[Edaily Reporter Oh Hee-na ] “LOCAL VIBE by Travel Show 2026,” a regional brand lifestyle expo, will be held for three days from November 20 to 22 at Hall C of COEX in Seoul.

Organized by the LOCAL VIBE Organizing Committee and co-hosted by GMEG and Seoul Exhibition, this event was designed to go beyond simply promoting tourist destinations and instead propose a “new, preference-driven way of traveling” through diverse regional brands, spaces, and content.
The exhibition will be organized into five main categories: △ “Food,” featuring regional specialties, traditional liquor and wine, craft beer, coffee, and baked goods; △ “Travel,” encompassing regional festivals, themed streets, travel platforms, hotels and resorts, and glamping; △ “Experience & Leisure,” showcasing leisure sports, yachts and cruises, rail bikes, outdoor activities, and experiential tourism programs △ “Content,” featuring local goods, illustrations, regional artists and workshops, curated shops, and character IP △ “Community,” introducing multi-purpose cultural spaces, urban regeneration projects, cooperatives, youth villages, and local initiatives.
In addition to B2C content for visitors, this expo will strengthen B2B business matching programs that connect participating companies with distribution, tourism, and investment organizations, as well as overseas buyers, to provide practical support for opening new sales channels. It will also highlight government and local government policies aimed at fostering local startups, addressing regional depopulation, and attracting new residents—all in one place.
Through this, the event aims to establish a local platform encompassing the archiving of local brands nationwide, immersive local experiences, connections between merchandisers and investors, and collaboration between the government and the private sector. According to the LocalVibe Organizing Committee, the goal is to build a structure of “Policy → Local Businesses/Creators → Market Connections → Regional Growth,” where local companies that have grown through policy support meet consumers at the exhibition and are then connected with distribution, investment, and tourism partners.
Meanwhile, LocalVibe 2026 is currently accepting applications from participating companies via its website, and visitor registration will be available through advance registration.