South Korea’s Ministry of Culture and Korea Tourism Organization teamed with CJ and cultural partners to run a “K-Tourism” pavilion at the Korea House in Milan during the 2026 Winter Olympics. Branded “K-Dailycation: Enjoy Korea Like a Local,” the exhibit offers short, everyday-Korea experiences—such as a K-Destination travel-style quiz, a Han River convenience store–style K-Food corner (convenience store concept), K-Pop dance and idol makeup classes, K-Entertainment drama location promotions, K-Beauty scent and Olive Young product trials, and traditional Korean music—aimed at showcasing travel routes and consumption patterns similar to Korean visitors. The pavilion hosted public K-Travel Week experiences and a business networking event tied to the 2026 BIT Milano travel fair to explore high-value Korean travel product partnerships for European markets. Organizers said Gen Z interest is driving inbound growth and they will target marketing by visitor segment to strengthen Korea’s tourism brand.
