"Bringing Vitality to Traditional Markets" Korea Tourism Organization's Smile Again Campaign

The Ministry of Culture, Sports and Tourism and the Korea Tourism Organization announced on September 25 that they will launch the "2025 Smile Again Campaign" from September 27 to November 1 to revitalize traditional markets across the country.

This campaign is designed to improve public perception of traditional markets and establish a healthy transaction culture by promoting kindness, hygiene, fixed pricing, and card payment practices.

The campaign will take place at traditional markets nationwide, focusing on the ten K-Tourism Markets selected by the Korea Tourism Organization in 2023.

At K-Tourism Markets, visitors can encounter the "Smile Truck," which hosts a variety of events. If you make a purchase at a traditional market where the Smile Truck is operating and submit a receipt for 10,000 won or more, you can participate in a roulette event. The Korea Tourism Organization plans to encourage additional spending by offering prizes such as gift certificates usable at the market and Smile-themed merchandise.

There will also be online events aimed at transforming traditional markets into enjoyable destinations where people want to stay. Visitors to domestic traditional markets who take photos or videos using the "Smile Again Template" can receive a voucher exclusive to K-Tourism Markets. This offer is available to the first 2,000 participants.

In addition, the Korea Tourism Organization is collaborating with Kia to operate vehicles for those with limited mobility. Shuttles will run between train stations, terminals, tourist attractions, and traditional markets, allowing seniors and people with disabilities to conveniently enjoy the markets. Anyone wishing to use the service can sign up on-site.

Kim Seok, Director of Regional Tourism at the Korea Tourism Organization, stated, "This campaign aims to create a virtuous cycle in which consumer spending brings smiles to traditional market merchants, which in turn brings smiles back to the public. We will spare no effort in providing various forms of support so that traditional markets can become new tourist attractions."