Trends

Regional Souvenir T-Shirts in Korea: Where to Find Gongju, Tongyeong, Jeju and Busan Designs

Last updated on
AI-generated cream Jeju souvenir T-shirt draped over a wooden chair beside a travel bag, with handwritten words memories to wear.

AT A GLANCE

Gongju
Chestnut T-shirt, sold at Jeil Distribution in Seongsong Market (per Hankyung)
Tongyeong
Oyster designs and 'I ♥ TY' tees from the brand Tongyeong Agassi Club
Jeju
Uniqlo x local brands such as Gyulmedal, sold at Jeju Uniqlo stores
Busan
City-brand tees at the Busan Brand Shop in Gwangbok-dong (Sejeong, launched Nov 2024)

Regional souvenir T-shirts, once dismissed as tacky, have become a travel purchase in Korea, especially among people in their 20s and 30s. The designs feature local foods and landmarks, often with jokes and wordplay. This guide lists examples from Gongju, Tongyeong, Gangneung, Gyeongju, Jeju and Busan, and what to check before buying. Checked on 2026-10-12.

The hero image is AI-generated and shows an imagined shirt, not a real product.

Why these shirts caught on

According to a September 2026 report, the appeal combines direct local symbolism, an easy photo for social media and the scarcity of items sold only in one place. A celebrity wearing a design can speed things up, as with a Geoje design worn by the idol group Lesserafim (Hankyung, in Korean).

Examples by region

  • Gongju (South Chungcheong): A chestnut T-shirt with a crown on the chestnut, sold at Jeil Distribution in Seongsong Market. It reportedly draws crowds on weekends after going viral online.
  • Tongyeong (South Gyeongsang): The brand Tongyeong Agassi Club makes oyster-themed designs and “I ♥ TY” tees, a play on “I ♥ NY.” The report says about 80% of its customers are tourists.
  • Gangneung and Gyeongju: Gangneung has potato-themed “I ♥ GN” designs. Gyeongju has heritage graphics such as Seokguram Grotto.
  • Jeju: Uniqlo opened its Donam and Seogwipo stores in April 2025 and sold UTme! T-shirts made with local brands such as Gyulmedal (tangerine), UMU pudding, a Donghwa Village design and Hallasan soju (Uniqlo Korea press release, in Korean). Hankyung reports the Gyulmedal line expanded to five designs in 2026, with opening-day lines and quick sell-outs at Jeju stores.
  • Busan: The local company Sejeong made T-shirts and hoodies with Busan’s city brand, including the “Busan is good” slogan. They were first sold at the Busan Brand Shop in Gwangbok-dong in November 2024 (Munhwa Ilbo, in Korean).

Check each shop’s listing.

Tips for buying

  • Ask where it is sold. Many designs are local-only. Check the shop or brand page for current stock before you travel.
  • Check size and fabric. Souvenir shirts vary in fit and material, so look at the fabric, sizing and wash instructions.
  • Expect lines on popular items. The Jeju Uniqlo designs reportedly sold out fast. Go early or check stock in the store’s app.
  • Beware of resale prices. Sold-out designs can show up on resale sites at higher prices, so compare with the shop price first.

Good for / not for

Good for

  • Travelers who want a souvenir they can wear
  • Anyone building a trip around local shops

Not for

  • Anyone who needs a specific design guaranteed. Local-only items can sell out.

FAQ

Where can I buy the Gongju chestnut T-shirt? Reports say Jeil Distribution in Seongsong Market. Confirm opening days before you go.

Are the Jeju Uniqlo shirts still available? Check the store or Uniqlo Korea’s site.

Do these shirts ship abroad? Check each seller.

Sources

Checked on 2026-10-12. Stock, prices and shop hours can change. The Hankyung details were read from a summary of the article.