The Ministry of Culture, Sports and Tourism (Minister Yu In Chon, MCST), in collaboration with the Visit Korea Committee (Chairman Lee Boo Jin, VKC), will host the Korea Grand Sale 2025 from January 15 (Wednesday) to February 28 (Friday). On January 15 (Wednesday), the opening day, Vice Minister visited the OnDream Society (Seoul) to meet with the representatives of the participating businesses, hear their feedback, and offer words of encouragement. She also toured the shopping and tourism district in Myeong-dong and welcomed international tourists at the Welcome Center.

Since its launch in 2011, Korea Grand Sale has become a signature shopping and cultural tourism festival held during the low inbound tourism season of Korea (January – February), where the Ministry partners with private companies to boost inbound tourism and domestic consumption across sectors including airlines, accommodation, shopping, food and beverage, experience-based, and convenience services. This year’s opening ceremony kicked off in a focused and deliberate manner with a video themed “showcasing the diverse charms of traveling in Korea to international visitors.”

Minister Holds Talks with Partner Company Representatives and Inspects Shopping Destinations

Vice Minister Jang met with representatives from first-time participants in the Korea Grand Sale, including Naver, Musinsa, Orange Square, Kakao Mobility, and Catch Table Global, as well as established partners like Korean Air, Lotte Duty Free, Hyundai Outlet, and Creatrip, and was briefed on the event’s preparation process and international marketing efforts. She also met with honorary international reporters of Korea.net, who shared their experiences with event benefits and K-culture programs. She then visited LINE FRIENDS Square Myeongdong, a popular shopping destination for all domestic and international visitors since its opening last April; Olive Young Myeongdong Town, an iconic shopping destination of the district; and Shoe Marker Myeongdong, to observe shopping activities of inbound tourists and inspect services like immediate VAT refunds and luggage storage. At the Welcome Center, she greeted first-time visitors to Korea and participated in onsite events with the tourists.

Diverse Shopping Benefits and Discounts at Department Stores, Duty-Free Shops, and Convenience Stores

Wider Range of Convenient Services for International Tourists for Transportation, Food & Beverage, Payments, and Map Services

This year’s Korea Grand Sale has recorded the event’s highest-ever participation since its inception in 2011, with over 1,680 companies offering extensive discounts and benefits for flights, accommodation, shopping, and food and beverage, together with enhanced shopping convenience services.

Flight promotions began last September with participation from ten domestic airlines such as Korean Air and Asiana Airline, offering up to 94% discounts on 214 inbound routes, together with vouchers for extra baggage and in-flight Wi-fi. For the first time, global online travel agencies Trip.com and Konest have also joined the event to target short-haul Korea-bound promotions for international airlines, offering up to 31% discounts for flights departing from China, Hong Kong, and Japan. For accommodation, hotels including Ibis Styles Ambassador and Mayfield Hotel are offering up to 19% discounts, along with special packages featuring spa vouchers and prepaid cards.

Various shopping events are to be held by major department stores (Galleria, Lotte, Shinsegae, and Hyundai), duty-free stores (Lotte, Shilla, Shilla I-Park, Shinsegae, and Hyundai), retail franchise stores (Lotte Mart), and outlets (Doota Mall, Lotte, Shinsegae, and Hyundai). Major branches nationwide, including in Seoul and Busan, will offer exclusive gift certificates, subsidies, and coupon books worth up to KRW 1 million based on the purchase amount. In addition, consumers can enjoy additional shopping benefits with membership upgrades, including up to 15% discounts and giveaways. Musinsa Standard, a first-time partner for the 2025 event, will offer a 10% discount to all international buyers through its 19 stores nationwide, while Olive Young will offer a 20% discount voucher for purchases of KRW 150,000 or more at five stores in Myeong-dong.

Furthermore, the Ministry has enhanced cooperation with service platforms and app providers across the transportation, food and beverage, and payment sectors to improve the convenience of international travelers in Korea. Foreign tourists using K-Ride, a mobility platform launched by Kakao Mobility last June for foreigners, will be able to receive KRW 3,000 discount codes. Reservations made via Catch Table Global also come with exclusive benefits, including discounts, welcome drinks, and desserts at over 400 partner dining establishments. Prepaid Wowpass cards from Orange Square will include cashback of up to 5% at brands like Olive Young, Daiso, and Innisfree, with instant discounts of up to 10% at over 1,000 stores for purchases made with UnionPay. Naver Map is offering multilingual (English, Japanese, and Chinese) information support for event participants in major commercial districts such as Myeong-dong, including locations, routes, and shopper benefits.

Korea Grand Sale Welcome Centers are to be operated at major shopping hubs popular among foreigners, such as Myeong-dong, Hongdae, Seongsu, and Gangnam. The centers will help to boost domestic consumption by providing coupon books with benefits from participating companies and giveaways to consumers with receipts or validated instant refunds from the surrounding shopping districts.

K-Culture Experiences and Events with K-Pop, Food, and Regional Culture

Welcome Center to Support Regional Tourism during the Gyeongju APEC Senior Officials’ Meeting

Throughout the Korea Grand Sale event (January 15 – February 28), a variety of memorable experience events will take place for foreign tourists. A total of 17 K-content themed experience activities, including K-pop, food, beauty, cultural heritage, and regional culture, will take place in five regions – expanded from last year’s 12 activities in one region. This year’s exotic experience additions, including the Nongshim Ramen Factory Tour, O’ngo Food Night Dining Tour, Esteem Model Training Experience, and traditional jewelry making at the Bukchon Traditional Crafts Center, will further showcase the charm of K-culture while regional attractions such as scenic tours and soju factory tours in Gangwon State, the Sancheoneo Ice Fishing Festival in Hwacheon, and Taekwondo and ski classes at Muju promise to attract visitors to regional destinations.

Korea Grand Sale 2025 will be promoted in conjunction with the 2025 Asia-Pacific Economic Cooperation (APEC) First Senior Officials’ Meeting (SOM). A Welcome Booth will be operated from February 24–28 at the Gyeongju Hwabaek International Convention Center, offering local dining and accommodation benefits while promoting tourism products and shopping benefits within the Gyeongbuk region as part of the Visit Gyeongbuk 2025 Year campaign.

More information on the event’s key benefits can be found on the official Korea Grand Sale website (https://en.koreagrandsale.co.kr).

“We hope international visitors will fully enjoy the generous discounts and benefits as well as the vibrant charm of K-culture during the Korea Grand Sale,” said Vice Minister Minister. “Through this event, the Ministry will revitalize the inbound tourism and domestic consumption markets, providing a strong start for Korea’s tourism sector in 2025.”