For visitors heading to Gongju, a city in South Chungcheong Province known as the country's chestnut capital, a new travel tradition has taken hold — buying a chestnut souvenir shirt at Gongju Sanseong Market and wearing it immediately while exploring the area. The shirt features a plump chestnut character printed across the front. It captures the local identity and is a playful nod to the word "bamti," an online meme referring to an unflattering look. After launching in May, the design went viral on social media within a month and now sells more than 1,000 shirts a day on weekends. "So many tourists walk around downtown wearing the shirt that local residents sometimes ask them where to buy it and then visit the market to get their own," said Lee Tae-hee, head of Jeil Yutong and creator of the apparel. "Customers have fun wearing it, and other market vendors have been supportive because the shirt draws more foot traffic." Diversifying domestic travel beyond food tours Regional souvenir shirts that playfully celebrate local culture are breathing new life into domestic travel. Travelers