The Korea Tourism Organization, led by Acting President Seo Young-chung, announced on the 27th the final 25 winning entries for this year’s Korea Tourism Contest in the souvenir category. Amid the intensifying and diversifying Korean Wave (Hallyu), this K-Gift Goods contest recorded the highest-ever competition rate of 27:1.
In the 2025 contest, the ‘Joseon Royal Wine Stopper,’ which embodies the image of a king seated on the throne in Geunjeongjeon Hall, Gyeongbokgung Palace, won the Presidential Award. This product also received the newly established ‘Global Popularity Award’ due to praise from the foreign judging panel.
The Prime Minister’s Award in the local specialization category went to ‘Gyodong’s Biju Daemongjae 1779 Traditional Liquor,’ created based on the traditional liquor-making method of Gyeongju. In the general category, the ‘Gold Leaf Craft DIY Coloring Kit, Korean Traditional Gilding’ was selected as well.
The Innovation Award, reflecting consumer demand, included four products: ‘Jeon Basseyo,’ a snack expressing the crispy texture of seafood pancakes and kimchi pancakes, and the ‘Nangdo Hanji Leather Card Wallet,’ layered with traditional Korean paper.
Many products were selected with a reasonable price point of under 30,000 won, improving consumer accessibility for purchase.
With the recent trend driven by the Netflix hit “K-Pop Demon Hunters” (referred to as ‘KDS’), the product ‘Here Comes the Gat Landscape’ and ‘The Charm of Joseon, Gat Cup,’ inspired by the Korean traditional hat, received positive evaluations and recognition.
Modern reinterpretations of traditional Korean makeup culture, such as the K-Beauty product ‘Hwahyop Ongju Yeonji-go,’ stood out as they reflected the latest trends.
These products, preserving traditional values while boasting attractive designs, are expected to enhance the global competitiveness of tourism souvenirs, according to the contest organizers, who reported that the judging panel awarded them high scores.
The Korea Tourism Organization plans to utilize winnings for purchases of the award-winning items, including 10 million won for the Presidential Award and 4 million won each for the Prime Minister’s Award, for domestic and international promotions. They also plan to provide tangible post-support through one-on-one consulting, online and offline distribution channel support, and eligibility to apply for tourism fund loans. Private support institutions like Hyundai Department Store will also assist in distribution channel support through exclusive gift shops such as ‘The Hyundai Present’ and provide commercialization funds.
Yoo Han-soon, the head of the Shopping & Accommodation Team at the Korea Tourism Organization, expressed optimism that this year’s award-winning products will receive favorable responses from both domestic and international consumers, considering that previous products like the Black Hat Cord Ballpoint Pen and Dancheong Keyboard, which created a K-Goods craze, also won awards through this contest. The Organization will further strengthen distribution channel support in collaboration with sponsors such as Hyundai Department Store and the National Museum Cultural Foundation to promote representative Korean souvenirs.
Meanwhile, from November 21 to 23, the ‘2025 Korea Tourism Souvenir Expo’ will be held at Dongdaemun Design Plaza (DDP) in Seoul, featuring an awards ceremony and various K-Goods products, including this year’s award winners. Detailed information about the contest and expo can be found on the ‘2025 Korea Tourism Contest (Souvenir Category)’ website at Visitkorea/souvenir.