SEOUL — This autumn, international visitors to South Korea will find it easier than ever to discover award-winning local keepsakes. From airport and downtown duty-free shops to tax-free pharmacies offering instant refunds, the Korea Tourism Organization (KTO) is dramatically widening the distribution channels for outstanding entries from the annual Korea Tourism Souvenir Competition.

To build a solid retail foundation tailored to the travel and shopping patterns of foreign tourists, the KTO rolled out major in-store placements starting in October. Following the launch at Panpan Duty-Free (featuring 8 companies, running through Dec. 31, 2027), the organization successfully expanded into Lotte Duty-Free Jeju Branch (17 companies, through Dec. 31) and Shinsegae Duty-Free Myeongdong Branch (15 companies, running Oct. 29–Nov. 15).

In a strategic move to capture new shopping trends, the KTO has also broken into local pharmacies—which have recently emerged as retail hotspots among foreign visitors. Partnering with pharmacy platform enterprise PharmSpace, the organization is introducing K-souvenirs to key hub pharmacies, beginning with Beauty Onnuri Pharmacy at Musinsa Beauty Hongdae this November, with plans for progressive expansion. By integrating instant tax-refund services at these locations, the initiative significantly boosts purchasing convenience for global travelers.

Shoppers can explore a diverse array of award-winning items that seamlessly blend Korean aesthetics with everyday practicality. Featured highlights include:

*"Wrist Pillows of Fortune": Inspired by Joseon royal court pillow artifacts.
*"Korea's Mountains in the Palm of Your Hand & Saekdong Gonggi": Traditional folk games capturing the elegance of classical landscape painting.
*"Joseon Royal Court Wine Stoppers": A bestselling piece from the 2025 competition.
These unique items promise to elevate the in-person shopping experience, allowing travelers to preserve their Korean memories in style.

"Tourism souvenirs have evolved far beyond simple mementos; they are now expanding into 'K-goods' that showcase Korea's culture and charm to the world," said Song Eun-kyung, Head of the Shopping & Accommodation Team at the KTO. "In alignment with shifting consumer trends among tourists, we will continue to discover new retail channels and actively support our top souvenirs in gaining global competitiveness."

Meanwhile, the KTO will host the 2026 Korea Tourism Souvenir Fair from November 20 to 22 at the Dongdaemun Design Plaza (DDP). Featuring this year's 25 competition winners alongside a wide array of K-goods companies and local governments, the upcoming event will host 1:1 business consultation sessions, hands-on experiential programs, and special discount exhibitions for visitors.

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