Korea seeks next breakout export as global drive intensifies for K-goods
Tourists cross a busy intersection near Gyeongbok Palace in Gwanghwamun, central Seoul, April 30. Yonhap
From royal-themed wine stoppers to keyboards inspired by traditional temple paintings, Korea is launching a nationwide search to find its next breakout cultural export.
The Korea Tourism Organization announced Monday the opening of the "2026 Korea Tourism Souvenir Contest," a high-stakes competition aimed at transforming local craftsmanship into global commodities. Under the slogan "K-Goods, Heading to the World," the government-backed agency is seeking to identify souvenirs that can capture the same international fervor currently enjoyed by the country’s music and cinema.
The competition is divided into two categories: a general section focusing on national icons and a local specialty section designed to highlight the distinct history and nature of Korea’s diverse provinces. The stakes for participants are significant. A total of 25 winners will be selected, with the top Presidential Award carrying a 10 million won prize ($6,790).
This year’s contest features a notable pivot toward international appeal. Organizers have tripled the number of "Global Popularity Awards" — voted on directly by international visitors — and established a new partnership with Lotte Duty Free Shop to help winners secure placement in high-traffic retail hubs. Beyond the cash prizes, the agency is offering a suite of business supports, including one-on-one consulting, distribution networking and eligibility for tourism development loans.
The initiative comes as small-scale creators report transformative success from previous wins.
Last year’s top honors went to the "Joseon Royal Wine Stopper," a product that saw its monthly sales quintuple following the competition. Similarly, a "Dancheong Keyboard" inspired by traditional multicolored patterns became a viral hit in 2024, leading to a collaboration with Hyundai Department Store after repeatedly selling out.
"This contest serves as a springboard for talented artisans who have the ideas but lack the marketing reach to go global," said Min Byeong-seon, head of the tourism industry division at the agency.
By bridging the gap between traditional design and modern utility, Seoul is betting that the next "must-have" item for global travelers is currently sitting in a small local workshop, waiting for its debut on the world stage.
This article was published with the assistance of generative AI and edited by The Korea Times.