▲ The Korea Tourism Organization, in partnership with the Ministry of Culture, Sports and Tourism, is showcasing the irresistible charm of Korean tourism at the Korea House in Milan, Italy, until February 22, coinciding with the 2026 Milan-Cortina Winter Olympics.
The Korea House, typically a base for athlete support and sports diplomacy run by the Korean Sport & Olympic Committee, has transformed into a vibrant space. For this Winter Olympics, it’s become a collaborative effort between public and private entities, including the Korea Tourism Organization, CJ, and the Korea Craft and Design Foundation, offering a comprehensive look at Korean cultural and tourism offerings.
In a creative twist, the tourism organization has joined forces with CJ to craft an enticing promotional area under the catchy slogan “K-Dailycation, Enjoy Korea Like a Local.”
Noticing that recent tourists to Korea often mirror the habits of locals, they’ve curated experiences that let visitors step into the shoes of everyday Koreans.
The journey begins with the “K-Destination Game,” where visitors discover their travel style and get personalized attraction recommendations. From there, they can dive into a series of immersive experiences: savor “Bibigo K-Food” in a setup reminiscent of convenience stores along the Han River, explore “K-Entertainment” through popular CJ ENM drama filming locations, indulge in regional-themed fragrance experiences, and pamper themselves at the “K-Beauty” corner featuring must-try Olive Young products.
To amp up the excitement, they’ve designated February 7-11 as “K-Travel Week,” packed with hands-on consumer experiences. The lineup is a feast for the senses, featuring dance classes for hit songs like “Soda Pop” and “Like Jenny,” idol-inspired makeup sessions, personal color analysis, and mesmerizing traditional Korean music performances.
Sofia, an Italian visitor, gushed, “My daughter and I, both huge ‘K-Pop Demon Hunters’ fans, had a blast trying out K-Pop dance moves and idol makeup. It really brought Korean culture to life for us! The travel quiz suggested Busan and Jeju – they’re definitely on our must-visit list for our next Korean adventure!”
On February 9, the tourism organization hosted a buzzing business networking event at their promotional space, inviting local travel industry insiders and media personalities during the 2026 BIT Milano (International Tourism Fair). Their goal? To brainstorm high-end Korean tourism packages and explore exciting collaboration opportunities aimed at the European market.
Baek Ji-hye, head of the Korea Tourism Organization’s Asia-Pacific team, shared some exciting insights: “European countries, Italy included, have seen Gen Z twentysomethings driving market growth since last year, and we’re expecting this trend to continue. We’re rolling out Target-specific marketing strategies across Europe to cement Korea’s status as the go-to travel hotspot in East Asia.”
Baek Sol-mi, reporter bsm@ekn.kr
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