The Korea Tourism Organization (KTO) unveiled “K-Local Food Trip: 33 Must-Try Destinations,” a campaign highlighting Korean culinary culture and aiming to position the country as a premier destination for global food travelers, the organization said Wednesday.
The KTO officially inaugurated the gourmet expedition team at Pyongyangok, a century-old eatery in Seoul’s Seodaemun District, kicking off a nationwide campaign to showcase 33 distinctive local food experiences.
Team members include Fabrizio Ferrari, a Michelin-starred Italian chef known for his social media and television appearances in Korea, and Joshua Kirby, a British YouTuber living in Korea who is famous for his culinary adventures. Also joining is Cookim, a renowned Korean food influencer and content creator known for sharing accessible Korean cooking recipes on YouTube and Instagram.
From October to November, these food lovers will travel across the country, producing content that showcases the ingredients and dishes that define each region.
Kirby and two other international creators residing in Korea will make web content linking the global hit “KPop Demon Hunters” with “K-Local Food,” aiming to attract even more global attention to Korean culinary tourism amid the film’s success.
A highlight of the campaign is a special one-day food trip to Korea’s iconic culinary destination of Andong, North Gyeongsang Province, led by Ferrari.
A poster for Korea Tourism Organization’s one-day food trip event to Andong, Gyeongsang Province, led by Italian chef Fabrizio Ferrari / Courtesy of Korea Tourism Organization
Up to 22 lucky participants will be selected from those who submit reviews of destinations highlighted in the campaign guidebook, earning a chance to savor iconic Andong dishes like jjimdak (braised chicken) and Andong soju while enjoying regional sightseeing. Applications are open on the KTO website through Oct. 12.
The list of 33 destinations, jointly curated by the Ministry of Culture, Sports and Tourism and the KTO, dates back to a government culinary tourism initiative launched in 2024.
Korean cuisine has surged in global popularity in recent years, emerging as a major driver of international tourism to the country.
The influence of Korean cultural exports — from K-pop and dramas to celebrity chefs — has made local food part of the broader “K-culture” phenomenon, motivating travelers to experience authentic local food in Korea. Recent tourism surveys show that approximately 60 percent of international tourists named food or gourmet tours as their primary motivation for visiting Korea in 2023 and 2024.
This year, the project merges with the “Baeknyeongage,” or “100-year shop” program, which highlights stores with 30 years or more of history, to produce an all-new map recommending restaurants with decades of tradition in preparing local specialties.
“Through the project, we hope to share the charm of Korean gastronomy not only with Koreans, but also with travelers worldwide,” a KTO official said.
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