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[Discovery News = Reporter Jeong Gi-hwan] The Ministry of Culture, Sports and Tourism (Minister Choi Hwi-young) and the Visit Korea Committee (Chairperson Lee Boo-jin) announced that a special exhibition, “2025 Fall in Korea Highlights,” will be held from September 1 to October 15 for 45 days in cooperation with the K-Tourism Cooperation Group, timed with peak foreign tourist arrivals.

 

Launched in May 2023, the K-Tourism Cooperation Group is a convergence-based tourism council created to expand the tourism industry’s scope and attract foreign visitors through joint marketing partnerships among companies, in response to the growing number of individual tourists. As of August 2025, a total of 175 organizations (155 companies and 20 associations) are participating, covering sectors such as transportation, accommodation, shopping, experiences, platforms, convenience services, and beauty.

 

Since its establishment, the group has fostered collaboration through regular meetings and networking, activating business matching among companies. It also promotes cooperation and information sharing through an online directory book, collaborative product development, and joint exhibitions, strengthening systems to attract foreign tourists.

 

Through these activities, the group has introduced private sector-led collaborative products, which will be showcased in the “Fall in Korea Highlights” exhibition beginning September 1. The event is particularly designed around major holidays such as China’s Mid-Autumn Festival and National Day, and Japan’s Silver Week, featuring special exclusive packages and themed categories.

 

Key offerings include: ▲Palace tours with storytelling by Asiana Airlines and Time Crossing ▲Special benefits such as Lotte Mart and Fastlane (Yeosin Ticket) coupons with Mayfield Hotel Seoul stays ▲Lotte Duty Free’s GOLD membership issuance and shopping credits ▲Premium duty-free shopping perks from Shinsegae Duty Free ▲Shilla Duty Free’s FIT tourist upgrades and taxi fare support ▲Ktown4u discounts of up to 90% on K-POP albums, goods, and K-Style products ▲30% discounts on on-site tickets for Everland & Caribbean Bay (Samsung C&T Resort) ▲Discounted experiential packages for Chinese-speaking FIT travelers via Hanyumang ▲Wi-Fi rental and eSIM discounts from Wide Mobile.

 

With growing demand for tourism fueled by Hallyu—including K-POP and K-animation—this exhibition is designed to provide diverse and attractive options. Organized into five categories considering convenience and travel routes, the event offers exclusive “Highlights” benefits as well as transportation, shopping, beauty, accommodation, and experiences. Product information and purchases are available on the official exhibition website and participating company websites.