A Young Mayor Pushes Reform.(International Edition; WORLD AFFAIRS)(Oh Se-hoon)(Interview)

Focusing on creativity and design, Seoul's leader is trying to bring more order to a chaotic economy.

With a population of more than 10 million, Seoul is the creative, often chaotic heart of the dynamic South Korean economy. To bring order to the chaos and revitalize the city, Mayor Oh Se-hoon, 47, has launched an ambitious transformation plan that includes rehabilitating the city's Han River waterfront, promoting a blend of ancient culture and modern technology, and emphasizing design and design-related industries. In the latest in his series of interviews as part of NEWSWEEK's partnership with the Kaplan University M.B.A. program, NEWSWEEK chairman Richard M. Smith spoke with Oh about his quest to make Seoul a truly global, business-friendly city.

Smith: You run a huge city, a quarter of the population of the country. What are the biggest challenges?

Oh: The vision I have established for the city is focused on software, not hardware. When I took office, I started to emphasize things like culture, design and the creative city. I faced some resistance. So I spent a lot of time persuading people, giving lectures on my ideas. It's fortunate that Korean society is very open to accepting new things and new ideas. I also began to emphasize the importance of changing the working attitudes of public officials to become more creative. Now society and the general public have accepted these ideas.

By Korean standards, you are a very young man in a very big job. How has your age affected the way you lead the city?

My lack of experience actually turned into a driving force behind the changes we need. If I had a lot of experience in the public arena, I might have been reluctant to change customs that have been taken for granted. I've tried to apply the common sense of the general public when I look at city policies. I think Americans have the same kind of hope for Barack Obama. I believe he has great insight and good judgment. The fact that he doesn't have much experience in Washington will actually become a great force for changes the U.S. needs.

Korean organizations are known as being very hierarchical. How do you make sure people who work for you are telling you what they really believe and not what they think you want to hear?