A total of 64,000 Instagram posts. A 2,000% jump in spending at local gift shops.
Mukho, a small port town in Gangwon State, has emerged as a new travel destination for South Korea's younger generation.
Donghae City said on the 19th that the recently published "Trend Korea 2027" featured Mukho as a key case study in its analysis of small-town travel, a trend in which visitors slowly experience local alleys and everyday life rather than major tourist attractions.
The book describes Mukho as a destination with a compact layout that allows visitors to tour its main sights on foot, a quiet port-village atmosphere and a distinctly local character. It also notes that the town, dubbed "Korea's Santorini," is drawing interest from younger travelers.
Korea's Santorini, Chosen by Those in Their 20s and 30s
The numbers back this up. According to data from Shinhan Card, the number of transactions at gift shops in the Mukho area from January to May this year surged 2,113% from the same period in 2024. People in their 20s and 30s accounted for 74% of those transactions. Instagram posts tagged "#Mukho" number about 64,000. Accessibility is also cited as a factor behind the town's popularity, as it is about two and a half hours from Seoul by KTX.
Mukho's appeal comes from its alleys and daily life rather than large-scale facilities. Visitors can walk around Nongoldam-gil, the Dojaebigol Sky Valley and the coastline near Mukho Port, drawn by a landscape where alleyways running along the sea and hillsides blend with the living spaces of residents.
This is not the first time Donghae City has appeared in "Trend Korea." The city was also featured in the 2022 and 2026 editions. In the 2026 edition, a seaside book village in the Dongho district, created through an urban regeneration project, was cited as an example of "feelconomy," a consumption trend that places value on emotion and experience.
The city said it plans to continue improving living conditions for residents while developing a travel environment that lets visitors experience everyday life in the port village.