South Korea's biggest celebration of travel souvenirs is making its return this weekend, bringing together traditional crafts and contemporary keepsakes under one roof. Souvenir Fair 2025 will take place at Seoul's iconic Dongdaemun Design Plaza (DDP) from Friday through Sunday, highlighting the growing international appeal of Korean-made goods and the increasing demand from tourists for authentic local mementos.
The Ministry of Culture, Sports and Tourism and the Korea Tourism Organization (KTO) are hosting the expanded three-day event, which expects to draw a record-breaking 134 exhibitors. The impressive lineup includes regional governments from major cities like Incheon and Busan, alongside industry giants such as BC Card, demonstrating the broad support for Korea's souvenir industry.
Visitors to the DDP Art Hall will discover a diverse array of Korean keepsakes organized into seven distinct themed zones. These categories span stationery and office supplies, beauty and cosmetics products, traditional crafts, home essentials, fashion accessories, processed foods, and regional tourism clusters. This comprehensive organization allows attendees to explore the full spectrum of what Korea has to offer travelers seeking memorable souvenirs.
A major highlight of the fair will be the KTO's main pavilion, featuring a special retrospective exhibit celebrating the country's annual souvenir contest, which has been recognizing excellence in Korean travel keepsakes since 1988. The centerpiece of this display will be this year's Presidential Award winner: the "Joseon Royal Wine Stopper," a sophisticated set inspired by Korea's Joseon Dynasty period from 1392 to 1910. Additional top entries from the 2025 competition will also be showcased, giving visitors insight into the creativity and craftsmanship of contemporary Korean souvenir makers.
The event goes beyond simple exhibition, incorporating interactive elements designed to enhance the visitor experience. A specially curated "must-have item zone" will present travel essentials recommended from every corner of South Korea, while major retailers including Hyundai Department Store will unveil their exclusive lines of signature Korean goods. These offerings represent the best of what the country has to offer discerning travelers.
Business development forms a crucial component of the fair, with organized one-on-one networking events connecting souvenir creators directly with leading distributors and retailers. Custom consulting programs will be available throughout the weekend, covering essential business areas including design innovation, brand development, and sales channel optimization. These professional services aim to strengthen Korea's position in the global souvenir market.
Daily entertainment programming will keep visitors engaged with a variety of activities and educational opportunities. The schedule includes a YouTuber-hosted trivia event, professional branding seminars led by industry experts, and an extensive K-beauty showcase featuring the latest in Korean cosmetics and skincare. Traditional craft workshops will offer hands-on experiences, while traditional Korean liquor tasting sessions will provide cultural immersion opportunities for international visitors.
The fair reflects Korea's growing soft power influence and the rising global popularity of K-goods across multiple sectors. From K-beauty products that have conquered international markets to traditional crafts that showcase centuries of Korean artisanship, the event demonstrates how the country has successfully modernized its cultural offerings while maintaining authentic connections to its heritage.
Those interested in attending or learning more about participating vendors and programming can find comprehensive information on the Korea Tourism Organization's official website. The event represents a unique opportunity for both tourists and industry professionals to explore the evolving landscape of Korean travel souvenirs in one of Seoul's most architecturally striking venues.
