Korea's hottest new cultural exports take center stage at The Hyundai Seoul

Korea Tourism Organization launched Korea Select 25 on Friday at The Hyundai Seoul in Yeouido, showcasing the 25 winning entries of the 2026 Korea Tourism Souvenir Contest. The 10-day pop-up runs through Sept. 20 on the mall’s fifth floor. The top prize went to a handcrafted brass tableware set inspired by Baudeogi’s folding fans. The winning items will also be sold at The Hyundai Souvenir, with wider distribution planned through duty-free shops, museums and e-commerce.

The showcase opened on Friday and runs through Sept. 20 at The Hyundai Seoul’s fifth floor in Yeouido.

Korea Select 25 presents the 25 winning entries of the 2026 Korea Tourism Souvenir Contest.

The Presidential Award went to a handcrafted brass tableware set titled The Brilliant Stage of Baudeogi, Unfolded on the Dining Table.

KTO plans to expand distribution to major duty-free networks, museum gift shops and global e-commerce platforms such as Amazon.

The souvenir fair that follows is scheduled for Nov. 20-22 at Dongdaemun Design Plaza.

Published Sep 12, 2026 7:00 am KST

Foreign visitors browse shops along Myeong-dong in Seoul, July 20. Yonhap

Forget cheap plastic keychains and generic refrigerator magnets.

Korea is elevating the humble travel souvenir into a high-design art form, debuting its premier lineup of culturally rooted artisanal goods in the heart of Yeouido.

Starting Friday, the Korea Tourism Organization (KTO) unveiled "Korea Select 25," an exclusive 10-day showcase at The Hyundai Seoul running through Sept. 20. Staged on the department store’s lively fifth floor, the pop-up introduces the 25 winning entries of the 2026 Korea Tourism Souvenir Contest to the public for the first time.

The crown jewel of this year’s competition — securing the prestigious Presidential Award — is a handcrafted brass tableware set titled "The Brilliant Stage of Baudeogi, Unfolded on the Dining Table." Drawing inspiration from the traditional folding fans used by Baudeogi, Korea’s legendary 19th-century female folk performer from Anseong, the "bangjja yugi" (forged bronze) collection seamlessly blends historic performing arts with modern lifestyle aesthetics.

The choice of venue reflects a broader shift in how international visitors experience Seoul.

The Hyundai Seoul has rapidly transformed into a global retail landmark and an epicenter for modern lifestyle trends, making it an ideal launchpad for high-end regional craftsmanship. Beyond the temporary 10-day showcase, the award-winning collection will secure permanent shelf space inside the mall's curated souvenir venue, The Hyundai Souvenir, targeting both local shoppers and international trend seekers.

"The Hyundai Seoul is an essential landmark for foreign tourists visiting Korea and a platform leading the latest consumer trends," said Song Eun-kyung, head of KTO's Shopping and Accommodation Team.

Song noted that the agency plans to expand distribution to major duty-free networks, museum gift shops and global e-commerce platforms like Amazon.

The showcase serves as a prelude to Korea's largest souvenir fair, set to take place at the iconic Dongdaemun Design Plaza from Nov. 20-22. For now, visitors looking for an authentic piece of Korean heritage can browse the pop-up daily from 10:30 a.m. to 8:00 p.m.

This article was published with the assistance of generative AI and edited by The Korea Times.

韩国旅游发展局于周五在汝矣岛现代首尔购物中心举办了“韩国精选25”快闪活动，展出了2026年韩国旅游纪念品大赛的25件获奖作品。此次活动为期10天，将于9月20日结束，地点位于购物中心五楼。一等奖作品是一套以鲍德吉折扇为灵感的手工黄铜餐具。获奖作品将在现代首尔购物中心纪念品商店销售，并计划通过免税店、博物馆和电商平台进行更广泛的销售。

展览于周五开幕，将持续至9月20日，地点位于汝矣岛现代首尔酒店五楼。

Korea Select 25 展示了 2026 年韩国旅游纪念品大赛的 25 个获奖作品。

总统奖颁给了一套名为《鲍德奥吉的辉煌舞台，在餐桌上展开》的手工黄铜餐具。

韩国旅游发展局计划将分销渠道扩大到主要免税店网络、博物馆礼品店和亚马逊等全球电子商务平台。

接下来的纪念品展销会定于11月20日至22日在东大门设计广场举行。

发布于2026年9月12日 上午7:00（韩国标准时间）

7月20日，外国游客在首尔明洞的商店里闲逛。（韩联社）

别买廉价的塑料钥匙扣和普通的冰箱贴。

韩国正在将不起眼的旅行纪念品提升为一种高设计艺术形式，并在汝矣岛中心地带首次推出其首批具有文化底蕴的工艺品。

从周五开始，韩国旅游发展局（KTO）在首尔现代百货举办了为期10天的独家展览“Korea Select 25”，展期至9月20日。该快闪店位于百货公司热闹的五楼，首次向公众展示了2026年韩国旅游纪念品大赛的25个获奖作品。

今年大赛的桂冠之作——荣获享有盛誉的总统奖——是一套名为“餐桌上展开的宝德姬的璀璨舞台”的手工黄铜餐具。这套“方子柳”（锻造青铜）系列餐具的设计灵感源自韩国19世纪安城传奇女艺人宝德姬所使用的传统折扇，巧妙地将历史悠久的表演艺术与现代生活美学融为一体。

举办地点的选择反映了国际游客体验首尔方式的更广泛转变。

现代首尔店已迅速转型为全球零售地标和现代生活方式潮流中心，使其成为高端区域工艺的理想展示平台。除了为期10天的限时展览外，这一屡获殊荣的系列作品还将在商场精心打造的纪念品商店“现代纪念品店”内占据永久货架，吸引本地消费者和国际潮流爱好者。

韩国旅游发展局购物住宿团队负责人宋恩京表示：“现代首尔酒店是外国游客到访韩国的重要地标，也是引领最新消费趋势的平台。”

宋指出，该机构计划将分销渠道扩大到主要的免税网络、博物馆礼品店和亚马逊等全球电子商务平台。

此次展览是韩国规模最大的纪念品博览会的预热活动，该博览会将于11月20日至22日在标志性的东大门设计广场举行。目前，想要寻找正宗韩国传统文化产品的游客可以每天上午10:30至晚上8:00参观这个临时展厅。

本文由生成式人工智能协助发布，并由《韩国时报》编辑。