A promotional video for the 2026 Korea Grand Sale plays on electronic billboards on Myeong-dong shopping street in Jung District, Seoul, Wednesday. Yonhap
Korea on Wednesday launched the 2026 Korea Grand Sale, a two-month nationwide shopping and cultural festival aimed at attracting more foreign tourists and stimulating domestic spending during the winter off-season.
The event, organized by the Ministry of Culture, Sports and Tourism and the Visit Korea Committee, will run until Feb. 22, featuring record participation from around 1,750 companies, including airlines, hotels, retailers and food and beauty brands.
Officials said the annual promotional event, first held in 2011, has been extended from 45 to 68 days to give more visitors access to travel and shopping benefits.
The opening ceremony took place in central Seoul’s shopping and tourism district of Myeong-dong, where officials, foreign tourists and business representatives gathered to celebrate under the festival’s theme, “A Thrilling Voyage Toward the Sea of Hallyu.” The event featured a video presentation and lively K-pop performance by the dance group K-Tigers.
Among the companies taking part are 10 domestic airlines, led by Korean Air, offering discounts of up to 96 percent on flights to Korea. Partnering hotels have designed special experience-based packages — from free skating and palace tickets to K-beauty gift cards and cooking classes.
Retailers, including duty-free stores, department stores and convenience chains, have expanded their promotions with coupons, membership upgrades and free gifts. Popular Korean brands such as CJ Olive Young, Musinsa Standard, Samhwa Fishcake and Ktown4u are joining in, offering discounts of up to 90 percent and limited-edition souvenirs.
The campaign also highlights Korean cultural content through five themed experience programs — K-Gourmet, K-Exciting, K-Stylish, K-Healing and K-Inspired — combining shopping with food tours, K-pop dance lessons, beauty workshops, wellness activities and traditional arts experiences.
To broaden economic benefits beyond the capital, the government and tour operators have launched K-Train programs linking Seoul with regional destinations such as Jeonju, Taebaek, and the East Coast. Travelers can join one-day tours featuring local cuisine, festivals and cultural activities.
Mobile pop-ups known as Play Trucks will travel across major cities through January, while a temporary Play Lounge in Seoul’s Bukchon district will offer hands-on experiences and product showcases.
“We hope visitors will enjoy the rich benefits and diverse charm of K-culture through this event,” Vice Minister Kim Dae-hyun said, expressing hopes that the annual sale will serve as “a solid stepping-stone for balanced, sustainable growth in Korea’s tourism market.”
More details are available at en.koreagrandsale.co.kr.
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