25 K-Souvenirs Selected by Korea Tourism Organization
Record-High Competition Ratio of 27 to 1
'Joseon Royal Wine Stopper' Wins Presidential Award
After overcoming a record-breaking competition ratio of 27 to 1, 25 K-goods representing Korea have been selected.
According to the Korea Tourism Organization on August 27, the 'Joseon Royal Wine Stopper' won the Presidential Award in this year's contest, which recorded the highest competition ratio ever. Shaped after the king seated on the throne in Geunjeongjeon Hall at Gyeongbokgung Palace, this product was highly praised by the foreign judges and also won the newly established 'Global Popularity Award' this year.
The Prime Minister's Award in the local specialization category went to 'Gyodong's Biju Daemongjae 1779 Traditional Liquor', which is based on Gyeongju's traditional liquor-making methods. In the general category, the 'Gold Leaf Craft DIY (Do It Yourself) Coloring Kit, Korean Traditional Gilding', which allows users to experience traditional gold leaf techniques, was selected.
The products that received the Innovation Award also drew attention. Four products were included, such as 'Jeon Basakhaeyo', a nurungji snack that captures the crispy texture of seafood pancake and kimchi pancake, and the 'Nangdo Hanji Leather Card Wallet', made by layering traditional hanji paper. In addition, many products priced at 30,000 won or less were selected, which is seen as improving the accessibility of tourist souvenirs for the general public.
The global popularity of K-content trends was also reflected in the contest. The success of the Netflix animation K-Pop Demon Hunters (Kedeheon) inspired works such as 'Irieonora Gat Scenery' and 'The Charm of Joseon, Gat Cup', both of which are based on the traditional Korean gat hat. In addition, K-beauty products like 'Hwahyeobongju Yeonjigo', which reinterpret traditional makeup culture in a modern way, have demonstrated the potential for new tourist souvenirs that combine tradition and popular culture.
The Korea Tourism Organization plans to purchase the award-winning products in amounts equivalent to the prize money-10 million won for the Presidential Award and 4 million won each for the Prime Minister's Award-and use them for domestic and international promotion. In addition, practical post-contest support will be provided, such as one-on-one consulting, online and offline market access support, and eligibility to apply for tourism fund loans. Hyundai Department Store, a private sponsor, will support distribution channels by offering space in its souvenir shop 'The Hyundai Present' and providing funding for commercialization.
Yoo Hansoon, head of the Shopping & Accommodation Team at the Korea Tourism Organization, said, "With the recent popularity of Kedeheon, products like the Black Gat String Ballpoint Pen and Dancheong Keyboard, which are also award winners in this contest and are fueling the K-goods craze, are expected to receive a great response from domestic and international consumers this year as well."
This year's winning products can be seen in person at the '2025 Korea Tourism Souvenir Expo', which will be held at Dongdaemun Design Plaza (DDP) in Seoul from November 21 to 23. Detailed information about the contest and the expo can be found on the '2025 Korea Tourism Contest (Souvenir Category)' website.
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