From midnight street-food sampling in market alleys to late-night shopping in illuminated retail districts, Seoul is actively marketing its reputation as a safe, 24-hour urban playground. At Tourism EXPO Japan 2026, held at Tokyo Big Sight from Thursday through Sunday, the Seoul Tourism Organization put the capital’s after-dark culture front and center to woo travelers from one of its largest visitor markets. Operating a dedicated Visit Seoul pavilion under the theme "Day and Night in Seoul for All Ages," officials highlighted the city's unique mix of round-the-clock safety, late-night transit and evening entertainment to an international travel fair that drew roughly 130,000 visitors. The pavilion’s design paired morning yellow — Seoul's official color for 2026 representing the city's bright mornings — with deep purple accents celebrating the 10th anniversary of the Discover Seoul Pass to evoke its bustling nightlife. Visitors took part in interactive activities, including a popular wheel-spinning event where participants selected top day and night attractions, highlighting Seo