SEOULHOBBI is a cultural, tourism, and ESG-focused brand operated by K-Initiative, dedicated to connecting Korea and the world through meaningful experiences, cultural exchange, and sustainable partnerships.

Originally launched under the name Yana Trip, the brand has evolved into SEOULHOBBI to better reflect its expanded mission and international identity. While our services have grown beyond travel, our commitment remains the same: creating authentic connections between people, cultures, and communities.

The name SEOULHOBBI is a fusion of two worlds.

“SEOUL” represents the dynamic capital of Korea—a city where tradition, innovation, culture, and modern life coexist.

“HOBBI” is inspired by the Arabic word حبي (Hobbi/Habibi), meaning “my love” or “my dear”—one of the most heartfelt expressions of affection and belonging in the Arab world.

Together, SEOULHOBBI means “Seoul, My Love.”

More than a name, it reflects our belief that cultural exchange begins with genuine appreciation and human connection. It symbolizes our passion for introducing Korea to global visitors while creating meaningful opportunities for dialogue, learning, and collaboration, we connect people, cultures, businesses, and communities while contributing to the United Nations Sustainable Development Goals (SDGs), particularly in the areas of education, sustainable communities, economic growth, and global partnerships.

At SEOULHOBBI, we don’t simply organize programs—we create experiences that inspire understanding, build relationships, and leave lasting memories.