Seoul International Garden Show

The Seoul International Garden Show (서울국제정원박람회) is Seoul's flagship public garden festival, produced with backing from Seoul Metropolitan Government as part of the city's broader cultural and tourism strategy. What began as a civic horticulture event has expanded into a large-scale lifestyle platform that blends urban design, public art, local commerce, and destination marketing across Seoul.

The 2026 edition marks the event's biggest jump yet. Official city materials say the show runs from May 1 to October 27 across Seoul Forest, Seongsu, and Maeheon Citizen's Forest, covering about 710,000 square meters with 150 gardens and a target of 15 million visitors. That scale pushes it well beyond a niche flower expo. Seoul is positioning the show as a six-month cultural experience with corporate installations, local programs, and social-first campaigns built to travel internationally.

The festival took a sharper K-pop turn when Jungwon of ENHYPEN was named honorary ambassador for 2026. His role spans promotional videos, social campaigns, on-site announcements, ads, and visitor voice guides, making the show a clear example of how public-sector branding now intersects with idol visibility and Hallyu reach.