From DDP to all of Seoul: Seoul Design Week draws 670,000 visitors over 12 days

[Financial News] The 2026 Seoul Design Week, held across Seoul, drew a total of 670,000 visitors over 12 days, according to figures. This year, the event expanded beyond its focus on Dongdaemun Design Plaza (DDP) to major commercial districts and design hubs across Seoul, a move seen as broadening both public participation and exchange in the design industry.
The Seoul Metropolitan Government and the Seoul Design Foundation said on the 28th that a total of 670,000 people visited Seoul Design Week, held from the 14th through the 25th.
This year's event drew 871 companies and brands, 370 designers and 353 university students. In particular, it expanded the festival across Seoul by connecting 150 design spaces in five areas: Dongdaemun, Seongsu, Yeonhui, Seochon and Apgujeong.
Seoul Design Week also carries significance as it was held to mark 20 years since Seoul Mayor Oh Se-hoon declared “Design Seoul” in 2006. The Seoul Metropolitan Government plans to use the event as an opportunity to develop design not only as a means of enhancing the city's competitiveness, but also as a policy tool to improve residents' daily lives and quality of life.
Visitors also flocked to industry exchange programs. The DDP Design Fair, organized with the online select shop 29CM, featured about 80 brands and drew 35,000 visitors over five days. Participating companies displayed and sold their products while gauging consumer reactions and exploring new sales channels.
A program was also held to support young designers entering the industry. About 100 students from design teams at 20 universities showcased products and content they had developed in response to challenges set by companies. The program offered students hands-on experience and opportunities for expert mentoring, while giving companies a chance to discover new design ideas.
The Seoul Design Road, which expanded the event's venues, was another major change this year. In Seongsu, an exhibition explored Seoul's everyday life and urban spaces from a design perspective, while in Yeonhui, design studios and architecture firms that are usually difficult for the public to visit were opened to visitors.
At DDP, programs included an exhibition featuring 10 domestic design collaboration teams and about 140 designers, as well as presentations of work by eight design studios from six countries. Design institutions from Italy and Spain also took part, broadening international exchange.
A total of 1,204 projects from 91 countries around the world were submitted to the international Seoul Design Award 2026. 
This year's grand prize went to the Otter Newborn Warmer, made by the US nonprofit design organization Design that Matters. The product is designed to keep newborns warm even in areas with unreliable power supplies and limited medical facilities.
Seven companies, including Hyundai Motor Company, Patagonia Korea, Pulmuone and OpenAI Korea, were named for the newly introduced ESG Design Impact Award.
The Seoul Metropolitan Government also used the event as a preparatory platform for the 2027 World Design Assembly, scheduled to take place next year. It unveiled the assembly's official brand image and the slogan “Think, Make, Change,” and discussed changes in the design industry in the age of artificial intelligence (AI), as well as the role of design in creating sustainable cities.
The city plans to use next year's World Design Assembly as an opportunity to expand cooperation with overseas design institutions and support domestic design companies and talent in entering international markets.
Cha Kang Heui, CEO of the Seoul Design Foundation, said, “Seoul Design Week is a platform where citizens discover new tastes and brands, while designers and companies find new markets and connect with the world. Now, as the whole world is showing interest in K-design, we will work to make Seoul the center of global design.”

[email protected] Seong Chorong Reporter