"To Korea on the Wave of K-Content"... Korea Tourism Organization Hosts 'K-Tourism Roadshow' in Singapore

The Korea Tourism Organization has launched a tourism marketing event in Singapore, inviting visitors to experience the daily life of Koreans through K-beauty, gastronomy, and performances, in an effort to attract more tourists to Korea.

Musical Dream High at the 'Singapore K-Tourism Roadshow' performance. Photo by Korea Tourism Organization

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On March 9, the Korea Tourism Organization (President Park Sunghyuk) announced that it held the '2026 Singapore K-Tourism Roadshow' at Plaza Singapura, a major shopping mall in the heart of Singapore, from March 6 to 8.

The event was themed 'K-Dailycation,' offering an immersive experience of Korean daily life through performances, beauty, cuisine, and lifestyle. Leading K-brands such as Kolmar Korea, Jung Saem Mool, and Bibigo, as well as experts in performance, gastronomy, and practical arts, participated to operate themed zones where visitors could experience Korean culture firsthand.

The venue featured a variety of experiential programs. The 'K-Culture Stage' hosted musical performances, makeup showcases, and celebrity chef cooking shows, while the 'K-Culture Experience Zone' offered skin analysis, personal color consultations, and norigae (traditional Korean ornament) making workshops. At the 'K-Food Experience Zone,' which included food trucks, visitors had the opportunity to sample Korean cuisine on site.

With the high rate of repeat visits to Korea among Singaporean tourists, regional tourism promotion was also strengthened. Local government booths from Gangwon, Busan, and Jeju showcased regional tourism content, and a Korean tourism talk show was held in collaboration with local influencers.

Overview of the Singapore K-Tourism Roadshow venue. Photo by Korea Tourism Organization

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The Korea Tourism Organization also invited 11 local travel agencies to promote travel packages to Korea. According to the organization, the roadshow generated sales of over 1.7 billion won during the event period.

The number of Singaporean tourists visiting Korea continues to rise. In 2025, approximately 400,000 Singaporeans visited Korea, marking a new record following 375,000 visitors in 2024.

Hyo Won An, Director of the Korea Tourism Organization's Singapore office, stated, "Singapore, with its strong economic power, is a market that leads tourism trends in Southeast Asia. We will expand tailored marketing efforts to convert local interest in K-culture into actual demand for travel to Korea."

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