The Gyeongnam Tourism Foundation has brought the pristine nature and restorative value of the Jirisan region to the heart of Seoul. The initiative aims to provide an urban experience of Jirisan, encouraging visitors to explore the area directly.
In collaboration with the Ministry of Culture, Sports and Tourism, Gyeongsangnam-do, and six local governments from the Jirisan area (Hadong, Sancheong, Hamyang, Geochang, Hapcheon, and Gurye in Jeollanam-do), the foundation is hosting the 'Jirisan Healing Station' wellness and workation popup in Seongsu-dong, Seongdong-gu, from November 4 to 8. The popup operates daily from 11 a.m. to 8 p.m.
This popup is part of the 'Jirisan Wellness and Workation Product Enhancement Support Project,' which is part of the 'Southern Region Comprehensive Tourism Development Project' initiated by the Ministry of Culture, Sports and Tourism for 2024-2033. It aims to showcase wellness and workation tourism products and experiential content that allow visitors to heal their bodies and minds while enjoying both work and relaxation in the natural environment of the Jirisan region. The name 'Healing Station' reflects the fresh air of Jirisan and the opportunity to take a deep breath and relax.
The popup, themed 'Inhale and Exhale Jirisan,' features seven experience zones designed for visitors to engage their senses and experience relaxation. The zones include: a stress measurement zone, a Jirisan tea blending zone, a Jirisan scent pouch zone, a Jirisan sound zone, a personal reset card zone, a Jirisan photo zone, and a Jirisan workation relaxation zone. Information about wellness and workation accommodations and experiences from the six Jirisan regions is also available.
On its opening day, November 4, the 'Jirisan Healing Station' attracted young visitors with its calm and refreshing atmosphere, contrasting with the bustling streets of Seongsu. Visitors received a 'Healing Station Pass' for a stamp tour and headed first to the stress measurement zone, where they could intuitively assess their current stress levels and fatigue.
Following the stress assessment, visitors experienced the flavors, scents, and sounds of Jirisan. In the tea blending zone, they sampled tea brewed from leaves sourced from the Jirisan foothills, savoring its subtle umami flavor. In the scent pouch zone, they created their own unique scents using stone diffusers, selecting natural fragrances that suited their preferences.
In the sound zone, visitors listened to the sounds of nature, such as wind and flowing water from nearby Jirisan. The combination of the lingering scent of Jirisan and these natural sounds transported them away from the urban noise, creating a feeling of being immersed in the Jirisan forest. After selecting a card with uplifting phrases in the reset card zone, visitors could take a commemorative photo in the photo zone.
The experience concluded in the workation relaxation zone, where visitors could enjoy a cup of tea while seated comfortably, feeling as if they had just returned from a brief healing journey to Jirisan.
Kim Yong-il, head of the tourism strategy team at the Gyeongnam Tourism Foundation, stated, "We aimed to encapsulate the flavors, scents, and sounds of the Jirisan region within the popup. Everything experienced here can also be found throughout Gyeongnam, with all materials, including tea and scent pouches, sourced locally."
Visitors can earn rewards by collecting stamps; four stamps yield one reward voucher, while seven stamps earn two vouchers. Additional vouchers can be obtained by participating in surveys or sharing on social media. Rewards include a reusable bag, desk mat, laptop stand, charging cable, and memo pad in the 'Inhale Kit' for workation, as well as a string bag, guasha tool, aroma oil, and knee blanket in the 'Exhale Kit' focused on relaxation.
According to the Gyeongnam Tourism Foundation, despite the physical accessibility challenges from the metropolitan area, the Jirisan project has attracted approximately 7,000 visitors this year. The Jirisan ESG (Environmental, Social, Governance) value tourism initiative collaborates with local organizations and dedicated travel agencies to operate products together. A portion of the revenue, between 5% and 10%, is reinvested into local organizations. The foundation also supports these organizations in expanding their sales channels through Naver Place and promoting via social media.
Kim added, "The local organizations include individuals who have returned to farming or settled in the area, as well as young people with a vision for the community. By operating tourism products and experience programs based in the region, we aim to connect Seoul with the local area and help generate additional revenue."
In addition to the Jirisan project, the Gyeongnam Tourism Foundation operates the 'K-Great Merchant Tourism Route' connecting Jinju, Uiryeong, and Hamyang, the hometowns of founders from LG, Samsung, and Hyosung, and the 'Southern Region Local Tour Lab,' where local residents create stay-type products. The Local Tour Lab has partnered with the regional airline Seair to offer small-town travel packages that include flights from Gimpo to Sacheon, with the first package selling out within two hours of its release. This year, the total number of visitors for the four specialized joint promotion projects, including the Jirisan initiative, has already surpassed 10,000.
Baek Jong-cheon, CEO of the Gyeongnam Tourism Foundation, emphasized, "Gyeongnam is rich in UNESCO-listed heritage sites, including Namgye Seowon, the Tripitaka Koreana, and the Gaya Tumuli, as well as two of the three major pavilions from the Joseon Dynasty, Jinjuseong Fortress and Milyang Yeongnamru, and two of the three major temples, Haeinsa and Tongdosa. It is a treasure trove of tourism resources, combining Jirisan with its pristine natural environment and coastal attractions. We hope this popup will help spread awareness of Gyeongnam's charm."
* This article has been translated by AI.
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