Gangnam-gu Assembly speaker aims to turn US visit into lasting ties, export boost

"A good assembly should be judged not by how many places it has visited or how many exchange records it has built up, but by what it learned from those experiences and how much it improved residents' lives."

Lee Jae-jin, speaker of the Gangnam-gu Assembly, offered that assessment after returning from a trip to New Jersey, New York and Florida.

The visit went well beyond ceremonial diplomacy or institutional sightseeing. Lee's delegation delivered a letter of intent for friendly exchange with the New Jersey State Senate, laying the groundwork for sustained international ties. The group also toured the New York City Board of Elections and the Bergen County Clerk's Office to study election administration and public service operations. Stops at a K-culture complex in New York, a Korean beauty brand store in Miami and local business associations rounded out the itinerary, as the delegation explored ways to connect Gangnam's strengths in culture, tourism and business to overseas markets.

Lee identified two core goals for the trip: broadening the foundation for international exchange and adapting overseas best practices to Gangnam's policy environment.

"We were invited by the New Jersey State Senate, and we used that as an opportunity to deliver the letter of intent and focus on building a lasting cooperative relationship with US local legislatures and public institutions," he said. "We wanted to raise the profile of the Gangnam-gu Assembly abroad while also finding ways to apply good foreign systems and practices to our legislative work and local development."

The exchange with the New Jersey State Senate stood out as a highlight. Lee made clear he intends to move beyond the letter of intent and develop it into concrete cooperative projects.

"Delivering the letter of intent is not the end of the relationship — it is the beginning," he said. "We will first establish a communication channel to stay in regular contact with New Jersey State Senate officials, then identify areas for cooperation centered on culture, the economy and education."

The idea is to link Gangnam's competitive strengths — culture, tourism, medical services, beauty and business activity — to the cultural and economic foundations of partner regions. Lee said inter-assembly exchanges should grow into broader regional cooperation and ultimately produce results that residents and local businesses can tangibly feel.

Observing how foreign local governments run their administrations was another outcome Lee highlighted.

At the New York City Board of Elections, the delegation examined the full cycle of election management — from voter roll maintenance and polling station operations to equipment checks, staffing, vote counting and results verification. The visit underscored the importance of forecasting voter demand, securing adequate supplies, conducting on-site inspections and maintaining emergency response systems to prevent problems such as ballot shortages on election day.

"Elections are a critical process that underpins trust in democracy, so advance preparation and on-the-ground response are paramount," Lee said. "Given cases in our own local elections where some polling stations ran short of ballots, I was reminded again of the need for systems that can accurately forecast voter demand and respond swiftly to conditions on the ground."

The visit to the Bergen County Clerk's Office reinforced the basics of public administration. Reviewing how the office handles election-related duties, public records management and civil documentation services, Lee said clearly defining each agency's role and making it easy for residents to access the information they need is the starting point for building administrative trust and convenience.

Lee said he plans to incorporate these overseas examples into the assembly's legislative work — drawing on foreign local government practices during budget reviews, administrative audits and policy research to find ways to improve efficiency and accountability.

On the cultural and economic front, Lee expressed interest in connecting Gangnam's city brand to overseas markets.

He visited TEO NOMAD, a K-culture complex in New York that showcases Korean arts, fashion and beauty brands under one roof. At a Hapa Kristin store in Miami, he observed a domestic beauty brand presenting products alongside other Korean cosmetics labels in a pop-up format.

"We should not let overseas interest in K-culture pass as a one-time moment, but turn it into an opportunity to raise Gangnam's city brand and benefit the local economy," Lee said. "It was worth noting that this model connects cultural content to products and consumer experiences while lowering the barrier for individual companies going abroad."

Applied to Gangnam, Lee envisions starting with small-scale cooperative projects that give local small and medium-sized enterprises, young startups and emerging artists a chance to reach overseas consumers — through product exhibitions and pop-up events tied to local cultural venues, and programs that combine cultural performances with brand experiences.

He also said building connections with local business associations is important so that companies can gauge overseas market responses and move toward distribution and new sales channels.

"Gangnam has abundant resources to introduce abroad — not just K-pop and entertainment, but fashion, beauty and design," Lee said. "I will closely examine the relevant policies and budgets so these assets can translate into real benefits for the local economy, and work to build a foundation for public-private cooperation."

The vision Lee has for the Gangnam-gu Assembly after this trip is clear: an assembly that not only keeps a close eye on local issues but also studies policy with an international perspective and identifies new engines of growth for Gangnam's future.

"By examining how foreign local assemblies and public institutions operate, I gained insights into how we can strengthen the credibility of our own assembly and administration," he said. "Going forward, I will focus on translating the experiences and ideas from this visit into concrete legislative action."

He added that he would draw on foreign policy and institutional examples in budget reviews, administrative audits and policy research, and would closely examine related policies and projects to help Gangnam's competitive sectors — including culture and beauty — create overseas opportunities for local small businesses and young entrepreneurs.

Ultimately, the success of international exchange depends on follow-through. Delivering a letter of intent and visiting institutions are visible first steps, but sustained exchanges and specific cooperative projects must follow.

"We will respond proactively to a changing administrative environment and work to build an assembly that raises the quality of policy through an international perspective and field-centered legislative activity," Lee said. "I will ensure this visit translates into tangible outcomes that improve the lives of Gangnam residents and create new growth opportunities for the district."