25 winning works unveiled at The Hyundai Seoul

President's Award goes to bangjja brassware tableware inspired by Baudeogi

Permanent sales corner opens inside The Hyundai Souvenir

Amazon, duty-free tie-ups planned for overseas expansion

Final selections from the "2026 Korea Tourism Contest" (souvenir category), on display at The Hyundai Seoul (Korea Tourism Organization)
Final selections from the "2026 Korea Tourism Contest" (souvenir category), on display at The Hyundai Seoul (Korea Tourism Organization)

Korea's top tourism souvenirs are making their way into major retail spaces, expanding contact points with domestic and international consumers in earnest. The move aims to widen distribution channels for competitive tourism goods, supporting inbound tourism promotion and consumer spending.

The Korea Tourism Organization will showcase the final selections of the "2026 Korea Tourism Contest" (souvenir category) at The Hyundai Seoul from Friday through Sept. 20.

Themed "Korea Select 25," the event was organized to expand distribution channels for outstanding tourism souvenirs. The organization is working with its sponsor, Hyundai Department Store, to continue supporting sales channels that widen contact points with both domestic and international consumers.

Final selections from the "2026 Korea Tourism Contest" (souvenir category), on display at The Hyundai Seoul (Korea Tourism Organization)
Final selections from the "2026 Korea Tourism Contest" (souvenir category), on display at The Hyundai Seoul (Korea Tourism Organization)

The event displays a total of 25 award-winning works, including "Baudeogi's Radiant Stage Unfolds on the Table," which won the President's Award in this year's contest. This bangjja brassware tableware, crafted around the fan motif of Baudeogi — a signature cultural heritage of Anseong — is displayed alongside the other selected works. They are on view in the central space on the fifth floor of The Hyundai Seoul. The works will also go on permanent sale in a shop-in-shop corner inside The Hyundai Souvenir, a popular shopping destination for both Korean and foreign visitors.

Final selections from the "2026 Korea Tourism Contest" (souvenir category), on display at The Hyundai Seoul (Korea Tourism Organization)
Final selections from the "2026 Korea Tourism Contest" (souvenir category), on display at The Hyundai Seoul (Korea Tourism Organization)

Song Eun-kyung, head of the Korea Tourism Organization's shopping and accommodation team, said, "Building on our collaboration with Hyundai Department Store, we plan to actively support the expansion of sales channels through sponsoring organizations such as Lotte Duty Free and the National Museum Cultural Foundation, as well as entry into overseas online platforms like Amazon."

Meanwhile, the organization will hold the country's largest "Tourism Souvenir Fair," bringing together Korea's leading tourism souvenirs, at Dongdaemun Design Plaza from Nov. 20 to Nov. 22. Companies participating in the fair will receive support such as free booths and one-on-one business consultations, with applications accepted through the organization's website until Sept. 18.


terry@heraldcorp.com