Seoul is marketing its reputation as a safe, 24-hour urban playground through late-night shopping in illuminated retail districts and midnight street-food sampling in market alleys, according to the Seoul Tourism Organization. The capital’s after-dark culture was put front and center to woo travelers at Tourism EXPO Japan 2026, held at Tokyo Big Sight.
Visit Seoul Pavilion Theme at Tokyo Big Sight
The Seoul Tourism Organization operated a dedicated Visit Seoul pavilion under the theme “Day and Night in Seoul for All Ages” at the international travel fair, which drew roughly 130,000 visitors from Thursday through Sunday. Officials highlighted the city’s unique mix of round-the-clock safety, late-night transit, and evening entertainment for visitors from one of its largest visitor markets. The pavilion’s design paired morning yellow—Seoul’s official color for 2026 representing bright mornings—with deep purple accents celebrating the 10th anniversary of the Discover Seoul Pass to evoke its bustling nightlife.
Interactive Visitor Activities and B2B Trade Sessions
Visitors took part in interactive activities, including a popular wheel-spinning event where participants selected top day and night attractions highlighting safety, accessible public transit, and late-night entertainment. Nine major Korean tourism enterprises, spanning luxury hotels, duty-free retailers, performing arts shows, and yacht operators, joined the pavilion. During business-to-business sessions on Thursday and Friday, representatives completed over 140 one-on-one meetings with Japanese travel agencies and trade buyers to craft new tour packages. Over the weekend, the booth opened to the public, drawing roughly 3,200 visitors who experienced cultural showcases and learned about the foreign-exclusive all-in-one transit and attraction pass.
Historic Highs in Japanese Tourism to Korea
This promotional push comes as Japanese tourism to Korea reaches historic highs, fueled by a shared love for K-pop, television dramas, and regional cuisine. While neighboring Asian travel markets face fluctuating demand, Korea continues to draw millions of international visitors eager to explore beyond standard sightseeing routes. “Japan remains a crucial market with immense affection for Korean culture,” said Lee Jun, head of the global tourism industry team at the Seoul Tourism Organization. “By inviting travelers to experience Seoul by day and night, we aim to drive regional economic growth through sustained tourism momentum.”
Quick Fact: The Visit Seoul pavilion at Tokyo Big Sight featured a wheel-spinning event where participants selected top day and night attractions, helping draw roughly 3,200 public visitors over the weekend.
Seoul pavilion theme and visitor numbers at Tokyo travel fair
What was the theme of the Seoul pavilion at Tourism EXPO Japan 2026?
The pavilion operated under the theme “Day and Night in Seoul for All Ages,” highlighting round-the-clock safety, late-night transit, and evening entertainment.
How many people attended the travel fair in Tokyo?
The international travel fair drew roughly 130,000 visitors, with about 3,200 people visiting the Seoul booth over the weekend.
What business activities took place at the pavilion?
Representatives from nine major Korean tourism enterprises completed over 140 one-on-one meetings with Japanese travel agencies and trade buyers during Thursday and Friday B2B sessions.
Who heads the global tourism industry team at the Seoul Tourism Organization?
Lee Jun serves as the head of the global tourism industry team at the organization.
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