Foreign Tourists in Korea Flock to 'This Place'... K-Goods Enter Everyday Shopping Routes

Korea Tourism Organization Supports Sales of Contest-Winning Souvenirs at Major Duty-Free Shops, Including Lotte and Shinsegae
Sales Channels to Expand to a Tax-Refund Pharmacy in Hongdae in November, with Instant Refund Service
On Offer: Wrist Pill

Tourist souvenirs showcasing traditional Korean culture are set to appear in pharmacies, which are emerging as popular shopping destinations for foreign tourists. Following airports and downtown duty-free stores, sales outlets are expanding to tax-refund pharmacies offering immediate refunds. The distribution channels for tourist souvenirs are broadening from traditional souvenir shops to everyday shopping spots frequented by foreign tourists.

A sales area featuring award-winning souvenirs from the “2026 Korea Tourism Contest” at Shinsegae Duty Free Myeongdong in Jung-gu, Seoul. From the 29th through the 15th of next month, the Korea Tourism Organization is supporting 15 companies in selling their tourism souvenirs at the venue. Next month, it plans to expand sales locations to post-tax-refund pharmacies in the Hongdae area. Korea Tourism Organization

The Korea Tourism Organization said on October 30 that it will expand sales outlets for winners in the souvenir category of the “Korea Tourism Contest” to major duty-free stores and pharmacies.

The initiative aims to broaden distribution networks so foreign tourists can find outstanding tourist souvenirs in shopping venues they frequently visit. It is intended to secure sales channels that can turn award-winning contest souvenirs into purchases by consumers.

Support for placement in duty-free stores has been rolling out since October. After products from eight companies were stocked at Panpan Duty Free on October 1, products from 17 companies went on sale at Lotte Duty Free Jeju Store starting October 23. On October 29, products from 15 more companies were added at Shinsegae Duty Free Myeongdong.

The products will be sold at Panpan Duty Free through December 31, 2027, and at Lotte Duty Free Jeju Store through December 31 this year. The products will be stocked at Shinsegae Duty Free Myeongdong through November 15.

Sales outlets will also expand to pharmacies, which are emerging as a new shopping destination for foreign tourists.

The Korea Tourism Organization plans to work with PharmSpace, a platform company specializing in pharmacy services, to stock tourist souvenirs at major pharmacies popular with foreign tourists. Sales outlets will be expanded in stages, starting next month with Beauty Onnuri Pharmacy, Musinsa Beauty Hongdae Branch.

In particular, the organization plans to make shopping more convenient for foreign tourists by linking sales to immediate tax refunds. The approach will diversify distribution channels so tourists visiting pharmacies to buy medicines or cosmetics can also browse and purchase Korean cultural products.

The products on sale combine Korea’s traditional culture with modern-day practicality.

“Wrist Pillow Filled with Good Fortune,” inspired by a Joseon royal pillow artifact, brings the form and meaning of a traditional artifact into an everyday item. “Korean Mountains in the Palm of Your Hand: Saekdong Gonggi” combines the beauty of Korean landscape paintings with gonggi, a traditional Korean game played with small stones or pieces.

The “Joseon Royal Wine Stopper,” a winner in last year’s tourist souvenir contest, will also be available. The product reinterprets the imagery of traditional royal culture as a modern household item.

The Korea Tourism Organization plans to expand the distribution of practical tourist souvenirs that capture Korea’s cultural characteristics, thereby creating more opportunities to connect with international tourists.

“Tourist souvenirs are evolving beyond simple travel mementos into K-goods that introduce Korea’s culture and appeal to the world,” said Song Eunkyung, head of the Shopping and Accommodation Team at the Korea Tourism Organization. “We will continue to identify new distribution channels in response to changing tourist spending trends and support outstanding tourist souvenirs in building global competitiveness.”

The Korea Tourism Organization will also hold the “2026 Korea Tourism Souvenir Fair” at Dongdaemun Design Plaza (DDP) in Seoul from November 20 to 22. Participants will include various K-goods companies and local governments, as well as 25 winners of this year’s Korea Tourism Contest. The event will feature one-on-one business consultations, hands-on programs, and a special tourist souvenir sale.

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