More than 10 million international tourists visited South Korea in the first half of 2026, and Korean food companies are moving closer to them with K-Food pop-up stores in some of the country’s most popular shopping destinations.
As the number of international visitors continues to rise, major Korean food brands are creating special spaces where tourists can experience, taste and purchase Korean snacks.
From Lotte Wellfood to Nongshim, food companies are targeting shopping areas frequently visited by overseas travelers, including department stores and Olive Young stores.
Lotte Wellfood Brings Korean Snacks to Myeongdong
Lotte Wellfood is currently operating its “K-Snack House” pop-up store at Lotte Department Store’s main branch in Myeongdong, one of Seoul’s most popular destinations for international tourists.
The pop-up combines Korean snacks with traditional Korean design elements.
Visitors can explore and purchase popular products from Lotte Wellfood, including the globally recognized Pepero, while surrounded by traditional Korean-inspired decorations such as Ilwolobongdo folding-screen imagery, traditional tiled roofs and wadan roof-end patterns.
The company is also offering photo and authentication events, along with limited-edition merchandise, giving visitors more reasons to stop by and create memorable experiences.
Rather than simply selling snacks, the pop-up is designed to introduce Korean food culture through a more immersive brand experience.
Nongshim Targets Global Tourists With a “K-Snack Tour”
Nongshim is also joining the trend.
Starting next month, the company will operate a month-long “Nongshim K-Snack Tour” pop-up store at Olive Young Central Myeongdong Town.
The location is particularly strategic because Olive Young has become a popular shopping destination among international visitors looking for Korean beauty products, lifestyle items and food souvenirs.
Ahead of the pop-up, Nongshim launched two new snack products at Olive Young: Chicken Leg Nugget Yangnyeom Chicken Flavor and Potato Chip Sweet Corn Flavor.
The products reinterpret Korean regional food ingredients and flavors as snacks.
The Yangnyeom Chicken-flavored snack takes inspiration from the famous fried chicken culture of Suwon, while the Sweet Corn potato chips draw inspiration from corn associated with Gangwon Province.
From Korean Regional Flavors to Global Snacks
At the upcoming pop-up, Nongshim plans to introduce a total of 10 snack products, including four varieties from its Bbangbujang line, two Chicken Leg products and two Potato Chip varieties, alongside the newly launched products.
The goal is to make Korea’s diverse food culture easier and more fun for younger consumers and international tourists to discover.
For many visitors, Korean snacks have become more than something to eat. They are also popular souvenirs and an easy way to take a small piece of Korean culture home.
This is creating new opportunities for Korean food companies to connect their brands with the rapidly growing global interest in Korean culture.
K-Food Meets K-Tourism
The growing number of international visitors is changing the way Korean food brands approach overseas consumers.
Instead of waiting for consumers to discover Korean snacks abroad, brands are increasingly meeting international visitors directly in major tourist shopping districts.
By combining K-Food, Korean culture, shopping and social-media-friendly experiences, pop-up stores are becoming an important marketing tool for Korean food companies.
As global interest in Korean culture continues to expand, the connection between K-Food and K-Tourism is expected to become even stronger.
KOREA FBI Editor’s Comment
K-Pop may have introduced the world to Korea, but K-Food is giving international fans another reason to fall in love with the country.
For travelers visiting Seoul, grabbing a box of Pepero or a Korean snack is no longer just shopping—it can be part of the Korean travel experience.
And with more K-Food brands creating fun, Instagram-worthy pop-ups, Korean snacks are becoming souvenirs that taste like Korea. 🇰🇷🍪
#KFood #KoreanFood #KoreanSnacks #KoreaTravel #VisitKorea #SeoulTravel #KFoodPopUp #KoreanCulture #Pepero #Nongshim #LotteWellfood #OliveYoung #Myeongdong #KoreaTourism #KOREAFBI
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