What to Buy in Korea: A Guide to Award-Winning K-Souvenirs

The Korea Tourist Souvenir Contest discovers souvenirs that highlight Korea’s nature, history, culture, and tourist attractions. Held annually since 1998, the contest has produced more than 2,000 unique souvenirs over the past 27 years.

These pieces reinterpret the elegance of the Joseon royal court and classical scholars in a modern way. Combining traditional beauty with practical use, they bring a sense of Korean charm into everyday life.

Joseon Dynasty Wine Stopper (Grand Award)

Inspired by the clothing and architectural motifs of the Joseon royal court, this wine stopper reimagines royal aesthetics in a modern form. Its top is crafted with a detailed metal design based on the gonryongpo—the ceremonial robe worn by Joseon kings—giving it a sophisticated, regal finish. When you open the case, a miniature Irworobongdo (Painting of the Sun, Moon and Five Peaks) unfolds behind the throne, recreating the majestic ambiance of a Joseon palace chamber. The piece also received the Global Popularity Award, selected by an international panel of judges.

Joseon GAT zan (Special Award)

This tea cup set is inspired by the gat, the traditional hat worn by Joseon-era scholars. The matte black cup creates a calm, understated look, and the saucer is finished with a delicate rim of pure gold pigment. When turned upside down after drinking, the cup reveals the graceful silhouette of a gat. Thanks to the influence of K-content—including the recent Netflix animation KPop Demon Hunters—the set has also gained attention abroad as a ‘Korean cowboy hat’–themed item.

2. Fashion Accessories

Traditional Knot Tassel Hair Scrunchie (Special Award)

This handmade scrunchie pairs hanbok-inspired fabrics with traditional Korean knotwork. Made from high-quality cotton and silk, it was inspired by hanbok-clad visitors walking through palace grounds and has a graceful, understated charm. The tassel is made using Maedeupjang (Decorative Knotting) , Korea’s National Intangible Cultural Heritage knotting craft, giving the piece both artistic and collectible value. It’s also detachable, allowing it to be used as a bag charm or accent accessory.

Dancheong Daenggi Scarf (Special Award)

This scarf features patterns inspired by dancheong, the traditional decorative painting used on Korean architecture. Its design brings together a rich palette of eleven colors and intricate geometric motifs. While based on the traditional obangsaek color system—blue, red, yellow, white, and black—the tones are softened for a more modern, sophisticated look. Made from 100% cotton, it’s also lightweight and breathable.

3. Stationery

Korean Traditional Glitting (Gold Award)

This DIY kit draws inspiration from geumbak olligi, the traditional Korean art of applying gold leaf. Gold leaf—created by hammering gold into delicate, paper-thin sheets—was once used by Joseon-era artisans to embellish hanbok and fine crafts. The kit reimagines that technique in a simple, modern way: just rub the gold foil onto the design to bring it to life. Each template showcases intricate Korean motifs, from the four royal palaces to classic hanbok designs.

Shining Day — Mother-of-Pearl Motif Daily Calendar (Encouragement Award)

This flip-style daily calendar features a chaekgado design—traditional paintings of books and study objects—expressed in the style of najeon chilgi, Korea’s mother-of-pearl lacquerware. Najeon chilgi is crafted by inlaying thin pieces of abalone or conch shell and sealing them with lacquer, giving it a distinctive iridescent finish. As you turn the pages each day, the mother-of-pearl shimmer catches the light from different angles. It can also be used in any year.

4. K-Food

Deodeok Jerky (Silver Award)

This plant-based jerky is made from Deodeok (Bonnet Bellflower Roots) grown on a third-generation family farm in Yesan, Chungcheongnam-do. A mountain root vegetable native to Korea—and eaten only here—Deodeok is high in fiber and naturally has a chewy, meat-like texture despite being entirely vegan. For a deeper flavor, lightly warm it in a pan with a bit of butter; the gentle smoke brings out the taste of Deodeokgui (Grilled Deodeok).

Jeon Basakhaeyo (Innovation Award)

This snack recreates the crispy edges of Jeon (Pancakes) and the comforting crunch of Nurungji (Scorched Rice), the toasted rice that forms at the bottom of a pot. Made with brown rice instead of white rice, it’s easier to digest, and each flavor uses real powdered ingredients from classic Jeon recipes, delivering an authentic Haemulpajeon (Seafood and Green Onion Pancake) taste and a true Kimchijeon (Kimchi Pancake) flavor.

- Address: 137 Seobinggo-ro, Yongsan-gu, Seoul (서울 용산구 서빙고로 137)

- Address: 45 Hyoja-ro 13-gil, Jongno-gu, Seoul (서울 종로구 효자로13길 45)

ⓒHyundai Department Store Group

- Address: 20 Jangchungdan-ro 13-gil, Jung-gu, Seoul (서울 중구 장충단로13길 20)