many years.
First, we formed a task force dedicated to managing the operations of the Gayo Daejeon event and conducted an on-site visit to Inspire Resort, the venue. We carried out a comprehensive analysis of the transportation infrastructure, parking conditions, and anticipated movement routes.
In addition, since it was necessary to designate departure hubs in Seoul, we selected the optimal pick-up locations by considering the travel patterns of foreign visitors to Korea, designing the entire process—from booking to boarding—to be foreigner-friendly. Based on this market research, we prepared our strategy around three key themes: technology, manpower, and know-how.

A Global Reservation System and Strategic Data-Driven Operations for Foreign Visitors

Our task force leveraged our in-house technological capabilities to build an intuitive reservation system for foreign visitors, further enhancing the shuttle service.
We provided information through a web page available in English and included English names and photos of the pick-up locations, making it easy for foreigners unfamiliar with Korea’s geography to find the shuttle stops.
Furthermore, taking into account the unique needs of foreign visitors who were expected to depart from various locations and at different times, we introduced a ticket reservation system that allowed them to choose their preferred pick-up points and departure times. Naturally, the entire process was provided in English, and we prepared e-tickets (vouchers) with QR codes so that guests could conveniently board the shuttles without any additional procedures.
By analyzing the data collected through this system, we were able to predict the number of vehicles needed for each area and effectively distribute passenger loads across the different pick-up points, enabling more stable and efficient shuttle operations.

Thorough On-Site Management Through Professional Staff

To ensure successful shuttle operations, we devoted significant effort to building a systematic organization and deploying professional staff. On-site, a task force comprising six teams was in operation, including teams for managing each shuttle stop, overseeing parking at Inspire Resort, handling customer service, and ensuring system stability. These teams worked in close coordination to support seamless service. All staff members on-site were trained not only in their specific duties but also in understanding the entire process, enabling them to respond flexibly to any emergencies.
In particular, more than 30% of all personnel were assigned as multilingual staff, and through strategic deployment, we minimized inconveniences caused by language barriers. Thanks to this structure, we were able to flawlessly carry out multiple tasks simultaneously, including ticket validation, customer guidance, parking management, crowd flow control, and handling system issues.

Safe Late-Night Shuttle Operations Utilizing Route-Specific Colors

Ensuring the safe return of 6,000 spectators during late-night hours after the concert was a significant challenge for us. After sunset, people’s sense of direction often diminishes, and in large-scale events where thousands gather in one place, unexpected communication disruptions frequently occur. Additionally, issues related to safety management and crowd control further complicate the situation. To prepare for these potential variables, our task force implemented a new system that combined mobile-based technology with analog methods.
Each departure point was assigned a unique theme color, and passengers were given wristbands in the corresponding color when boarding at their departure locations. These colors were also used to safely guide foreign visitors back to their designated boarding areas during the nighttime hours. Highly visible LED batons and signage were employed to provide clear visual guidance even in the dark. Thanks to this system, thousands of people were able to locate their shuttle stops and board without any accidents or missed departures, ensuring safe transportation to their destinations.

“Ground K Delivers a Seamless Travel Experience for Global K-POP Fans”

A concert shuttle is more than just a means of transportation—it’s the first step filled with excitement on the way to see beloved artists, and it becomes a companion for the final journey home, carrying the lingering emotions and memories of the performance.
At the SBS Gayo Daejeon, Ground K had the honor of sharing these special moments with around 6,000 foreign visitors. We felt immense pride in supporting fans from diverse nationalities and languages as they transcended cultural barriers and united through their shared passion for K-POP. It was a deeply rewarding experience to play our part as a key contributor to the global entertainment industry.

Above all, beyond the success achieved through precise operations and meticulous on-site management, the process itself was truly meaningful for us. Despite the complex challenges—including the unique geographical location of Yeongjongdo where Inspire Resort is situated, the transportation of a large number of foreign visitors, and ensuring safety during late-night hours—Ground K tackled each issue with innovative ideas and flexible responses.

Ground K will continue to leverage the experience and know-how gained from various events both in Korea and abroad, combining technology, expertise, and a sincere spirit of service to deliver the best possible transportation experience.