Korea Grand Sale seeks participating businesses for 53-day shopping festival

A shopping and cultural festival aimed at strengthening South Korea's tourism competitiveness and attracting more foreign visitors has launched its business recruitment drive. The event is designed to showcase Korea's shopping and cultural offerings to consumers worldwide while providing participating companies with tangible overseas marketing benefits.

The Korea Visit Year Committee announced it will accept applications from businesses wishing to join the 2027 Korea Grand Sale — a shopping and cultural tourism festival targeting foreign visitors — through Nov. 30.

The Korea Grand Sale has been held since 2011 to draw foreign tourists during the winter season and stimulate tourism spending. This year's edition will run for 53 days, from Dec. 23 through Feb. 13 next year.

Eligible applicants are businesses currently in operation as of the announcement date that offer products or benefits foreign tourists can use or purchase.

The festival is open to businesses across seven categories: shopping (department stores, duty-free shops, marts and shopping malls, convenience stores, traditional markets and regional specialty goods, and souvenir shops); lodging (hotels, hostels, guesthouses and homestays, and resorts); food and beverage (restaurants, cafes and food products); experience (traditional culture, hallyu, tourism and leisure, and performances, exhibitions and classes); transportation (airlines, railways and city tour buses); beauty and health (cosmetics, health foods, and beauty shops); and convenience services (payment, telecommunications, tourism transport passes and cards, luggage storage and delivery, and platforms).

The committee will support overseas promotion for participating businesses through the Korea Grand Sale's official website and SNS channels. It plans to produce country-specific promotional content for online advertising campaigns, ensuring each participating company's brand and offerings reach target markets abroad and foreign tourists directly. During the festival, businesses will also have the opportunity to introduce their brands and benefits through "Welcome Centers" operating at key tourist destinations — including Seoul, Busan and Gangwon Province — as well as through a mobile pop-up called the "Play Truck." After the event concludes, outstanding participating businesses will be selected and recognized with awards.

Meanwhile, a business briefing for the 2027 Korea Grand Sale — open to those who register in advance — is scheduled for 3 p.m. Oct. 22 in Myeong-dong, Seoul. Further details on the application process are available through the Korea Grand Sale participation application page.