South Korea's largest souvenir exhibition will bring together tourism products from every corner of the nation this weekend, offering visitors a comprehensive showcase of regional specialties and cultural items. The Ministry of Culture, Sports and Tourism and the Korea Tourism Organization (KTO) will jointly host the Souvenir Fair 2025 from November 21-23 at the Dongdaemun Design Plaza in Seoul's Jung-gu District.
This year's event marks the fourth edition of the fair and will feature a record-breaking 134 participating companies and organizations, representing the highest participation in the event's history. Notable participants include major entities such as the Incheon Metropolitan Government, Busan Tourism Organization, and BC Card, all contributing to the diverse array of regional products on display.
The exhibition operates under the theme "A Wonderland of Exciting K-Goods" and will feature immersive interactive spaces that transform tourist souvenirs into engaging play tools for visitors. The comprehensive exhibition hall is organized into seven distinct sections, each catering to different product categories: stationary and office supplies, beauty and cosmetics, crafts, household goods, fashion accessories, processed foods, and items from the Tour Dure project, which aims to stimulate regional communities while promoting sustainable economic development.
Beyond the main exhibition areas, the fair will include several special zones designed to highlight excellence in souvenir design and regional tourism promotion. These include dedicated spaces featuring winners of this year's Tourism Souvenir Contest, a specialized Souvenir Select Shop, and sections showcasing products from various local government tourism programs. The event will also provide individual consultation services to help participating companies with market development strategies and facilitate collaboration opportunities between businesses.
To enhance the visitor experience and create lasting memories, the fair will host a variety of interactive programs throughout the three-day event. Entertainment highlights include a quiz show focusing on award-winning souvenir works, hosted by popular comedians Kim Wonhun and Eom Jiyoon, alongside special souvenir sales offering exclusive deals to attendees. These programs are designed to make the shopping experience more engaging while educating visitors about the cultural significance of various regional products.
The fair represents a significant opportunity for both domestic and international visitors to discover authentic Korean products while supporting local economies across the country. Additional information about the event, including detailed schedules and participant listings, is available on the fair's official website at kto.visitkorea.or.kr/kor/souvenir, though the site is currently available only in Korean.
