Seoul is opening reservations Thursday for a week of cultural experiences aimed at international visitors, offering hands-on activities ranging from K-pop dance and Korean makeup to traditional crafts and cooking classes.
Registration begins at 2 p.m. local time for the 2026 Seoul K-Content Week, scheduled for Nov. 14–20 at venues across the South Korean capital. Places will be allocated on a first-come, first-served basis, with individual programs closing once their capacity is reached.
The seven-day initiative is part of the city’s effort to convert international interest in Korean entertainment into longer visits and greater engagement with local culture.
Seoul has set long-term tourism targets that include attracting 30 million international visitors, increasing average spending to 3 million won per traveler, extending stays to seven days and achieving a 70% repeat-visit rate.
The figures are policy goals rather than results already achieved.
The program will begin with tourism promotion activities at Gocheok Sky Dome on Nov. 14 and 15, alongside the 2026 Melon Music Awards. Visitors will be able to explore augmented reality features highlighting Seoul’s filming locations and take photographs at artificial intelligence-powered photo booths.
From Nov. 16, activities will move to other parts of the city.
At the Bukchon Traditional Crafts Experience Center, participants can try making traditional Korean ornaments and decorative accessories. The following day, makeup professionals will lead K-beauty classes at Amorepacific’s headquarters in Yongsan.
On Nov. 18, visitors can join a guided tour of filming locations associated with Korean dramas and popular music around Dongdaemun Design Plaza. A separate evening photography program will introduce participants to the surrounding urban landscape.
A Korean cooking class at Ottogi’s O’Kitchen Studio is scheduled for Nov. 19, followed by K-pop dance activities and a taekwondo performance at Dongdaemun Design Plaza on Nov. 20.
The emphasis on participation marks a shift from tourism programs built mainly around performances and promotional displays.
Rather than simply visiting locations featured in Korean entertainment, participants will be able to learn skills, prepare food and explore cultural traditions with instructors and guides.
The approach reflects the wider influence of Korean popular culture on international travel. Music, television dramas and films have introduced global audiences to Korean neighborhoods, food and beauty products, creating opportunities for tourism experiences linked to those interests.
Seoul is seeking to connect that attention with activities that encourage visitors to spend more time exploring the city.
The program also brings traditional culture into the same itinerary as contemporary entertainment, giving visitors opportunities to experience both sides of Korean cultural life.
International visitors interested in participating can apply through the event’s reservation system beginning Thursday afternoon.
With activities spread across several neighborhoods, the week offers an alternative to conventional sightseeing while highlighting Seoul’s efforts to develop tourism around direct cultural experiences.
SOPHIA KIM
US ASIA JOURNAL
