"Shall We Enjoy It Like Koreans?"...Promoting "K-Dailycation" at the Milan Winter Olympics

Korea Tourism Organization and CJ Join Hands to Operate Experiential Promotion Center
Experience K-Food, K-Beauty, and K-Entertainment at Korea House

The Ministry of Culture, Sports and Tourism and the Korea Tourism Organization announced on the 10th that, taking the opportunity of the 2026 Milano Cortina Winter Olympics, they will operate a Korea Tourism Promotion Center at the Korea House in Milan, Italy, through the 22nd.

Experience a K-pop idol makeup program. Photo by Korea Tourism Organization

Korea House is an athletes' support and sports diplomacy hub operated by the Korean Sport & Olympic Committee. During this Milano Winter Olympics period, it will be used as a space to comprehensively showcase Korea's cultural and tourism content, with participation from public and private organizations including the Korea Tourism Organization, CJ, and the Korea Craft & Design Foundation.

In collaboration with CJ, the Korea Tourism Organization has set up the Korea Tourism Promotion Center under the slogan "K-Dailycation, Enjoy Korea Like a Local." Noting that recent inbound tourists' travel styles and spending patterns have become similar to the daily lives of Koreans, the organization planned the content so that visitors can directly experience Korean lifestyles.

Visitors to the promotion center can sequentially enjoy various experiences, starting with the "K-Destination Game," which diagnoses their travel preferences and recommends customized destinations. They can then explore the "Bibigo K-Food" zone, designed with a Han River convenience store concept; the "K-Entertainment" zone, linked to filming locations of popular CJ ENM dramas; and the "K-Beauty" corner, where they can experience scents themed around regional tourist destinations and try popular products from Olive Young.

The Korea Tourism Organization has designated February 7 to 11 as "K-Travel Week" and is intensively operating hands-on programs during this period. A variety of programs are being offered, including dance classes using popular K-pop songs, K-pop idol makeup experiences, personal color analysis, and traditional Korean music performances.

Children enjoying a K-pop dance class at the Korea Tourism Promotion Center. Photo by Korea Tourism Organization

Sophia, an Italian visitor to the promotion center, said, "Through the K-pop dance and idol makeup experiences, I was able to feel Korean culture vividly," adding, "The travel preference diagnosis game recommended Busan and Jeju, and if I visit Korea, I really want to go there."

Earlier, on the 9th (local time), taking the opportunity of the 2026 Milano International Tourism Exchange (BIT Milano), the Korea Tourism Organization invited local travel industry officials and media representatives to the promotion center and held a business networking event. Through this, it plans to explore the development of high value-added Korean tourism products targeting the European market and possibilities for collaboration.

Baek Ji-hye, Team Leader of the Europe and Americas Team at the Korea Tourism Organization, said, "In the European market, including Italy, tourism demand growth is being led by people in their 20s from Generation Z," adding, "We will establish Korea as a leading tourism destination in East Asia through tailored marketing for each target segment."

This content was produced with the assistance of AI translation services.