For this 10th World Bamboo Congress, the World Bamboo Organization decided to take a new road and plant its flagship in Damyang-gun, South Korea. Choosing Damyang to hold this meeting might seem a bit peculiar. However, here, the governor, Choi Hyung-sik and his devoted team, are winning a bet: to re-launch a three-hundred-year-old tradition, establishing a bamboo-ware market in the middle of the city. This effort is leading to the creation of a new bamboo economy in the region of Damyang-gun, based on the innovations of young companies from various fields of manufacturing - furniture design, soap, charcoal, bicycles, tea, and others. The result is a flourishing of activities around bamboo that is spreading around the city. During the World Bamboo Fair, Damyang will show « the work on the road », while throughout the World Bamboo Congress, the world bamboo community will share, exchange and inspire.