Seasonal spring delicacies have emerged as a key variable driving regional travel demand in Korea, according to a new industry report.
Accommodation searches for regional Korean cities featuring local specialties and festivals have risen sharply, according to the "2026 Travel Outlook Report" released Tuesday by global travel platform Agoda.
Seocheon in South Chungcheong Province saw a 30% year-on-year increase in accommodation searches during January to March, driven by the region's signature spring delicacy, jjukkumi (webfoot octopus). The "Seocheon Camellia Jjukkumi Festival," held from March 21 to April 5, was identified as a key factor boosting demand. Jjukkumi, a seasonal ingredient peaking in March and April, is consumed in various dishes including shabu-shabu and stir-fries, and its strong seasonality is seen as directly stimulating travel motivation.
Other regions showed similar trends. Jindo in South Jeolla Province recorded a 23% increase in accommodation searches thanks to spring blue crab, while Nonsan in South Chungcheong Province saw an 18% rise driven by its strawberry festival. Jindo's searches surged 357% in anticipation of next month's blue crab festival, clearly confirming a "festival premium" effect. The Nonsan Strawberry Festival, held from March 26 to 29, drew 670,000 visitors and sold 150 tons of strawberries, demonstrating its power to translate into actual consumption.
"Going for Jjujjonku"... Social Media Trends Become Travel Variables
Recently, social media trends have emerged as a new variable stimulating travel demand. Egg-filled al-jjukkumi (female webfoot octopus with eggs) has been spreading under the nickname "jjujjonku" (a portmanteau of jjukkumi and dujjonku), fueling consumer enthusiasm. The term, derived from its visual resemblance to the previously popular Dubai-style cookie "dujjonku," has expanded into the meme "adults' jjujjonku" and is rapidly spreading online.
According to AI trend analysis platform Sometrend, mentions of "al-jjukkumi" have surged more than 640% year-on-year. As a result, al-jjukkumi restaurants in Seoul's Mapo, Sadang, and Banghwa areas are seeing waiting lines even on weekday evenings, reflecting a sharp rise in tangible demand. The limited availability during peak season has added urgency, with the "now-or-never" consumer mindset stimulating both travel and dining demand.
"Travel for Food Is the Trend"... Korea Ranks No. 3 Among Asia's Culinary Destinations
The food-centered travel trend is also confirmed by the numbers. According to Agoda's survey of eight Asian markets, Korea ranked third in culinary travel preference. Some 34% of respondents cited food as a major travel motivator, exceeding the Asian average of 31%. Taiwan took first place at 47%, followed by Vietnam at 35%.
Regional specialties have also driven travel demand. Changwon in South Gyeongsang Province saw a 34% increase in accommodation searches thanks to mideodeok (sea squirt), while Gwangyang in South Jeolla Province recorded a 28% rise driven by jaecheop (marsh clam). Korea's distinctive regional and seasonal ingredients are being recognized as a competitive advantage for culinary tourism.
"There is a clear trend among travelers to experience local culinary cultures," said Lee Jun-hwan, Agoda's Northeast Asia President. "Korea is a destination with distinctive seasonal delicacies in every region."
