"It Wasn't Jeju or Busan"... 'Santorini of Korea' Draws Crowds of Travelers in Their 20s and 30s Lately

Mukho Featured as a Travel Destination in Trend Korea 2027
Gift Shop Visits Surge, with People in Their 20s and 30s Accounting for 74% of Spending

As "small-city travel," in which visitors slowly experience local alleys and everyday life instead of quickly touring famous attractions, emerges as a new travel trend, Mukho in Donghae, Gangwon Province, is drawing attention as a leading destination.

Mukho Eodal Intersection, famous for its photo zone. Screenshot from social media.

According to Donghae City on October 19, the recently published "Trend Korea 2027" highlighted the small-city travel trend and featured Mukho as one of its key examples. Mukho is also known as the "Santorini of Korea." Its hillside village, blue sea and harbor scenery combine to make it a popular spot for photography.

The book describes Mukho as a place with a compact layout that lets visitors explore major attractions on foot, the atmosphere of a quiet harbor village and a distinctive local character. It particularly noted that the alleyways running along the sea and hillside, as well as the scenery of the old harbor village, are attracting young travelers.

Use of Gift Shops Surges 2,113%... People in Their 20s and 30s Account for 74%

Consumer data also confirms the interest among younger people. According to Shinhan Card data, the number of visits to gift shops in the Mukho area from January to May this year rose 2,113% from the same period in 2024. People in their 20s and 30s accounted for 74% of spending.

A traveler showcases cute little items at a gift shop in Mukho. Naver blog @Colorlesss

Interest in Mukho is also continuing on social media. Instagram posts related to "#Mukho" number about 64,000. Travelers have also been sharing their reviews. One online user said Mukho was "relatively safe for a woman traveling alone and easy to explore on foot without a car." Another user said in a YouTube video that "gift shops are clustered around Mukho Station and Nongoldam-gil," adding that "it's fun to browse postcards, books and charming little gifts."

Two and a Half Hours from Seoul by KTX... Explore Alleys and the Harbor on Foot

Accessibility is another advantage. Mukho can be reached from Seoul in about two and a half hours by KTX. Visitors can explore Nongoldam-gil, Dochebbi골 Sky Valley and coastal scenery on foot from Mukho Port, making it easy to visit major attractions without a car.

YouTube Shorts about a trip to Mukho. Screenshot from YouTube.

The chance to experience the living spaces of local residents, old alleyways and harbor scenery firsthand, rather than large-scale tourist facilities, also aligns with recent travel trends. Demand is growing for trips that involve staying in one area, walking through its alleys and experiencing the local atmosphere, rather than just stopping at famous attractions for a quick photo before moving on.

This is not the first time Donghae City has been featured in "Trend Korea." Cases related to the city were previously covered in "Trend Korea 2022" and "Trend Korea 2026." The 2026 edition, in particular, introduced the Dongho District seaside bookshop village, created through an urban regeneration project, as an example of "Feel-conomy," a consumer trend that prioritizes emotions and experiences.

Enhancing Tourist Convenience... Free Traveler Hub to Be Built at Mukho Station

Donghae City has worked to improve the living environment in Mukho's old downtown, including its aging alleys and stairways, and to upgrade public spaces while preserving the area's history and scenery.

Scenes from Mukho. Social media capture.

More recently, the city has also moved to expand tourism infrastructure to make travel more convenient. On September 28, Donghae City announced plans to create a traveler hub at Mukho Station, using unused space inside the station and the site of an existing outdoor performance venue. The hub will allow travelers arriving in Mukho by KTX to leave their luggage and obtain tourism information.

The hub will feature a digital information system providing tourism information about Donghae City, a lounge, mobile phone charging facilities and lockers where visitors can store luggage such as suitcases free of charge. It is planned to operate as an unmanned facility that is open 24 hours a day, free of charge, so travelers can use it conveniently before or after taking a train.

Jeong Hayeon, Donghae City's Public Relations and Audit Officer, said, "Mukho's inclusion in 'Trend Korea 2027' is significant because it shows that the scenery and everyday life of a harbor village are attracting renewed attention amid recent travel trends." She added, "We will create a travel environment where visitors can spend time at a leisurely pace and return, while preserving the area's distinctive local character."

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