Explore Gwinnett, the premiere marketing initiative for Gwinnett County, Georgia, has introduced the Seoul of the South Pass, a free mobile pass designed to enhance your dining experience. It features a curated selection of authentic restaurants, coffee shops, bakeries, and spas throughout the county. Users can sign up online, check in at participating locations to earn points, and redeem them for Seoul of the South-themed prizes.

“We’re excited to expand the Seoul of the South™ experience with this digital pass,” said Lisa Anders, chief operating officer of Explore Gwinnett. “With the largest Korean population in the South, Gwinnett County offers a vibrant, self-guided way for locals and visitors to discover the cultural richness and authentic experiences that shape our community.”

The Seoul of the South™ Korean Food Tour, an annual Explore Gwinnett program, invites participants to join Sarah Park on a guided Korean dining adventure across the county. Celebrating its 10th year, the consistently sold-out tour inspired the creation of the Seoul of the South™ Pass.

This digital pass brings Sarah Park’s expert recommendations to users, enabling them to explore Gwinnett’s acclaimed Korean dining scene at their own pace.

2025 Seoul of the South Korean Food Tour Dates

  • May 31st (sold out)
  • June 28th (sold out)
  • July 19th
  • August 9th
  • September 27th

Purchase tickets.

Powered by the technology company, Bandwango, the free digital passport features 32 Korean-owned destinations throughout Gwinnett County. Once registered, users can check in at participating locations using their mobile device to earn points, which can be redeemed for the following prizes:

  • 4 points: Seoul of the South™ sticker pack and entry into a quarterly drawing for a $50 SpaLand gift card (Winners will be contacted via email and must respond within 72 hours to claim the gift card.)
  • 8 points: Reusable Seoul of the South™ chopsticks and straw
  • 12 points: Toiletry bag filled with K-beauty essentials
  • 16 points: Seoul of the South™ T-shirt (Sizing is limited and subject to availability. Wait times may apply.)
  • 20 points: Kimchi-making kit