The district is co-running the Seoul Jongno Pavilion with four local jewelry firms to expand overseas markets, backed by an MOU with fair organizer IEG for sustained international outreach.
Jongno-gu will participate for the second consecutive time in Vicenzaoro, a world-class jewelry fair held in Vicenza, Italy, from Friday through Tuesday, aiming to drive growth in South Korea's jewelry industry.
Following its January debut, the district plans to operate the Seoul Jongno Pavilion as a unified joint booth with four small and medium-sized jewelry companies based in or operating production lines within the district, with the goal of elevating the brand value of K-jewelry.
Vicenzaoro is a global trade fair with more than 70 years of history and a key gateway for the jewelry industry, drawing major buyers from Europe and the Middle East. It is held annually in Vicenza, one of Italy's wealthiest cities and a hub for the fashion and jewelry industries.
At the January 2026 fair, the district made a strong impression on global buyers with the heritage and craftsmanship behind the Jongno jewelry brand. A total of 138 live buyer consultations took place, two contracts were concluded, and participating companies reported high satisfaction — drawing media attention and boosting brand recognition. The district also signed an MOU with fair organizer IEG (Italian Exhibition Group), laying the groundwork for ongoing cooperation.
Those results carry added significance given the challenges facing South Korea's jewelry industry. While the country's craftsmanship is regarded as world-class, the absence of globally recognized brands has left South Korea with just a 0.3 percent share of the world market.
For this autumn's edition, Jongno-gu is co-organizing the initiative with the Seoul Business Agency (SBA) to expand its marketing reach and industry networks.
The selection process for participating companies has also changed. Given that trust-building is central to the jewelry trade, the district gave preference to companies willing to participate for two consecutive fairs, and through an open recruitment process in April selected four firms — Mic, The Yeoun, Soyu and Boseokgateun Saramdeul.
The participating companies will conduct buyer consultations and promotional activities in the LOOK Hall (Hall 1), known as the venue where transactions are most active. Based on the results of this fair, the district plans to lead further overseas market development for K-jewelry at the Vicenzaoro fair scheduled for January 2027.
"We will spare no effort in supporting the jewelry industry as it works to establish its own distinct value on the world stage," Jongno-gu District Mayor Yoo Chan-jong said.
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