The Korea Tourism Organization has launched an ambitious new initiative called "K-Local Food Trip: 33 Must-Try Destinations," designed to showcase Korea's rich culinary heritage and establish the country as a top-tier destination for international food tourism. The comprehensive campaign aims to highlight distinctive local food experiences across the nation, capitalizing on the growing global interest in Korean cuisine and culture.
The organization officially kicked off the campaign at Pyongyangok, a historic century-old restaurant located in Seoul's Seodaemun District, where they inaugurated a specialized gourmet expedition team. This launch event marked the beginning of a nationwide effort to promote 33 carefully selected culinary destinations that represent the diverse flavors and traditions found throughout Korea.
The campaign features an impressive lineup of food personalities and content creators who will serve as ambassadors for Korean culinary tourism. The team includes Fabrizio Ferrari, a Michelin-starred Italian chef who has gained significant recognition through his social media presence and television appearances in Korea. British YouTuber Joshua Kirby, who has built a substantial following documenting his culinary adventures while living in Korea, also joins the initiative. Additionally, Cookim, a prominent Korean food influencer and content creator known for sharing accessible Korean cooking recipes on YouTube and Instagram, rounds out the core team.
From October through November, these culinary ambassadors will embark on an extensive journey across the country, creating engaging content that highlights the unique ingredients and signature dishes that define each region's culinary identity. Their mission involves producing authentic, high-quality content that will showcase the depth and diversity of Korean cuisine to both domestic and international audiences.
In a strategic move to leverage Korea's cultural exports, Kirby and two other international content creators living in Korea will develop special web content that connects the globally successful film "K-Pop Demon Hunters" with the K-Local Food campaign. This cross-promotional approach aims to capitalize on the movie's international success to draw even greater global attention to Korean culinary tourism.
One of the campaign's most exciting offerings is a special one-day culinary expedition to Andong, located in North Gyeongsang Province and renowned as one of Korea's most iconic food destinations. Led by chef Fabrizio Ferrari, this exclusive experience will accommodate up to 22 carefully selected participants. These lucky food enthusiasts will have the opportunity to sample Andong's most famous dishes, including jjimdak (braised chicken) and traditional Andong soju, while also enjoying regional sightseeing activities.
Participants for the Andong trip will be selected from individuals who submit detailed reviews of destinations featured in the campaign's comprehensive guidebook. Applications for this unique culinary experience are currently being accepted through the Korea Tourism Organization's official website, with the application period running through October 12.
The list of 33 destinations represents a collaborative effort between the Ministry of Culture, Sports and Tourism and the Korea Tourism Organization, building upon a government culinary tourism initiative that was originally launched in 2024. This careful curation process ensures that each selected destination offers authentic, high-quality culinary experiences that accurately represent Korea's diverse regional food cultures.
The timing of this campaign aligns perfectly with the unprecedented global surge in Korean cuisine's popularity, which has emerged as a significant driver of international tourism to the country. Recent years have witnessed an explosion of interest in Korean food, driven largely by the broader K-culture phenomenon that encompasses K-pop, Korean dramas, and celebrity chefs who have gained international recognition.
This cultural influence has transformed Korean cuisine from a niche interest into a mainstream attraction that motivates travelers from around the world to visit Korea specifically for authentic culinary experiences. Tourism surveys conducted in 2023 and 2024 reveal that approximately 60 percent of international tourists cited food or gourmet tours as their primary motivation for visiting Korea, highlighting the enormous potential of culinary tourism.
This year's campaign features an innovative collaboration with the Baeknyeongage program, also known as the "100-year shop" initiative, which specifically highlights establishments with 30 years or more of operational history. This partnership has resulted in the creation of a comprehensive new map that recommends restaurants with decades of tradition in preparing authentic local specialties, ensuring visitors can access genuinely traditional culinary experiences.
"Through this project, we hope to share the charm of Korean gastronomy not only with Koreans, but also with travelers worldwide," stated a Korea Tourism Organization official, emphasizing the campaign's dual purpose of promoting domestic culinary appreciation while attracting international food tourism.
