Poster for the “Global K-Festival Pop-up Store,” held by the Ministry of Culture, Sports and Tourism at Seoul Station and Myeongdong Noon Square from the 19th to the 5th of next month. Ministry of Culture, Sports and Tourism
The Ministry of Culture, Sports and Tourism (MCST), together with the Korea Tourism Organization, will operate “Global K-Festival Pop-Up Stores” from the 19th to the 5th of next month at the second-floor waiting room of Seoul Station and at Noon Square in Myeong-dong, the ministry said.
The event introduces six “Global Festivals” and four “Preliminary Global Festivals” representing Korea in 2026 to domestic and international tourists, aiming to ensure that the global festival designations lead to actual tourist visits.
The government has designated the Suwon Hwaseong Cultural Festival, the Incheon Pentaport Music Festival, the Hwacheon Sancheoneo Ice Festival, the Boryeong Mud Festival, the Andong International Maskdance Festival, and the Jinju Namgang Yudeung Festival as Global Festivals. It designated the Daegu Chimac Festival, the Busan International Rock Festival, the Sunchang Jangnyu Festival, and the Jeongnamjin Jangheung Water Festival as Preliminary Global Festivals.
At the venue, visitors can browse the pop-up stores as if entering a movie theater, naturally encountering information about the “Global Festivals” and finding ones suited to their tastes. Various experience events, such as festival photo booth sessions, will be held. Global festival discount coupons will also be provided. As the event introduces global festivals, staff fluent in foreign languages such as English and Chinese will be stationed at all times to improve accessibility for foreign visitors.
“We hope that the global festivals will establish themselves as must-visit courses for foreign tourists traveling in Korea,” said Kang Dong-jin, MCST’s Director General for Tourism Policy. “To accelerate the era of 30 million inbound tourists, the ministry will continue to provide active support, including developing various inbound tourism products utilizing the ‘Global Festivals.'”