The Ministry of Culture, Sports and Tourism promotes Korean tourism through K-daily at the 2026 Milan Winter Olympics

*This content was translated by AI.

The Ministry of Culture, Sports and Tourism and the Korea Tourism Organization (hereinafter referred to as the 'Corporation') will showcase the charm of Korean tourism at the Milan Korea House until the 22nd, following the '2026 Milan Cortina d'Ampezzo Winter Olympics'.

Korea House is a base for team support and sports diplomacy operated by the Korean Sports Council, and the Milan Winter Olympics are used as a space to introduce Korean cultural and tourism contents jointly by public and private organizations such as the public corporation, CJ, and the Korea Craft Design and Culture Promotion Agency.

Through collaboration with CJ, the corporation said, "K-Dailyization, enjoy it like a Korean."The Korean Tourism Promotion Center was formed under the slogan (K-Dailyication, Enjoy Korea Like a Local). Based on the recent similarities in travel and consumption patterns of tourists visiting Korea to Koreans, various contents have been prepared to experience the daily lives of Koreans.

Starting with the 'K-Destination Game', which diagnoses one's travel tendencies and offers recommended tourist destinations, visitors can enjoy a taste course of Korean travel by going around the 'K-Entertainment', which links the ▲ Hangang Convenience Store Concept 'Bibigo K-Food' ▲ CJ ENM's popular drama filming location, ▲ K-Beauty', which experiences local tourist destination themed scents (香) and Olive Young's popular products.

In addition, it has designated "K-Travel Week (2.7~11)" to focus on consumer experience events. Along with dance classes of popular songs such as "Soda Pop" and "Like Genie," programs covering various tastes such as idol makeup experience, personal color diagnosis, and traditional Korean music performances have been prepared.

Sophia, an Italian who visited the public relations center, said, "I felt Korean culture vividly by experiencing K-pop dance and idol makeup with her daughter who likes K-pop Demon Hunters," and added, "I will visit Korea next time after being recommended for 'Busan' and 'Jeju' in the travel propensity diagnosis game."

Meanwhile, on the 9th (local time), the corporation invited local travel industry and media officials to the public relations center to hold a business networking event on the occasion of the 2026 Milan International Tourism Expo (2026 BIT Milan, February 10~12). Through this, it plans to explore the possibility of collaboration with the development of high-value Korean tourism products targeting the European market.

"In European countries, including Italy, Generation Z in their 20s has been leading the market growth since last year, and is showing clear growth this year," said Baek Ji-hye, head of the Gumi Daeyangju team. "We will strengthen Korea's brand as a representative tourist destination in East Asia through marketing to visit the European market by target."

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*This content was translated by AI.