Featuring over 100 outstanding companies, including award-winning items such as the “Rice Flower Fresh Makgeolli Kit,” the event showcases and sells diverse tourism souvenirs

Approximately 40 organizations, equipped with various distribution channels, are participating and planning to set up shop

The opening event on the 24th includes a talk show with Enjoycouple, and visitors can also partake in experiences related to food, characters, hanbok, and more

The curtain has risen on The Souvenir Fair 2023, the only Souvenir Fair event of its kind.

The Ministry of Culture, Sports and Tourism (Minister YU In Chon, MCST) and the Korea Tourism Organization (CEO KIM Jang Sil, KTO) are jointly hosting The Souvenir Fair 2023 on November 24 (Fri) and 25 (Sat) at Dongdaemun Design Plaza (DDP) Art Hall 1 to support the distribution and market expansion of attractive tourism souvenirs nationwide.

 The exhibition includes award-winning items from contests and items that capture the unique characteristics of each region, known as “Must-Buy Items from the Eight Provinces of Joseon”

In its second edition this year, the event boasts the participation of over 100 companies from various regions and sectors, promoting and selling souvenirs while facilitating interactions with visitors. Visitors can explore a diverse range of souvenirs, including renowned items such as the Grand Prize (Presidential Award) winner of the 2023 Korea Tourism Competition, “Rice Flower Fresh Makgeolli Kit,” spanning processed foods, crafts, daily lifestyle and stationery items, as well as beauty products.

In addition, special exhibitions feature souvenirs utilizing Busan’s symbols, such as seagulls and camellias, presented by the Busan Tourism Organization’s promotional hall. The “Must-Buy Items from the Eight Provinces of Joseon” exhibition showcases the distinctive features of each region. There is also a special section by LOTTE, known as SISIHOSI, offering curated ritual food stores, as well as a special exhibition dedicated to K-food culinary tourism souvenirs, a collaboration between KTO and LOTTE. This year, in an effort to broaden the event’s scope and enhance international exchange in the field of tourism souvenirs, special exhibitions and events featuring the participation of tourism agencies from Japan and Thailand have been organized.

The fair also fosters business consultations among companies to support industry channels and promote collaboration. With the participation of over 40 institutions possessing diverse distribution channels and purchasing power, including not only major retailers such as LOTTE ON and Muji but also cultural organizations such as the Korea Cultural Heritage Foundation and the National Museum Foundation of Korea, one-on-one business consultations are conducted to facilitate product placements.

MCST is actively supporting the commercialization of this year’s 30 award-winning items, including the “Rice Flower Fresh Makgeolli Kit.” Initiatives include supporting the ideation of these renowned products, aiding the growth of companies through crowdfunding, and promoting the competitiveness of tourism products through collaboration with distributors, pop-up shops for award-winning products, and support for exploring distribution channels.

 Food, hanbok, characters, meditation, beauty, and more for young adults to enjoy

On November 24 (Fri), an exciting opening event awaits visitors at the expo, offering a rich variety of experiences for the younger generation. The day begins with the 2023 Korea Tourism Competition (Souvenir and Photo Categories) Ceremony, followed by a talk show featuring popular YouTube creators and broadcasters Enjoycouple (SON Min Su and IM La La), who have 2.39 million subscribers, engaging the audience in travel and souvenir stories.

Over the two days, special events targeting the younger MZ (Millennial and Gen Z) generation have been prepared. To captivate a diverse audience of different age groups with flavors and sentiments reminiscent of childhood, the event will operate a food and beverage (F&B) section featuring items such as “Yakgwa Ice Cream Sandwich (Mannadang)” and “Dried Persimmon Latte (Gangneung Sand).” There will be a hanbok experience area where visitors can try on hanboks worn by K-pop stars, a Christmas photo booth using the character “NUNGNUNGE,” selected as one of the top 10 in the “National Character Representative Selection Contest” (hosted by Shinsegae Simon), a meditation treatment with the souvenir contest winner “Korean Singing Bowl,” K-beauty experiences such as vegan cosmetics with the theme of sustainable tourism souvenirs, and a waste plastic recycling experience to further enhance the fun of the fair.

MCST Tourism Policy Bureau Director-General PARK Jong Taek remarked, “As souvenirs play a crucial role in helping travelers remember the culture and unique experiences of their destination, we hope to widely promote the charm of souvenirs through this event. We also aim to facilitate active exchanges within the industry.” He added, “We will also spare no effort in discovering products linked to K-culture that can become attention-grabbing souvenirs in both domestic and international markets. Ultimately, we will continue to support the growth of the tourism industry by exploring diverse distribution channels and assisting in overseas expansion.”

For detailed information about the fair, please visit the official website (kto.visitkorea.or.kr/kor/souvenir).