The main poster of the 2024 Seoul Beauty Travel Week / Courtesy of Seoul Metropolitan Government

Seoul Beauty Travel Week is set to take place from Sept. 23 to 29 in Seongdong District, eastern Seoul, according to the Seoul Metropolitan Government, Thursday. The event aims to focus on the theme of discovering true beauty through immersive experiences in K-wellness.

This year's event will be held in Seongdong District, home to the popular Seoul Forest Park, a favorite spot among young people. In previous years, the event was hosted in central Seoul, in Jongno District in 2022 and Yongsan District in 2023.

A range of programs will be offered throughout the week in collaboration with local businesses, aiming to promote sustainable travel that fosters harmony between tourists and the local community.

With the theme "A Week-Long Trip to Discover the Beauty of Seoul," the city government seeks to provide visitors with a unique lifestyle experience that people can enjoy within the city.

Around 50 locations, including parks, exhibition spaces and local shops, will offer experiences centered on three key themes - relaxation for revitalization, culinary delights for refreshment and cultural events for rejuvenation.

The image shows a sample menu from OFTT, a fusion snack bar in Seongdong District, eastern Seoul, one of the participating venues in the Seoul Beauty Travel Week event. Courtesy of Seoul Metropolitan Government

Under the theme of revive, 14 locations will offer programs aimed at promoting physical and mental well-being, including yoga and meditation in natural spaces in the city.

At Seoul Forest Park, a range of activities including hiking, running, yoga, and meditation will take place from Sept. 27 to 29.

Other highlights include the Eungbongsan Palgakjeong Pavilion, where visitors can relax while enjoying views of the Han River, and a gardening workshop in Seongdong District.

A total of 17 restaurants and cafés will participate in the event, showcasing healthy cuisine under a refreshed theme.

One of the standout venues is the fusion snack bar OFTT, which reimagines traditional Korean snacks with a global twist. For the event, OFTT will offer a special menu featuring Seoul Ramen, the first ramen brand produced by a local government in Korea.

Furthermore, 19 venues in the district, including select shops, exhibition spaces and dance studios will showcase 15 different cultural and artistic activities, under the theme of rejuvenation.

Notably, a week-long potted plant exhibition and special programs led by potted plant studio CEO Choi Moon-jeong will be held at the cosmetic store Amore Seongsu.

Additionally, the activity app XCREW, popular among both locals and foreigners, will offer a variety of programs during the event. These include a plogging tour — combining jogging with litter collection — along a designated scenic trail on Mount Maebong. Other activities, such as circuit training and quiz events, will also be featured.

Meanwhile, the city government has emphasized supporting local businesses in Seongdong District, aiming to cultivate a travel culture that encourages collaboration between tourists and local commercial areas while preserving the district's unique characteristics.

"Seoul Beauty Travel Week offers visitors an opportunity to personally experience the region's distinct charm, reflecting a growing trend that prioritizes experiences over material possessions," said Kim Young-hwan, director general of the Tourism and Sports Bureau at the city government.

He also expressed optimism about attracting both domestic and international visitors, noting that the city has worked with experts to highlight the district's unique appeal, ensuring that both tourists and the local community benefit from the event.

Further details and reservation information for experience programs are available on the official event website.