COEX 40th Anniversary NFC Acrylic Keyring

To mark its 40th anniversary, COEX, one of Korea's leading convention centers, created an NFC acrylic keyring that captures the meaning and legacy of this milestone. It commemorates COEX's journey as a hub of business and lifestyle, shaped by four decades of exhibitions, conventions, and cultural events. The keyring was designed to reflect the 40th anniversary visual identity with precision. When tapped with a smartphone, it instantly directs users to the dedicated anniversary campaign page. Without requiring an app, users can explore COEX's 40-year history, commemorative events, and special promotions in one seamless experience. This project demonstrates how NFC technology can amplify the impact of a large-scale anniversary campaign. Unlike one-off commemorative merchandise, the NFC-enabled keyring pulls users directly into the digital campaign and encourages both online and offline participation. Because the content can continue to be updated, owners can revisit the campaign through the same keyring and access new information over time, making it a lasting communication tool. Crafted in premium acrylic with refined packaging, the keyring works both as a symbolic anniversary object and as the gateway to a digital campaign, extending the value of COEX's 40th anniversary well beyond the event itself.