Souvenir Fair at DDP spotlights Korea’s top travel keepsakes

A set of “Joseon Royal Wine Stoppers,” inspired by the Joseon Dynasty (1392-1910), which won the Presidential Award at the 2025 Korea Tourism Souvenir Competition / Captured from the Korea Tourism Organization website

Souvenir Fair 2025, Korea’s largest festival for traditional and contemporary keepsakes, is set to return to Dongdaemun Design Plaza (DDP) in Seoul Friday through Sunday. The expanded event reflects both the rising global profile of “K-goods” and growing interest among international visitors in locally made souvenirs.

Hosted by the Ministry of Culture, Sports and Tourism and the Korea Tourism Organization (KTO), the three-day event is expecting a record 134 exhibitors, representing regional governments including Incheon and Busan, as well as major industry players such as BC Card.

Themed zones will line the DDP Art Hall, inviting visitors to experience the diversity of Korean mementos across seven categories: stationery and office supplies; beauty and cosmetics; crafts; home essentials; fashion accessories; processed foods; and regional tourism clusters.

A poster for the Souvenir Fair 2025 / Courtesy of Korea Tourism Organization

The KTO’s main pavilion will feature a retrospective exhibit on the country’s annual souvenir contest, which dates back to 1988. The exhibit will feature this year’s President Award-winning souvenir: "Joseon royal wine stopper" and other top entries from this year’s contest.

A must-have item zone, curated with recommendations from every corner of the country, will showcase travel essentials. Major retailers such as Hyundai Department Store will introduce their own line of signature K-goodies.

The expo includes one-on-one business networking events, linking souvenir creators with leading distributors. Custom consulting programs covering design, branding and sales channels will also be available.

The event will also feature daily entertainment ranging from a YouTuber-hosted trivia event and a branding seminar by industry leaders to a K-beauty showcase. Traditional craft workshops and traditional liquor tasting sessions are set to provide hands-on experiences.

More details are available on the KTO website.