2026 Souvenir Fair Guide | Free K-Goods Shopping at DDP, Nov 20–22: Hours & How to Get There

Wondering where to pick up authentic souvenirs from your trip to Korea? For three days only, from Friday, November 20 to Sunday, November 22, the 2026 Korea Tourism Souvenir Fair is taking place at Dongdaemun Design Plaza (DDP). Hosted by the Ministry of Culture, Sports and Tourism and organized by the Korea Tourism Organization, admission is completely free.

You can browse and buy unique Korean souvenirs from around 140 companies all in one place, alongside an exhibition featuring this year's award-winning souvenirs. If you are looking for stylish, well-designed K-goods that go beyond the typical gift shop trinkets, this event is definitely worth a visit.

In this guide, we've gathered all the key details: event dates, operating hours, highlights, directions to DDP, and nearby spots to explore. We'll also share how WOWKOREA SERVICE can help you travel and dine hassle-free when you're loaded with shopping bags.

1. Fair at a Glance

① When, Where, & Admission

The event is held in Art Halls 1 and 2 at Dongdaemun Design Plaza (DDP), one of Seoul's most iconic landmarks. Located entirely inside DDP's distinctive silver curved building, you can comfortably explore the fair indoors regardless of the chilly weather.

• When: Friday, November 20 – Sunday, November 22, 2026 (3 days)
• Operating Hours: Fri, Nov 20 & Sat, Nov 21: 10:00 AM – 7:00 PM (Last admission 6:30 PM) / Sun, Nov 22: 10:00 AM – 6:00 PM (Last admission 5:30 PM)
• Where: Art Halls 1 & 2, Dongdaemun Design Plaza (DDP) (281 Eulji-ro, Jung-gu, Seoul)
• Admission: Free (All ages)
• Hosted / Organized by: Ministry of Culture, Sports and Tourism / Korea Tourism Organization
• Official Website: kto.visitkorea.or.kr/kor/souvenir/main.kto (Check the website for pre-registration details)

Pro Tip: On the final day (Sunday, Nov 22), the fair closes one hour earlier than usual. If you want to take your time browsing, we recommend visiting early on Friday or Saturday morning.

2. What to See and Do

① Browse and Shop K-Goods from Over 140 Brands

The heart of the fair is the marketplace featuring around 140 vendor booths. You will find everything from traditional Korean handicrafts to trendy, modern design accessories—perfect keepsakes to remember your trip by. The best part? You can compare options and shop from dozens of creators all under one roof without hopping from shop to shop.

Pro Tip: Accepted payment methods and prices may vary by booth. If you spot something you love, be sure to check how they accept payment right away.

② Award-Winning Souvenirs from the 2026 Korea Tourism Contest

During the fair, the awards ceremony for the 2026 Korea Tourism Contest will take place alongside a special exhibition showcasing the 25 winning items. Since these pieces represent the very best of Korean souvenirs this year, taking a look at them first is a great way to get inspiration before you start shopping.

③ Stamp Tours, Talks & Live Performances

• Stamp Tour: Collect stamps around the venue as you explore for a fun, interactive experience.
• Global K-Goods Pick: A showcase highlighting popular Korean merchandise gaining international attention.
• Brand Storytelling Talks: Behind-the-scenes craft stories shared directly by souvenir brand creators.
• Stage performances, plus K-goods shopping and hands-on events.

Check the official website for full schedules and details on how to participate. For any unannounced updates, following the on-site staff instructions will give you the most accurate information.

3. How to Get to DDP

① By Subway

Taking the subway is definitely the easiest option. Head to Dongdaemun History & Culture Park Station (Lines 2, 4, and 5) and take Exit 1, which leads right to DDP Oullim Square. The fair takes place inside Art Hall, so just follow the directional signs once you step into the building.

• Getting There: Dongdaemun History & Culture Park Station (Lines 2, 4, and 5), Exit 1 → DDP Oullim Square
• Address: 281 Eulji-ro, Jung-gu, Seoul
• Best Time to Visit: Right at opening time (10:00 AM) when it is relatively quieter

② Traveling in a group or carrying lots of bags?

Hauling a mountain of souvenir bags through busy subway stations can be exhausting. If you are traveling with family or friends, book a WOWKOREA SERVICE private van for your trip between DDP and your hotel to travel in comfort without worrying about your luggage.

4. Exploring DDP After the Fair

① DDP Design Pathway & Design Store

Once you finish browsing the fair, take some time to explore the iconic DDP building itself. Walk along the 533-meter Design Pathway connecting B2 to the 4th floor to admire its futuristic curved architecture, or stop by the DDP Design Store to discover more stylish design goods. The outdoor grass hill on top of the building is another wonderful photo spot.

Quick Tip: Even though the exhibition is held indoors, late November in Seoul gets quite chilly during mornings and evenings. Bring a warm coat and wear layers so you can easily take off your outer layer indoors.

5. Pro Tips to Make the Most of the Souvenir Fair

• Saturday afternoons can get quite crowded, so plan for Friday or hit the fair early in the morning for a more relaxed experience.
• Keep an eye on the last entry times: 6:30 PM on the 20th and 21st, and 5:30 PM on the 22nd.
• Make a gift list beforehand so you don't get overwhelmed navigating all 140+ booths.
• Bring a large tote or foldable bag to easily carry all your shopping finds.
• Check out the award-winning exhibits first—it'll give you a great sense of what top-quality souvenirs to look for.
• Dongdaemun is surrounded by shopping malls, making it the perfect spot to keep shopping after the fair.

6. Make Your Dongdaemun Trip Even Easier with WOWKOREA SERVICE

After a full day of walking and shopping, kicking back in your room is just what you need. Treat yourself to delicious local food right in your hotel room using WOWKOREA SERVICE food delivery. Stock up on snacks and essentials with supermarket delivery, and grab great deals using WOW Special coupons. Plus, if you have lots of luggage or need an airport transfer, booking a private van will take all the stress out of getting around.

Wrap up your autumn trip to Korea with a shopping spree at the Souvenir Fair in DDP, and let WOWKOREA SERVICE take care of your dining and travel needs hassle-free!

※ This post was prepared based on official information from the Korea Tourism Organization. Details are subject to change depending on the organizers, so please check official channels before visiting.