Source: Dong-A Ilbo · 여행

What happened

According to Dong-A Ilbo, the Seoul Tourism Organization opened a Chuseok holiday customer appreciation campaign at Seoul My Soul Shop, the city’s official souvenir retail chain. The event runs from September 18 through October 11, 2026, simultaneously at six branches anchored in major visitor corridors — Seoul City Hall, Myeongdong, Gwanghwamun, Yeouido, Gangnam Station, and comparable tourist hubs.

The shop marked its second anniversary in June and positions itself as Seoul’s flagship store blending city branding with lifestyle merchandise. During the promotion window, visitors who spend above set thresholds receive limited-edition Seoul My Soul items that the article says customers had repeatedly asked to restock: masking tape, keyrings, and acrylic display stands featuring the “SEOUL MY SOUL” mark and the mascot line “Haechi & Soul Friends.”

The breakdown

Tiered free gifts differ by branch. At Gangnam Station and Yeouido Hangang Park, purchases of 10,000 won or more earn masking tape, 20,000 won or more a keyring, and 30,000 won or more an acrylic stand. Seoul Gallery and Sejong Center offer the acrylic stand at 30,000 won or more only.

Parallel discount sales at Seoul Gallery, Seoul Tourism Plaza, and Gangnam Station cover 22 product types (47 items) — norigae ornaments, celadon mug sets, lucky-pouch-style bags — at up to 50% off. Seoul Gallery adds first-come Haechi balloons and an adjacent Pokémon Go “Pikachu’s Autumn Picnic” photo and experience zone. Gangnam Station runs a purchase lottery through November 30; Sejong Center through November 30 gives masking tape with a same-day performance ticket plus 10,000 won or more in purchases.

Kim Byung-min, CEO of the Seoul Tourism Organization, told Dong-A the event targets domestic and international travelers visiting Seoul during Chuseok, framing souvenirs as memory keepers that can encourage return trips as the foundation continues curating collectible merchandise.

Why it matters outside Korea

Seoul’s inbound story is not only palace tickets — official city shops help visitors buy gifts that feel designed, not random market trinkets. Dong-A shows Seoul treating Chuseok, Korea’s major autumn family holiday, as a retail moment for tourists too, with “SEOUL MY SOUL” branding on merchandise.

The six-hub layout lets you hit Myeongdong or Gwanghwamun branches during core sightseeing. The 50% discount window may bring celadon mugs, norigae motifs, and pouch bags closer to impulse-buy pricing than boutique museum shops.

What travelers and expats should watch

• Threshold math before you queue: free gifts trigger at 10,000 / 20,000 / 30,000 won depending on branch. Seoul Gallery and Sejong Center only grant the acrylic stand at 30,000 won; do not assume lower tiers apply everywhere.
• Dates vs. side events: the headline promotion ends October 11, but Gangnam’s lottery and Sejong Center’s performance-ticket bonus run until November 30 — verify in store after the main sale ends.
• First-come items: Haechi balloons and the Pokémon Go photo zone are capacity-limited; treat them as optional, not guaranteed anchors.
• Tax and payment: Dong-A lists no VAT-refund details; confirm tax-free eligibility and receipt rules at checkout if you plan to claim refunds.

Context

Read this as a city-run souvenir promotion timed to Chuseok travel, not as a government travel subsidy or festival with published English schedules. Dong-A’s usable facts: Sept. 18–Oct. 11 / six tourist-hub branches / tiered gifts at 10k–30k won / up to 50% off 22 product lines / branch tie-ins through Nov. 30 at Gangnam and Sejong. Korelay’s frame: if you want official Seoul-branded keepsakes while families flood transit hubs for the holiday, this is the window — check your branch’s tier table first, because the free-gift ladder is not identical everywhere.

Source

Dong-A Ilbo: 서울관광재단, ‘서울마이소울샵’ 추석맞이 특별전…“국내외 여행객 모두 환영” — Korean original; paraphrased for briefing; read the original for full detail.