"Why Go All the Way to Japan?" Walking Alleys and Eating Jjambbong... The Destinations Captivating Travelers in Their 20s and 30s

When Food Becomes the Destination
Seeking Out the "Local Vibe"

Until recently, people in their 20s and 30s who used to travel to small alleys in overseas cities like those in Japan are now turning their attention to small towns in Korea.

According to Yonhap News on October 4, recent posts on social networking services (SNS) such as Instagram are introducing itineraries for local small towns, including “Gongju Day Trip,” “Gunsan Walking Tour,” and “Mukho 2 Days 1 Night.”

These days, instead of visiting major tourist hotspots such as Jeju, Busan, or Gyeongju, many in their 20s and 30s are seeking out tranquil towns with populations around 100,000. There, they explore alleys and traditional markets while discovering local specialties. The appeal of small-town travel lies in experiencing regional cuisine, old buildings, and new attractions all at once.

Travel itineraries for small cities, such as "Day Trip to Gongju" and "1 Night 2 Days in Mukho," are gaining popularity on social networking services (SNS). Instagram capture

One of the distinctive features of Gongju is that it’s suitable for a day trip from anywhere in Korea. Travelers often explore the historic city center, including places like Gongsanseong Fortress and Jemincheon, before visiting popular restaurants. Food is a big part of the experience—Gongju, known as the “birthplace of Injeolmi,” is famous for “rice cake shop pilgrimages” where people visit multiple famous rice cake shops. The original store for “Gimpitang” (a dish mixing kimchi, pizza, and sweet-and-sour pork) and chestnut-themed T-shirts, featuring Gongju’s local specialty, have spread by word of mouth.

In Gunsan, visitors check out the old downtown area, where modern cultural heritage remains, and explore long-established shops. Due to its location as a port city and reputation as the "city of jjambbong (spicy noodle soup)," Gunsan will host the 2026 Gunsan Jjambbong Festival from October 9 to 11, centered around Baeknyeon Plaza in Jangmi-dong.

In Mukho, Donghae City, a well-known travel activity is to walk along Nongoldam-gil and enjoy the alleys around the port as well as views of the sea. Responding to the boom in small-town travel, Donghae City, Gangwon Province, has decided to create a small-scale, multi-purpose traveler platform within the Mukho Station area, utilizing idle space and the site of an existing outdoor stage for relaxing and storing belongings. They also plan to offer information linking major tourist attractions and local tourism content, so that visitors to Mukho Station can naturally travel on to other destinations and commercial areas in the region.

Small town travel courses trending on social networking services (SNS). Instagram capture

When travelers post reviews of their trips on SNS, a virtuous cycle is being created in which young people inspired by the content actually visit those regions.

Experts analyze that the travel patterns of young people have shifted from "simple sightseeing" to "local immersion." While food or souvenirs used to be secondary elements of a trip, they have now become its main purpose. Small towns are regarded as ideal for these local experiences, and as word spreads about charming destinations, entire cities are gaining recognition as travel hotspots.

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