The Ministry of Culture, Sports and Tourism announced on the 27th that it will host a 'Cultural Tourism Festival Pop-up Store' in Seongdong, Seoul, in collaboration with the Korea Tourism Organization (KTO) to promote cultural tourism festivals.
The pop-up store will be held in two parts. The first part will take place from the 28th to the 30th and will target the 'Daegu Chicken and Beer Festival,' which is scheduled for July.
The space is designed around the theme 'Hidden Truck,' allowing visitors to engage with experiential content in the form of a 'truck' while participating in a game mission called 'Chicken and Beer Delivery Operation' to experience the Daegu Chicken and Beer Festival. Participants will also receive a small souvenir.
The second part will be held from August 14th to 20th and will feature cultural tourism festivals selected through an application process, including the Daegu Chicken and Beer Festival, Geumsan World Ginseng Festival, Gimje Horizon Festival, and Gwangju Kimchi Festival, as well as nearby cultural tourism festivals impacted by forest fires in North Gyeongsang Province, such as the Andong Mask Dance Festival, Yeongju Punggi Ginseng Festival, and Cheongsong Apple Festival, totaling eight festivals. The space will be organized cohesively using these cultural tourism festivals.
This pop-up store will encourage visitors to explore the festival grounds and regional tourist attractions on weekdays and will provide opportunities for a 1-night, 2-day trip through a lottery system to stimulate the local economy.
During the first part, visitors will receive free table vouchers for the chicken and beer festival, while during the second part, visitors to the Geumsan Ginseng Festival pop-up store will receive 'Rural Stay Travel Vouchers.'
Event schedules and other information can be found on the Korea Heartfelt website and the 'Real World' application.
Kim Jeong-hoon, head of the tourism policy division at the Ministry of Culture, Sports and Tourism, said, 'This pop-up store, which promotes cultural tourism festivals that have established themselves as representative tourism content of Korea, will be held in Seongdong, known as a top destination for domestic and inbound tourists.' He added, 'Through this event, we hope that cultural tourism festivals become the top tourism content that inbound tourists want to visit.'