The Korea Tourism Organization (KTO), led by President Park Sung-hyuk, is hosting its first-ever public exhibition and sales event for the winners of the "2026 Korea Tourism Souvenir Competition" at The Hyundai Seoul from September 11 to 20.

Under the theme "Korea Select 25," this special exhibition aims to expand market access for top-tier tourism souvenirs. Building on ongoing cooperation with title sponsor Hyundai Department Store, the initiative seeks to broaden consumer touchpoints for both domestic and international shoppers.

The exhibition showcases 25 carefully selected award-winning entries, highlighted by the prestigious Presidential Prize winner, "Baudeogi’s Brilliant Stage Unfolded on the Dining Table." This masterpiece, originating from Anseong, creatively reinterprets the traditional folding fan of the historical female entertainer Baudeogi into a refined forged brass (bangjja yugi) tableware collection. Visitors can explore these exceptional items at the central exhibition space on the 5th floor of The Hyundai Seoul. Furthermore, the products have entered the "The Hyundai Souvenir" store as a shop-in-shop, establishing a permanent retail channel for domestic and foreign tourists.

Song Eun-kyung, Head of the KTO’s Shopping and Accommodation Team, emphasized the strategic significance of the venue. She noted that The Hyundai Seoul serves as an essential landmark for international visitors and a platform leading the latest cultural trends, making it the optimal location to debut this year's collection. She added that the KTO plans to leverage this partnership with Hyundai Department Store to secure broader distribution channels through sponsoring organizations such as Lotte Duty Free and the National Museum Cultural Foundation, while also actively supporting global online expansion via platforms like Amazon.

Following the showcase at The Hyundai Seoul, the KTO is preparing for the nation's largest tourism souvenir gathering—the "2026 Korea Tourism Souvenir Fair"—scheduled to take place from November 20 to 22 at the Dongdaemun Design Plaza (DDP). The upcoming fair will feature diverse benefits for participating businesses, including complimentary exhibition booths and one-on-one business consultations. Applications for participation remain open through September 18 via the official KTO website.

To further enrich the scope of the exhibition, the annual Korea Tourism Souvenir Competition has long served as a vital incubator for discovering hidden cultural gems that encapsulate the essence of Korean heritage while meeting modern lifestyle demands. By elevating traditional craftsmanship—such as metalwork, ceramics, and textiles—into contemporary utility goods, these initiatives empower local artisans and small-scale creative enterprises. As inbound tourism continues to surge following global travel recoveries, unique physical mementos play a critical role in extending visitor engagement and spreading Korean culture globally. The expansion into major duty-free shops and global e-commerce networks marks a crucial step in transforming localized artisanal crafts into globally competitive cultural brands.

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