In conjunction with the upcoming "2026 Yeosu World Island Exposition," the Ministry of Culture, Sports and Tourism and the Korea Tourism Organization (KTO) have officially launched the "Sum & Sip" promotional campaign. Unveiled on September 11, the initiative aims to spotlight the rich natural landscapes and unique culinary cultures of six scenic islands along the southern coast of South Korea, transforming them into globally sought-after travel destinations through November.

The core concept of "Sum & Sip" draws inspiration from the distinct geographic environments and brewing heritage of six southern islands, cleverly blending local traditional liquors with newly developed K-desserts. South Korea is home to over 3,000 islands, and this campaign specifically targets the Southern Coast to diversify the nation’s tourism appeal beyond mainland hotspots.

To bring the local scenery to life through gastronomy, the KTO collaborated with local experts to craft six signature K-desserts, each embodying the unique visual and agricultural traits of a specific island:

Wando Island: "Mongdol Black Sesame Rice Snack," shaped after the smooth, round black pebbles of the local Mongdol beach.
Gaedo Island: "Neoreunbawi Laver Gangjeong," inspired by the wide rock formations of Cheongseokpo.
Geumodo Island: "Shrimp Jerky," reinterpreting the island's vibrant seafood culinary culture.
Nangdo Island: "Haesicae Citrus Gyeor-yakgwa," capturing the layered geological cliffs (sea stacks) unique to the area.
Namhaedo Island: "Terraced Paddy Field Mini Pumpkin Rice Snack," utilizing the region's famous specialty miniature sweet pumpkins.
Jindo Island: "Sebang Sunset Gwapyeon," reflecting the breathtaking sunset hues and shimmering ripples of the local sea.
Complementing these local delicacies, the KTO has also reimagined Korea's traditional dining and drinking culture known as "Juansang" (a small dining table set with alcoholic beverages and snacks) by creating a portable "Juansang Kit" containing all six island desserts. Designed to be more than just a souvenir, the kit is paired with digital storytelling content that introduces the scenery and background stories of each island, allowing travelers to discover and dream about their next travel destination right from home.

To bridge digital engagement with physical visits, the campaign will roll out experiential offline events starting in October. Visitors to local partner breweries in Gaedo, Geumodo, and Namhaedo will have the opportunity to participate in the "One Sip" event, featuring complimentary traditional liquor tastings. Additionally, the KTO is organizing specialized island-tour programs tailored for global influencers and international tourists, ensuring that online curiosity translates into meaningful, on-site foot traffic.

KTO President Park Sung-hyuk emphasized the strategic vision behind the project, stating, "This campaign is a deliberate effort to transform our islands' unique landscapes and food cultures into compelling reasons for international travelers to visit. We will continue to expand regional tourism from the mainland to the islands, discovering immersive contents that encourage travelers to linger longer and experience authentic local charms."

The campaign has already generated massive international buzz. The official "Sum & Sip" promotional video, released on the KTO's official YouTube channel "VISITKOREA," surpassed approximately 7.7 million views within just three days of its launch. Through this explosive digital response and upcoming on-site activations, the Korean government and tourism authorities expect to draw strong global attention ahead of the 2026 Yeosu World Island Exposition, cementing Korea's southern islands as top-tier international travel destinations.

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