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A perfect family getaway isn’t about flashy landmarks — it’s the humble table where you laugh, share, and make memories together.
On the 30th, the California Tourism Board partnered with the California Dairy Association to host an event at the Four Seasons Hotel in Seoul that positioned California as an irresistible choice for family travel.
Using the slogan “The Ultimate Playground,” they highlighted places where both kids and adults can step out of routine and relax, and they underscored the special value that food brings to travel.
◆ “The Ultimate Playground” California — culinary joy from happy cows
Eunmi Kim opened the event with remarks that painted California as a family playground unlike any other.
She noted that the moments travelers remember aren’t always the iconic sights. More often it’s the small, everyday scenes — a dinner where the family laughed together, or the new flavors discovered while wandering a neighborhood — that stick with you.
Kim said California’s endless coastline, vibrant cities, and rich cultural and culinary mosaic naturally create those moments. Children expand their horizons through new experiences, and parents find space to unwind — that, she said, is California: the Ultimate Playground.
Food, they said, is one of the standout experiences that makes everyday California feel special.
Jeong Shin-hyung, vice president of the California Dairy Association, explained that California’s dairy industry produces roughly 20% of U.S. milk. In the state’s mild climate, cows live with less stress, and the milk from those “happy cows” is used to make high-quality cheeses.
◆ Chef Sam Kim’s soul food: beef tacos piled with California cheese
A foodie demo that translated California life to the plate was a highlight. Chef Sam Kim whipped up beef tacos using classic American cheeses — Monterey Jack and Colby Jack — showing an easy, family-friendly dish to share.
He shared a personal memory: when I worked as a chef in the U.S., I’d grab tacos from a truck after midnight — they were my comfort food. He even made the tacos for his son before school that morning, and his son loved them.
Chef Kim also traced a bit of cheese history, noting that cheese-making in America dates back to the 1700s with Spanish monastery influence. Colby Jack, he said, is mild and pleasantly elastic, making it perfect for generous use in cooking.
◆ Smart family travel tips that balance value and satisfaction
The tourism board offered practical tips families can actually use.
First, lean into California’s many free attractions. In Los Angeles, spots like the Griffith Observatory and The Broad, and in San Francisco, views of the Golden Gate Bridge and the sea lions, are memorable without an admission fee.
For big-ticket attractions like theme parks, timing and booking matter.
Universal Studios and Disneyland use dynamic pricing, so visiting during quieter off-seasons (January–March and September–November before Thanksgiving) can shave as much as 70 USD (approximately 93,333 KRW) off ticket prices. Buying tickets online in advance can save an additional 20–40 USD per person (approximately 26,667–53,333 KRW), and bundled hotel-and-ticket packages reduce costs while simplifying logistics.
Pasadena and Greater Palm Springs were highlighted as family-friendly regions worth visiting.
Pasadena sits about 14.5 km (roughly 9 miles) from downtown LA and offers strong educational and cultural assets, including the Rose Bowl and Caltech. Greater Palm Springs, made up of nine resort cities, draws about 14.4 million visitors a year and offers activities from the massive rotating Aerial Tramway to the expansive Living Desert zoo and botanical preserve.
◆ A boost from 2026 mega-events and new infrastructure
California also has major events and new projects on the horizon this year.
Los Angeles and San Francisco will be key host cities for the 2026 FIFA World Cup, together staging 14 matches across North America. Route 66 celebrates its 100th anniversary, and California’s roughly 507 km of the legendary highway, including Santa Monica, will feature special programming.
Highway 1 — which had partial closures for geological reasons — is fully reopened, and the state expects a surge in entertainment and lodging development.
This summer, Palm Springs will debut DSRT Surf, a surf resort with artificial waves on a 6,700-pyeong footprint (about 238,400 sq ft), and Cotino, a Disney-inspired residential-and-resort community with some 1,900 homes, will open in stages.
Meanwhile, Universal Studios Hollywood will introduce a new attraction, Legoland will add the Galaxy Coaster, and dozens of new hotels are wrapping up construction to welcome travelers from around the globe.
The tourism board and the dairy association said they’ll use this event as a springboard to promote California travel to Korean families, spotlighting the state’s rich sights and diverse culinary experiences.
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