Driven by the rising popularity of K-pop and Korean TV dramas, shopping in Korea has become a special experience for a growing number of foreign tourists.

The best season for them is winter, when the annual Korea Grand Sale campaign is held. Bigger discounts and more gifts and events are on offer during the campaign than any other time of the year.

“This year’s Korea Grand Sale will present a variety of promotions from December to February, which will heighten the festive year-end mood. The event will not only offer good shopping opportunities to foreign visitors, but also enhance their travel experience in Korea through diverse cultural and tourist programs,” said Han Kyung-ah, secretary general of the Visit Korea Committee, the organizer of the event, at a press conference in Seoul on Monday.

This year, the event will begin on Dec. 1, a month earlier than previous Korea Grand Sales. There will be discounts of up to 70 percent and various gifts for foreign tourists in large cities including Seoul, Busan and Jeju, and in the provinces of Gyeonggi, Gangwon, North Chungcheong and North Gyeongsang.

The event, modeled on Hong Kong’s Mega Sale, uses gifts to lure foreign shoppers. Its highlights include the Lucky Box draw and luxury shopping pass events to be held in December.

The Lucky Box draw will be held in Myeong-dong throughout December, offering chances to win popular shopping items, including Sulwhasoo cosmetic products and Jeonggwanjang red ginseng products, to foreign customers who spend more than 300,000 won ($269). Foreign visitors can apply for the event by submitting their receipts at event booths in Myeong-dong.

At the luxury shopping pass event, 100 foreign visitors who apply for the event online before Dec. 31 will have a chance to receive a selection of attractive gifts. The event has grown in scale as this year winners will receive roundtrip tickets for flights between Seoul and their home countries on Korean Air, Asiana Airlines, Jin Air or Jeju Air; Lotte Hotel accommodation vouchers; duty free shop gift cards; and K-pop concert tickets.

The Korea Grand Sale will be divided into three periods, each featuring different promotions and discounts. From Jan. 9-23, foreign visitors will be able to enjoy two Korean performances for the price of one. Popular programs including “JUMP” and “BIBAP” will be paired with other performances. From Jan. 24-Feb. 7, amusement parks such as Everland, One Mount and KLIVE will offer discount of up to 50 percent on admission tickets. From Feb. 8-22, department stores are expected to offer discounts of between 10 to 70 percent and diverse promotions to foreign visitors.

For more information, visit www.koreagrandsale.co.kr.

By Lee Woo-young (wylee@heraldcorp.com)