From Haeundae sand play to 79th-floor Gugak, a hotel summer vacation

With the summer vacation season approaching, major domestic hotels are stepping beyond mere accommodation to attract customers with differentiated content. From premium kids' packages for families to high-quality traditional art performances in the heart of the city, the service scope of hotels is trending toward expansion into culture and experience.

Paradise Hotel Busan has launched the 'Little Summer By Liewood' package in collaboration with 'Liewood,' a premium Nordic kids' lifestyle brand. Based in Copenhagen, Denmark, Liewood is a brand that emphasizes minimal design and sustainable values, and this collaboration reflects the family travel trend that prioritizes creative play experiences for children.

Premium Kids' Play on Haeundae Beach

This package provides play for children and relaxation for parents against the backdrop of the Haeundae sea. The package includes one night's stay along with one set of Liewood's 'Royald Sand Play Toy.' Designed to be suitable for use at the beach, these toys feature detachable handles and a convenient storage structure. Additionally, it includes one Haeundae Beach parasol pass, kids-only amenities, and access to the hotel's Ocean Spa Cimer.

Paradise Hotel Busan is strengthening experiential content that develops children's five senses and creativity. Currently, through the '2026 Summer Kids Festa,' the hotel is operating various programs such as exploring artworks within the hotel, bubble play, K-Pop Move Wellness, and making mango bingsu. An official from Paradise Hotel Busan stated, "In the recent kids' 'hocance' (hotel + vacance) market, experiential content where children can learn and grow through new experiences has become an important selection criterion. Through our collaboration with Liewood, we will provide a differentiated family vacation experience that combines the natural environment of Haeundae with a premium kids' brand."

Traditional Korean Melodies Resonating on the 79th Floor of Signiel Seoul

Signiel Seoul is hosting the 'SIGNIEL SEOUL K-LUXURY SALON,' which modernizes and reinterprets traditional Korean art. Held every Saturday from July 25 to August 15 at 'The Lounge' on the 79th floor of the Lotte World Tower in Jamsil, Seoul, these performances provide a high-level cultural experience to both domestic and international customers.

The performances will proceed with a different theme each week. The first performance on July 25, 'Pum (品) - Timeless Elegance,' will feature the gayageum and haegeum. On August 1, 'Pung (風) - The Spirit of Nature' will capture the elegance of scholars through the geomungo and daegeum, and on August 8, 'Hwa (和) - The Beauty of Balance' will showcase the harmony of the saenghwang and gayageum. The final performance on August 15, 'Gyeok (格) - The Art of Refinement,' will present the restrained beauty of the ajaeng and gayageum.

K-Culture Reinterpreted by Next-Generation Gugak Artists

The concert stage will be taken by next-generation Gugak (traditional Korean music) artists from Chung-Ang University's Division of Traditional Arts. Having won awards in domestic Gugak competitions, they will showcase the sounds of traditional instruments such as the gayageum, geomungo, haegeum, daegeum, saenghwang, and ajaeng. In particular, they will present a composition that spans East and West by adding classical, film, and pop music to the traditional repertoire.

The performances consist of Part 1, held every Saturday from 6:30 PM to 7:00 PM, and Part 2, which continues from 7:00 PM to 7:30 PM. Any customer using The Lounge can enjoy the performances freely. An official from Signiel Seoul said, "This is a cultural program prepared to elegantly introduce the beauty of traditional Korean art to customers from all over the world. We plan to continue presenting differentiated cultural content and make this a space where people can experience the new value of Korean luxury."

Paradise Hotel Busan recorded consolidated revenue of 293.966 billion KRW in the first quarter, growing 3.8% compared to the same period last year. Signiel Seoul is utilizing its unique location on the 79th floor to link Gugak content to the brand experience. Such movements in the hotel industry are leading to a competition for content to occupy the customer's time, going beyond the essential function of accommodation.