Seoul serves up steamed rice as next big tourist attraction

A bowl of steamed rice, an everyday staple in Korea, could become an unexpected draw for international tourists as Seoul looks to turn its traditional food culture into a new form of culinary tourism. The Seoul Metropolitan Government held a K-Rice Pairing Experience on Wednesday at Seoul Herbal Medicine Center, inviting 12 international students from Korea University to explore the flavors, aromas and textures of Korean rice. The event was part of the city's efforts to develop tourism experiences rooted in local culture and everyday life, moving beyond conventional sightseeing destinations. Participants sampled three Korean rice varieties — Samgwang from Chungcheong Province, Sindongjin from North Jeolla Province and Golden Queen No. 3 from Gyeonggi Province — comparing their textures, aromas and levels of stickiness. They also paired the rice with salted pollock roe, roasted seaweed and kimchi before sampling three traditional alcoholic beverages made from rice. The experience began with participants opening rice cookers to appreciate the aroma of freshly cooked rice, alongside intr