From July 6 to August 31, the foundation will hold summer events at all six locations of Seoul My Soul Shop, situated in key areas such as City Hall, Myeongdong, Gwanghwamun, and Yeouido. Celebrating its second anniversary in June, Seoul My Soul Shop is a representative souvenir store that embodies Seoul's lifestyle. Customers who make purchases during the event will receive a limited edition sticker pack featuring the city brand logo and the official mascot, Haechi & Soul Friends.
Specialized events tailored to the characteristics of each location will also be offered. At the Yeouido Hangang Park location, which attracts many families, customers accompanied by children will receive balloons, while the Sejong Center location, situated in a cultural and artistic hub, will host a lucky roulette event offering additional souvenirs. Additionally, the Seoul Tourism Plaza and Gangnam Station locations will hold special discount events on popular merchandise items such as towels and glass mugs, encouraging tourists visiting Seoul during the vacation period.
In addition to merchandise marketing aimed at both domestic and foreign tourists, the Discover Seoul Pass will undergo service enhancements for individual foreign tourists (FIT). This initiative reflects recent travel trends that seek to experience the everyday lives and culture of Koreans, moving away from the traditional focus on famous tourist spots.
The foundation has started operations for a total of 22 new partner facilities as of July 1, following a recruitment drive in the first half of the year. With the addition of facilities in the relaxation, shopping, and beauty sectors, the total number of partner facilities available for the Discover Seoul Pass has increased to 219. Notably, the foundation has expanded experiential content closely related to daily life, such as Korean-style jjimjilbang (spa), which has gained popularity among foreign tourists due to the K-content trend.
Efforts to alleviate communication barriers, often cited as a major concern for foreign tourists, have also been included. The benefit of a free five-day SKT e-SIM data plan, previously available only to mobile pass purchasers, has now been extended to those who purchase a physical card pass. As a result, foreign tourists holding the Discover Seoul Pass can connect to mobile data immediately upon arrival at the airport without needing to go through a separate SIM card collection process.
Kang Gi-yeon, CEO of the Seoul Tourism Foundation, stated, "We have prepared this event and service expansion to provide diverse enjoyment and convenience for domestic and international tourists visiting Seoul during the summer vacation. We will continue to introduce collectible Seoul-themed merchandise while developing tailored services that allow foreign tourists to conveniently experience the daily life of Seoul."
* This article has been translated by AI.
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