'2025 Korea Tourism Souvenir Expo' Opens on the 21st at DDP

The Ministry of Culture, Sports and Tourism (MCST) and Korea Tourism Organization (KTO) announced on the 19th that they will host the '2025 Korea Tourism Souvenir Expo' from the 21st to the 23rd at the Art Halls 1 and 2 of Dongdaemun Design Plaza (DDP) in Seoul.
This year’s expo, held under the slogan 'Souvenir Land Filled with Exciting K-Goods,' will feature a record 134 companies and organizations, including Incheon Metropolitan City, Busan Tourism Organization (BTO), and BC Card.
The exhibition halls will showcase souvenirs with unique appeal across seven themes: stationery and office supplies, beauty and cosmetics, crafts, household goods, fashion accessories, processed foods, and Tourism Dure.
In the main exhibition hall operated by KTO, visitors can view a chronology of the Korea Tourism Souvenir Contest, which has been held since 1998. The display will also feature 25 award-winning works from this year, including the 'Joseon Royal Wine Stopper,' which won the Presidential Award at the 2025 Korea Tourism Souvenir Contest.
The expo will also host one-on-one business meetings connecting souvenir companies with leading domestic distributors. KTO plans to support market expansion for these companies by providing collaboration opportunities with major distributors such as HYUNDAI Home Shopping and Wadiz.
There will also be interactive special events. On the opening day, the 21st, YouTuber Kim Won Hoon will host the 'Challenge! K-Goods Golden Bell' event, featuring award-winning souvenirs. On the 22nd, branding expert Hee Young No, head of Sikeum Research Institute, will give a lecture on effective marketing strategies and the future direction for souvenir companies. On the final day, a 'K-Beauty Show' will be held, featuring a styling stage with award-winning items such as the 'Hwahyup Princess Yeonji Balm' and 'Dancheong Daenggi Scarf.'
Kyung-Soo Yang, Acting Head of the Tourism Industry Division at KTO, stated, "KTO has continuously collaborated with private distributors to develop tourism souvenirs as core content for the tourism industry, rather than just simple products. Next year, we plan to expand beyond the domestic market and focus on global promotion and overseas distribution, accelerating the entry of K-Goods into the world market."
jsm64@fnnews.com Jung Soon-min Reporter