"From Nami Island to Downtown Chuncheon"... Experiential Pop-up Store Draws Tourists In

Chuncheon City Hits the Mark with "Visit-Inducing" Marketing on Nami Island
Strong Response from Families and Foreign Visitors... Offering "Experiences" Instead of Simple Promotion
Tourism Promotion Linked with World Book Country Festival... Ant

The experiential tourism pop-up store operated by Chuncheon City, Gangwon Province, in conjunction with the Nami Island World Book Nation Festival, concluded successfully amid enthusiastic responses from family tourists and foreign visitors. It has been positively evaluated for confirming the potential of on-site tourism marketing that goes beyond simple tourism promotion, allowing visitors to experience and enjoy Chuncheon firsthand, and naturally leading them to explore the city.

The experiential tourism pop-up store operated by Chuncheon City, Gangwon Province, in conjunction with the Nami Island World Book Island Festival, concluded successfully amid positive responses from family tourists and foreign visitors. Photo by Nami Island

Chuncheon City operated the "2026 Nami Island World Book Nation Festival Chuncheon Tourism Pop-up Store" at the Daloreum area of Nami Island for two days from May 9 to 10. This event was organized to naturally introduce Chuncheon's tourism content to visitors of Nami Island and strengthen integrated tourism promotion, encouraging Nami Island tourists to continue their trips into downtown Chuncheon.

With the theme "Creating My Own Chuncheon Trip While Having Fun," this pop-up store shifted from simple promotion to hands-on, participatory content. The program was designed to allow tourists to directly enjoy and access information about Chuncheon, thereby extending their stay time and increasing their interest.

In addition, activities such as a coloring experience featuring Chuncheon's tourist attractions, children's coloring tables, and a robot coding program were offered. Mime performances and on-site shows added to the festive atmosphere. The pop-up store saw particularly high participation from families with children, confirming strong interest in hands-on tourism content.

Furthermore, a QR-based tourism information system was used to provide visitors with maps of Chuncheon and key festival details. SNS authentication events and the distribution of promotional materials were also carried out, encouraging tourists to voluntarily promote Chuncheon online and drive actual tourism movement.

Based on this experience, Chuncheon City plans to further expand "visitor-attraction tourism marketing," gradually connecting tourism fairs, pop-up stores, and on-site promotion centers. The strategy is to move beyond simply delivering tourism information and to strengthen a structure where visitors directly engage with Chuncheon's culinary, experiential, and festival content on-site, leading to actual visits and spending in Chuncheon.

Accordingly, in the second half of this year, additional pop-up stores will be operated in the Seoul metropolitan area and surrounding regions, with expanded hands-on tourism promotions linked to signature Chuncheon cuisine such as Makguksu and Dakgalbi, as well as city tours and tour passes. Chuncheon City also plans to continue operating on-site promotion centers in connection with major festivals and to promote SNS-driven content.

A hands-on tourism pop-up store operated by Chuncheon City, Gangwon Province, in connection with the Nami Island World Book Nation Festival has concluded successfully, receiving enthusiastic responses from family tourists and foreign visitors. Photo by Nami Island

A Chuncheon City official stated, "We designed the program around hands-on content so that visitors to Nami Island could naturally access information about Chuncheon's tourism and be led to explore the city itself," adding, "We will continue to expand on-site tourism marketing so that tourists' interest translates into actual visits and longer stays."

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