Seoul seeks startups to bring temple stays and Korean medicine to global tourists

Participants join a monk in a prayer gesture during a temple stay at Baekdam Temple in Inje, Gangwon Province, Aug. 9. Yonhap

By Lee Kyung-min

• Published Aug 25, 2026 12:29 PM KST

Seoul is looking for startups that can turn centuries-old Korean experiences, from temple food and meditation to traditional medicine, into easier and more personalized journeys for international visitors.

The Seoul Metropolitan Government said that applications will open Tuesday and run through Sept. 9 for startups proposing tourism services that combine traditional attractions with artificial intelligence (AI) and other digital technologies.

The selected companies will share about 100 million won ($72,300) in proof-of-concept funding, along with accelerator programs and promotional support through the city’s official channels.

The program is designed to pair tourism startups with private organizations that hold local tourism resources and expertise, allowing the companies to test new business models with international visitors in real-world settings.

Proposals could include multilingual booking and information services for temple food and temple stays, AI-powered guides to temples and Buddhist culture, customized wellness packages combining traditional medicine and tourism, and personalized services based on visitors’ health interests.

The city said the effort is intended to address common challenges for foreign visitors, including finding information, making reservations and communicating across languages.

Selected startups will work with private partners to refine their business models before conducting proof-of-concept projects at tourism sites.

Seoul will provide the demonstration funding and connect the companies with professional accelerators, while also supporting online and offline marketing to promote successful projects.

The city said last year’s collaborations produced services including luggage storage and delivery for international visitors working with Good Luck Company and CJ CGV, as well as customized docent tours developed by Pavement and Amore Seongsu.

Eligible applicants must be individual or corporate businesses that were established within the past seven years as of Sept. 9, with applications due by 5 p.m. that day.

Cho Sung-ho, head of Seoul’s Tourism and Sports Bureau, said the program would connect distinctive local tourism resources with innovative technology to create services that international visitors can experience directly.

This article was published with the assistance of generative AI and edited by The Korea Times.