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Seoul Goods Unveils Over 10 New Products for 2025

Following Initial Sell-Out Success, Seoul My Soul Shop Expands Lineup with Eco-Friendly and Artist Collaborations

Seoul My Soul Shop, the official souvenir store operated by the Seoul Tourism Organization (President and CEO, Kil Ki Yon), has launched a new 2025 product lineup, marking the start of its summer marketing campaign. The brand continues to gain popularity following the sell-out success of its initial inventory.

Since its launch in June 2024, Seoul My Soul Shop has attracted over 180,000 visitors and sold more than 50,000 products, quickly establishing itself as a must-visit cultural and lifestyle destination for both locals and international tourists. The shop showcases officially branded “Seoul Goods” that capture the unique charm and identity of the city.

In celebration of its first anniversary, the shop has restocked its bestsellers and unveiled over 10 new products for 2025, reflecting global MZ generation trends with a focus on sustainability and design-driven lifestyle appeal.

Popular items from the first half of 2025 include: Colorful eco-bags

Baseball caps, Art collaboration pouches and these items have been well received by both domestic and international visitors.

The 2025 Summer Collection features three main categories:

■ Seoul Pick: Trendy and Accessible

A collection of stylish and affordable items featuring iconic Seoul landmarks, ideal for tourists seeking light, charming souvenirs. All are priced under KRW 20,000 for accessibility and everyday use.

■ Seoul Signature: Premium Korean Aesthetics

A line of premium goods highlighting Seoul’s symbols with elegant craftsmanship.

■ Sustainable Seoul: Eco-Friendly and Conscious

Designed with recyclable and biodegradable materials to promote sustainable tourism.

Seoul Goods are available at four major locations, ▲Seoul Tourism Plaza, ▲Myeongdong Tourist Information Center, ▲Sejong Center, ▲DDP Store

Select items will also be available for purchase through the DDP online store in phases.

In August, the brand will introduce collaborative products in partnership with three rising artists — Kang Jun-young, Graplex, and Kim Ji-hee —as part of the Seoul Goods Artist Collaboration Season 2, with a pop-up event and related promotions planned economy.

Lee Hye-jin, a Director of Tourism Brand Development Team at the Seoul Tourism Organization, stated: “For the MZ generation, souvenirs are more than keepsakes 

— they’re a way to carry travel experiences and emotions into everyday life. With Seoul Goods, we aim to deliver not just exceptional design, but also meaningful messages around sustainability and Seoul’s cultural identity. We will continue to develop unique products and marketing initiatives that establish Seoul Goods as the city’s must-have souvenir.”