K-Beauty by Day, K-Pop by Night... '24-Hour Korea Trip' Captivates Hangzhou

K-Tourism Roadshow Held in Hangzhou by Ministry and Korea Tourism Organization
Over 110 Korean and Chinese Institutions Join, Including Collaboration with Alipay and Fliggy
Regional Tourism Products Linked to Local Airports Promoted in Focus

The Ministry of Culture, Sports and Tourism and the Korea Tourism Organization announced on June 1 that they held the "2026 K-Tourism Roadshow in Hangzhou" in Hangzhou, China, from May 29 to 31.

2026 Hangzhou Roadshow B2C Event Scene. Korea Tourism Organization

This roadshow was organized under the theme "Korea by Day and Night" to showcase the appeal of Korean tourism that can be enjoyed 24 hours a day. Hangzhou, home to the headquarters of major IT companies such as Alibaba, is considered a "new first-tier city" in China and is a key consumer market with a resident population of 12.62 million. The Korea Tourism Organization designated Hangzhou as a strategic hub for expanding tourism from the Huadong region to Korea, taking into account that over 7,000 airline seats are operated weekly between Korea and Hangzhou.

The roadshow featured three main themes: Beauty (美·Beauty), Taste (味·Gastronomy), and Fascination (迷·Hallyu). During the daytime, there were K-beauty makeup shows and K-food tasting events, while in the evening, interactive programs such as a silent DJ party were held. The main stage was enlivened by performances from 1Million Dance Studio and the nonverbal performance "Painters."

Platform collaborations were also conducted to convert on-site experiences into actual demand for travel to Korea. Visitors who collected Alipay NFC stamps at event booths were given Korean travel discount coupons. On Alibaba's travel platform Fliggy, travel-to-Korea products were sold through live commerce broadcasts.

Korean companies such as Binggrae and Amorepacific also participated. The Korea Tourism Organization introduced participatory programs that combined gastronomy and beauty, targeting the trend among Chinese Millennials & Gen Z to experience Korean daily life and lifestyle.

A B2B consultation meeting was also held. A total of 39 organizations, including local governments, travel agencies, duty-free shops, and content companies from Korea, along with about 100 Chinese travel agencies and global travel platforms, discussed ways to develop tourism products to Korea at the "Night of Korean Tourism" consultation meeting. In particular, the focus was on introducing regional tourism content linked to direct flight routes such as Hangzhou-Busan, aiming to spread the demand for travel to Korea from the Seoul metropolitan area to other regions.

Yang Kyungsoo, Executive Director of International Tourism at the Korea Tourism Organization, stated, "Given the current external crises, such as instability in the Middle East and high oil prices, it is time to focus on key nearby markets, including China." He added, "We will proactively develop regional tourism content connected to local airport routes so that Chinese tourists can visit various regions of Korea."

This content was produced with the assistance of AI translation services.