Lifestyle - The Korea Times

Seoul unveils year-round events to draw global visitors beyond K-culture boom

Seoul is rolling out an ambitious slate of tourism projects for 2026, aiming to transform the capital city from a brief pop-culture waypoint into a year-round destination built around immersive experiences — from festivals and nature retreats to wellness programs and artificial intelligence-driven services. At a tourism business briefing in Seoul Tuesday, municipal and tourism authorities said foreign visitor numbers had surpassed their prepandemic peak last year, with roughly 15 million international arrivals to the capital, as Korea as a whole saw a record 18.24 million inbound travelers. “We are now at an important turning point where we must move beyond quantitative growth and redefine the qualitative structure of Seoul tourism,” said Kil Ki-yeon, CEO of the Seoul Tourism Organization (STO). The city’s strategy for 2026 centers on stretching stays and spending by turning Seoul into a city of “365 days of festivals,” led by a new and expanded lineup of projects. Major Han River parks in Yeouido, Ttukseom and Banpo will host large-scale nighttime drone performances and medi

Feb 24, 2026By Lee Hae-rin

Seoul unveils year-round events to draw global visitors beyond K-culture boom

Move over Dubai chewy cookie, Korea has a new viral snack

As the hype surrounding the "Dujjonku," or Dubai chewy cookie, begins to fade, Korean social media users are turning to a new viral snack trend known as "jelly eolmeok," or frozen gummy candies. The craze involves simply placing store-bought gummies in the freezer and has rapidly spread across online platforms. The "crunch" of frozen gummies has become a viral sensation on Instagram, YouTube, and X (formerly Twitter). Driven by the appeal of treats shattering on impact, the trend has evolved into social media where users share tips on brand selection and ideal freezing durations. Fans of the trend actively share specific advice, noting that candies with a hard exterior and a slightly soft interior work best. Users also regularly debate the textural differences between freezing the gummies for four hours versus eight hours. Search data reflects the rapid surge in interest. According to the Naver DataLab search trend index, queries related to freezing gummies lingered below 10 until late last month. However, the index surpassed 20 early this month before skyrocketing to a peak of 100 on F

Feb 24, 2026By Hankookilbo

Move over Dubai chewy cookie, Korea has a new viral snack

Starbucks to debut new iced Americano in Korea

Starbucks Korea said Monday it will launch a new style of iced Americano this week, marking the first such debut by the U.S. coffee chain in South Korea, a market widely known for year-round consumption of iced coffee. The new beverage, called the Aerocano, will make its global debut in South Korea on Thursday, according to a company press release. The drink features a creamy, velvety foam layer and a smoother mouthfeel compared with a traditional iced Americano. Starbucks said it selected South Korea as the first market to introduce the Aerocano, citing strong local demand for iced beverages regardless of season. "It is especially meaningful to introduce the Aerocano for the first time in Korea, a market with passionate customers and a distinctive coffee culture," said Alexandra Orsolic, senior product manager for Starbucks Asia Pacific. Over the past three years through 2025, iced Americanos accounted for more than 70 percent of total Americano sales at Starbucks Korea, the company said. In South Korea, iced Americanos are commonly referred to as "Ah-Ah," and their year-round popularity

Feb 23, 2026By Yonhap

Starbucks to debut new iced Americano in Korea

Korea House becomes top cultural venue of Olympics

MILAN — At the Villa Necchi Campiglio, a historic mansion synonymous with Italian luxury and the film "House of Gucci," the scene has shifted from cinematic drama to culinary frenzy. The quiet elegance of the 1930s estate was overtaken by a bustling, festive crowd the weekend of Feb. 8. In the manicured gardens where aristocracy once walked, visitors stood shoulder to shoulder, holding cups of fried chicken and fish cakes. While athletes chase medals on the snowy slopes and in the ice rinks of the 2026 Winter Olympics, Korea is quietly executing a masterclass in cultural diplomacy in Milan's city center. The Korea House is officially just one of 10 National Olympic Committee hospitality hubs in the city. But in practice, it has become the hottest ticket in town, transforming a diplomatic outpost into a cultural theme park that rivals the events themselves for attendance. Best place of the Olympics Christian, 25, stood in the garden of The Korea House on Feb. 12, soaking in the atmosphere. For him, the visit was entirely about the culture. "To be able to taste real K-food in the middle of

Feb 19, 2026By Hankookilbo

Korea House becomes top cultural venue of Olympics

How did China’s Guangzhou tee up surge in Korean tourists?

HONG KONG — A surge in Korean visitors wanting to play golf in Guangzhou, fueled by China’s visa-free travel policy and the city’s warm climate, is keeping Quan Yulan busier than ever at the travel agency where she has worked for 12 years. Compared with 2023, when international travel began recovering after the COVID-19 pandemic, Korean bookings surged by more than 300 percent last year, said Quan, who is of Korean descent, adding that the Guangzhou-based agency expected even stronger growth this year. “Even though Guangzhou is one of China’s three major cities, Korean golfers used to be relatively rare here,” she said. “But now I’m happily busy every day.” While roughly 90 percent of golfers in Guangzhou are Chinese, Korean visitors make up the overwhelming majority of foreign players, according to travel industry officials. Most of the golf-focused travel agencies in the city, including the one where Quan works, are run by or employ Chinese people of Korean descent to cater primarily to the Korean market. For years, Korean golf tourists favored countries such as Japan

Feb 19, 2026By Lee Yeon-woo

How did China’s Guangzhou tee up surge in Korean tourists?

