In late May 2026, a flurry of activity across South Korea’s tourism sector revealed just how much the nation’s approach to attracting foreign visitors has evolved. With international arrivals at record highs, thanks in large part to the global spread of K-pop, K-drama, and all things K-culture, the country is now doubling down on interactive experiences, regional promotion, and character-driven marketing to keep the momentum going—and to spread the benefits beyond Seoul’s city limits.
From May 22 to May 25, Songpa-gu, a district in Seoul, took its promotional ambitions abroad, operating a solo booth at the 2nd Korea Travel Expo at the Taipei World Trade Center. According to Newsis, the event gathered 110 booths from local governments, companies, and institutions, with Songpa-gu, Seoul City, and Gangwon-do among the most prominent participants. The focus? Introducing Korean tourism products directly to the Taiwanese market, which, according to Korea Tourism Organization Datalab, sent 1,473,908 visitors to Korea in 2025—a 27.5% jump from the previous year, marking the highest growth rate among all source countries.
Songpa-gu’s booth was nothing if not playful. Leaning into the Taiwanese love for characters and interactive fun, the district showcased its mascot, Haha Hoho, dressed in a traditional Korean hat and hanbok. Visitors could snap photos, collect themed souvenirs, and vote for their favorite Songpa tourist spots to enter a lottery, with four-leaf clover-shaped tickets symbolizing the luck Haha Hoho brings from Songpa. Prizes included dolls, neck pillows, and magnets—each a small token of Korean hospitality. The district also highlighted key attractions like Seokchon Lake, Lotte World, The Gallery Hosu, and the media art facility The Sphere. Public-private partnerships were on full display, with Lotte World and Sofitel Ambassador Seoul Hotel & Serviced Residences co-hosting events, consulting with local travel agencies, and hosting travel creator shows.
“We have once again confirmed Songpa’s potential as a global tourist destination in the fast-growing Taiwanese market,” remarked a Songpa-gu official, as reported by Newsis. “Based on our participation in this expo, we will focus on developing customized content for Taiwanese tourists and building collaboration channels with local travel agencies.”
Back in Seoul, the Lotte Duty Free World Tower store in Songpa was buzzing with its own international outreach. On May 21, the store, in cooperation with the Korea Customs Service, launched the ‘K-Public Character Goods Popup Zone’ as part of the Korea Duty Free Festa. The event, which runs through May 31, features the mascots of four regional governments—Daejeon’s Kkumdori, Jinju’s Hamo, Suncheon’s Rumi & Tung-i, and Yongin’s Joayang—alongside the Korea Customs Service’s own Mata. According to Lotte Duty Free, the popup zone was designed to leverage the influx of foreign tourists—82.7% of whom still concentrate their visits in Seoul and the surrounding area—to naturally promote provincial tourism content.
Each booth was tailored to reflect the unique attractions of its respective region, with tourism posters, leaflets, and a variety of goods on display. Visitors could pose for photos with the mascots, spin a roulette for prizes like local currency and character goods, and, perhaps most importantly, learn about destinations outside the capital. The hope is that these playful, memorable experiences will spark curiosity—and future travel plans—for Korea’s less-visited locales.
Suncheon City, for its part, seized the moment as well. From May 21 to 31, it promoted its ecological and garden tourism resources to foreign tourists at the same popup zone, using its mascots Rumi & Tung-i. The city’s approach, according to Jeon-guk Maeil Shinmun, goes beyond mere souvenirs: “Rumi & Tung-i are not just promotional characters, but the most powerful way to convey Suncheon’s charm as tourism content,” said Kim Mi-ja, head of Suncheon’s Content Policy Division. “We will continue to enhance our competitiveness in attracting foreign tourists by combining gardens, ecology, and regional characters in differentiated tourism marketing.” Suncheon also participated in the ‘Shining House’ popup event in Gwangju on May 23, aiming to expand cultural exchange and promote its green attractions to a broader audience.
But it’s not just regional governments getting in on the action. Major retail players and food brands are reimagining what it means to “export” Korean culture. Huh Jin-young, head of Olive Young’s Retail Business Division, told Money Today that the surge in foreign tourists is a direct result of the K-culture boom, which now encompasses beauty, fashion, food, and lifestyle. “We have seen a significant increase in multinational customers since the pandemic,” Huh said. “The global recognition of K-culture and K-beauty is palpable on the ground.” Olive Young is responding by expanding experiential stores, offering everything from hanbok try-ons to personal color consultations, and providing English, Chinese, and Japanese language training to its 12,000 staff members nationwide.
“K-beauty is not just about products,” Huh emphasized. “It’s about showing the reality of K-beauty, including makeup and skincare services.” Olive Young is also betting on regional growth, rolling out stores with local themes in places like Gyeongju and investing in spaces that blend local culture with retail experiences.
Samyang Foods, the company behind the fiery Buldak ramen, is taking a similar approach. “We believe it’s now the era of ‘experience export,’ not just product export,” said Samyang’s IMX Division head, Choi Ui-ri, in an interview with Money Today. The company’s “House of Buldak” popup store in Myeongdong drew 8,000 visitors in five days this March, over 80% of whom were foreign tourists. There, fans could try exclusive items like Buldak omelets and, soon, Buldak ice cream—creations designed to forge emotional connections and turn a simple meal into a memorable, shareable experience. “Consuming Buldak is no longer just about eating a product,” Choi explained. “It’s about experience, reinterpretation, and sharing.”
Despite the overall positive trajectory, obstacles remain. According to a 2025 report by the Korea Culture and Tourism Institute, foreign tourists still struggle with insufficient information on transportation (16.1%) and financial matters (11.0%) when preparing for a trip to Korea. The country’s long-standing restrictions on exporting high-precision map data to Google have hampered navigation for many visitors, though a conditional approval granted in February 2026 is expected to improve Google Maps’ usability soon. Payment infrastructure is another sticking point: while 79.2% of tourists shop during their stay, many small businesses and traditional markets still don’t support global payment methods like Apple Pay, limiting convenience for international visitors.
Still, foreign tourists’ overall satisfaction remains sky-high. In the fourth quarter of 2025, 97.8% reported being satisfied with their Korean travel experience, and 96.5% said they would recommend it to others. The challenge now, experts say, is to match that enthusiasm with practical improvements—expanding digital infrastructure, supporting global payment options, and ensuring that the warmth and creativity of Korea’s tourism marketing translates into seamless, memorable journeys for visitors from around the world.
As Korea’s tourism sector continues to innovate, the message is clear: the future of travel here is not just about seeing the sights but about feeling the culture—one character, one taste, and one experience at a time.