South Korea's tourism industry showcased its most innovative and traditional souvenirs at this year's annual Souvenir Fair, highlighting the continuous evolution of Korean tourist goods that blend cultural heritage with modern design. The three-day event, organized by the Ministry of Culture, Sports and Tourism alongside the Korea Tourism Organization (KTO), took place from November 21-23 at Art Hall 1 and 2 of the Dongdaemun Design Plaza in Seoul's Jung-gu District.
Operating under the theme "A Wonderland of Exciting K-Goods," the fair transformed the venue into an amusement park-like atmosphere with numerous booths run by participating companies and organizations. Even before the official opening on the morning of November 21, the venue was bustling with eager visitors exploring the diverse array of Korean merchandise. The centerpiece of the exhibition featured award-winning souvenirs from this year's Tourism Souvenir Contest, displayed in an eye-catching merry-go-round format that drew crowds throughout the event.
The prestigious Presidential Award was bestowed upon wine stoppers featuring designs inspired by the royal seals of the Joseon Dynasty (1392-1910), demonstrating how traditional Korean elements can be incorporated into modern functional items. A walnut rice cake product received the Encouragement Award, showcasing the diversity of food-based souvenirs. Other notable award winners included wind chimes shaped like the traditional men's hat called "gat," which won the silver prize from the Ministry of Culture, Sports and Tourism, and decorative combs that received a special award from the Hyundai Department Store president.
The award categories encompassed a wide range of products that captured traditional Korean beauty and contemporary appeal, including stationery and office supplies, beauty and cosmetics products, handcrafted items, fashion accessories, and various processed foods. These winning products demonstrated the infinite transformation possibilities when traditional craftsmanship meets modern design sensibilities, effectively expanding the definition and scope of tourist souvenirs.
Beyond the central award display, the fair featured densely packed booths throughout the Dongdaemun Design Plaza, each showcasing domestic goods with uniquely original personalities and distinctly Korean elements. Visitors could explore products that piqued their curiosity with innovative designs and cultural significance. A dedicated section highlighted regional specialties, featuring foods, stationery, and household goods from various provinces including Gangwon-do, Jeollanam-do, and Gyeongsangbuk-do, creating an experience similar to visiting souvenir stores across the entire country.
Interactive activities and entertainment programs proved extremely popular among attendees of all ages. Visitors participated enthusiastically in a stamp-collecting mission that encouraged them to explore every corner of the exhibition hall. Young people formed long lines at a "four-cut photo" booth to capture memories of their visit, while laughter and cheers echoed from areas hosting various interactive programs and games.
Following the opening ceremony, the event featured "Challenge! K-Goods Golden Bell," an entertaining quiz show focused on the award-winning souvenirs. Hosted by popular comedians Kim Wonhun and Eom Jiyoon, the interactive program filled the venue with humor, applause, and the excitement of participants attempting to answer questions correctly about Korean tourist goods and cultural products.
This year's fair demonstrated remarkable growth, reflecting the increasing popularity and recognition of Korean souvenirs both domestically and internationally. The event was extended to three full days and featured 134 participating companies, representing a significant increase of 39 companies compared to the previous year's edition. This expansion underscores the growing interest in Korean cultural products and the tourism industry's commitment to promoting high-quality, culturally significant merchandise.
The success of the 2025 Souvenir Fair highlights how Korean tourist goods have evolved into gorgeous and practical items that serve as another compelling method of describing and sharing Korean culture with the world. These products represent the perfect fusion of traditional craftsmanship with contemporary design trends, offering visitors meaningful ways to take home pieces of Korean heritage while supporting local artisans and businesses.