Seoul to form partnership with LAFC to promote tourism

The Seoul Tourism Organization (STO), run by the Seoul city government, said Thursday that it plans to form an official partnership with Los Angeles Football Club (LAFC) of the U.S. Major League Soccer, to which Korean football icon Son Heung-min belongs. Both parties are scheduled to sign a memorandum of understanding in mid-April to promote global tourism marketing for Seoul through sports content, the STO said. The partnership will be intended to effectively promote Seoul's appeal through sports events and fan marketing and strengthen the city's brand competitiveness in the global tourism market, it explained. The first official event will be the promotion of Seoul tourism during LAFC's "Fan Fest" event on the day of its home game against San Jose Earthquakes on April 20, the STO said, adding local soccer fans will be introduced to the vibrant life of Seoul. In mid-May, a promotional video for Seoul tourism featuring Son and other key LAFC players will be released on the official "Visit Seoul" YouTube and SNS channels.

Feb 19, 2026By Yonhap

Seoul to form partnership with LAFC to promote tourism

Korea’s photogenic Mukho neighborhood alarmed by tourists blocking road to take photos

The coastal neighborhood of Mukho in Donghae, Gangwon Province, has recently gone viral on social media. Set on a low hill overlooking the vivid blue of the East Sea, the area's winding alleys and tightly clustered homes have captivated travelers seeking scenic backdrops. The place that put Mukho on the tourist map is Eodal Samgeori, a three-way intersection. At the end of the downhill road, the horizon appears as a dramatic panoramic backdrop, turning the spot into a photo hotspot. But when this reporter visited Mukho on Feb. 7, the scene behind the beautiful landscape was unexpectedly alarming. To capture photos with the sea as a backdrop, visitors often stood in the middle of the road, leading many tourists to engage in a dangerous standoff with passing cars. Once a prosperous port in the 1970s, the Mukho had sunk into quiet decline and only recently regained attention. Since March 2020, when rail service between Seoul and Mukho began, it has become accessible via public transport and started welcoming travelers who use the area as a base to access scenic walks. From Seoul Station, th

Feb 18, 2026By Hankookilbo

Korea’s photogenic Mukho neighborhood alarmed by tourists blocking road to take photos

Day trips and overnight escapes: Gyeonggi travel spots for the Lunar New Year holiday

To mark the Lunar New Year holiday in the Year of the Red Horse, the Gyeonggi Tourism Organization recommended destinations across Gyeonggi Province suited for day trips or one-night, two-day getaways. Ansan’s Beradel Riding Club stands out with its massive circular dome at the edge of Daebudo Island. Inside, visitors can ride under warm sunlight filtered through a UV-blocking glass roof. Two outdoor grass arenas allow for walks, and a path at the end leads to views of the sea off Daebudo. The club is located at 376 Buheung-ro, Danwon-gu, Ansan. Riding experiences cost 30,000 won ($21) for 10 minutes or 50,000 won for 20 minutes. It is closed on Lunar New Year’s Day and the preceding day, Jan. 16–17. Hwaseong’s Gungpyeong Camp is popular with families, as booking a riding session includes a tour of the stables. Visitors can see around 40 horses in the main stable and several more in a secondary barn. Notes in front of each horse describe its name, age, appearance and personality, such as “Smaller than other horses and shy” or “Likes grazing.” Guests can ride ponies or wal

Feb 17, 2026By Hankookilbo

Day trips and overnight escapes: Gyeonggi travel spots for the Lunar New Year holiday

‘Healing is the new luxury’: Thailand pivots to wellness to lure back Korean travelers

Thailand is refining its appeal to Korean travelers as it pivots toward higher-value, wellness-oriented tourism, aiming to restore arrivals to pre-pandemic levels by 2026 under its new global branding strategy of “Healing is the New Luxury.” The Tourism Authority of Thailand (TAT) has set a target of 1.89 million Korean visitors in 2026, matching the pre-COVID peak and underscoring Korea’s role as a top-five source market. “Before the pandemic, Korea was already one of our most important neighbors,” Siriges-a-nong Trirattanasongpol, TAT's executive director for the East Asia Region, said during a media gathering in Seoul’s central Itaewon area on Feb. 11. “By 2026, we are determined not only to recover those numbers, but to welcome Korean visitors back with better, more meaningful experiences.” TAT explained its Korea strategy as reframing luxury as inner recovery and value-based experiences rather than conspicuous consumption. “Luxury today is the joy of returning home with a fuller inner life,” Siriges-a-nong said, adding that Thailand wants to be where visitors “

Feb 17, 2026By Lee Hae-rin

‘Healing is the new luxury’: Thailand pivots to wellness to lure back Korean travelers

Scenic views and restaurant-level food: highway rest stops worth the detour in Korea

Traffic congestion has spread across the country since Feb. 13 as holiday travelers head to their hometowns for the Lunar New Year break. While the excitement of the journey remains, fatigue and hunger inevitably set in. Instead of pushing to reach their destination as quickly as possible, drivers may find it worthwhile to pull into a rest stop — where scenic views or a satisfying meal can turn a tiring drive into a pleasant travel moment. Once seen simply as places to rest, highway stops in Korea have evolved into destinations in their own right. Many now highlight regional specialties and tourist attractions, drawing visitors intentionally rather than incidentally. Drawing on recommendations from the Korea Expressway Corp. and online buzz, here are some distinctive rest stops that can ease the stress of holiday traffic — whether on the way to or from home. Few rest stops offer a stronger sense of “travel” than Geumgang Service Area on the Gyeongbu Expressway. Located beside the Geumgang River recreation area, it boasts sweeping views of the surrounding mountains and water. Op

Feb 16, 2026By Hankookilbo

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