Korean celebrity travel content usually stops at the sponsored trip. Kim Ji-soo's version ended with a company registration in Prague and tour products you can add to a cart.
Is Jisoo in Prague a real travel agency?
Yes. Jisoo in Prague (지수인프라하) is a functioning, Korean-language tour operation based in Prague and fronted by veteran actress Kim Ji-soo, who announced the brand on her social media on March 2, 2026 . The Korea Times renders her announcement line as "I greet you today as the CEO of Jisoo in Prague" . Tours under the brand are live and bookable on two Korean travel platforms, MyRealTrip and WAUG, covering Prague, Český Krumlov and Dresden. For a fan deciding whether this is worth attention: it is a small, operating tour business, not a sponsorship deal or a one-off publicity post.
Quick Answer: Jisoo in Prague is a real, bookable Korean-language tour brand launched by actress Kim Ji-soo on March 2, 2026. It runs through Czech company EWT KOREA s.r.o. (IČO 03120490, incorporated June 17, 2014) and sells Prague, Český Krumlov and Dresden day tours on MyRealTrip and WAUG.
The corporate layer is the clearest evidence that this is not a shell. Marketplace listings attach the brand to the Czech company EWT KOREA s.r.o., and Czech public-register records give that company IČO 03120490, a registered address at Zenklova 840/199, Libeň, 182 00 Praha 8, a company registration date of June 17, 2014, legal form společnost s ručením omezeným, and share capital of 10,000 Kč . A register notice published March 26, 2026 lists Sung Yun Yang as a company executive with a function start date of January 8, 2026 . That name matches Kim Ji-soo's legal name, Yang Sung-yoon, though the register itself uses no stage name, so treat the connection as inferred rather than documented.
Three things separate this from a celebrity endorsement:
- Products, not posts. The MyRealTrip guide profile for 지수인프라하 shows six opened trips across Prague, Český Krumlov and Dresden, with the introduction written in Kim's voice as actor and brand representative.
- Platform onboarding. WAUG published a launch page for the brand on March 30, 2026, listing bookable day tours with prices .
- Hiring before the reveal. A Czech local-guide posting under EWT KOREA s.r.o. ran on Saramin from January 29 to March 30, 2026, offering ₩36,000,000 a year, 20 days of annual leave and long-term visa support .
"I fell in love with Prague, where I left alone in May 2024, and started a 'Jisoo in Prague' travel agency," — Kim Ji-soo, actress and brand representative, in her launch post as quoted by Star News, 2026-03.
One caveat worth carrying into the rest of this piece: The Korea Times raised the story again on September 17, 2026 in a feature grouping Kim with broadcasters Choi Song-hyun and Son Mi-na, all converting travel audiences into tour businesses . Kim's setup is the outlier — she operates through a Czech company, not a Korean travel-business registration.
How a solo 2024 trip turned into a company
The company started with one trip taken alone. Kim Ji-soo visited Prague in May 2024 and, in her own account to Star News, "fell in love with Prague, where I left alone in May 2024, and started a 'Jisoo in Prague' travel agency" . Sports Khan reported the same origin in a slightly different phrasing — she "fell completely" for the city and came back to build a business around it . The distance between that trip and the March 2, 2026 announcement is roughly 22 months, and the paperwork trail shows the gap was not idle.
Her stated reason for choosing Europe, rather than a market she already knew, was temperamental rather than commercial. Sports Khan quotes her on the appeal:
"The old cities, architecture, and art of Europe... made me look again at the speed and direction of life," — Kim Ji-soo, actress and representative of Jisoo in Prague (source: Sports Khan, 2026-03)
Hiring began before anyone outside the project knew it existed. A recruitment notice for a Czech local guide, posted under EWT KOREA s.r.o. and branded Jisoo in Prague, ran on Korean job board Saramin from January 29 to March 30, 2026 . The terms were specific: a contract position based in Czechia at ₩36,000,000 per year, calculated on a 50-hour week, with 20 days of annual leave and long-term visa support . The listing opened roughly a month before the March 2 social media reveal, which means guiding capacity was being assembled while the brand was still unannounced — a detail that separates this from a name-licensing arrangement.
The positioning Kim described at launch was explicitly against the standard circuit. Korean coverage in early March 2026 consistently reported the same framing: theme tours and customized itineraries organized around culture, history and local atmosphere rather than a sequence of photo stops, with the stated goal of producing memories instead of checked boxes . She also said she intended to accompany tours personally "as often as possible" when she was not working in Korea — an intention recorded at announcement, and one worth separating from what any individual booking actually delivers.
What's actually on sale: tours and prices
The clearest picture of what Jisoo in Prague actually sells comes from platform listings rather than press releases. Korean activity marketplace WAUG published a launch page for the brand on March 30, 2026, updated March 31, announcing it as bookable with an entry discount coupon and naming four products: a Český Krumlov plus Hluboká Castle day trip at ₩85,000 after a 23% discount, a Dresden plus Saxon Switzerland group tour at ₩99,000 after an 18% discount, a private Dresden/Saxon Switzerland version at ₩98,500, and a Prague private car tour at ₩84,286 .
| Product | Format | Listed price (WAUG, March 2026) | Discount applied |
|---|---|---|---|
| Český Krumlov + Hluboká Castle | Group day trip | ₩85,000 | 23% |
| Dresden + Saxon Switzerland | Group day trip | ₩99,000 | 18% |
| Dresden + Saxon Switzerland | Private | ₩98,500 | — |
| Prague car tour | Private | ₩84,286 | — |
Two things about that table deserve emphasis. First, every figure is a promotional price captured at a single moment — the March 2026 launch window, when an onboarding coupon was in play . Discounted launch rates are not a standing price list, and anyone budgeting a Central Europe trip around these numbers should open the current listing instead of quoting a six-month-old figure. Second, the private and group versions of the Dresden itinerary sit within ₩500 of each other at those promotional rates, which is a discount artefact rather than a permanent structure.
There is some evidence the products have run rather than just launched. A WAUG activity page for the Český Krumlov and Hluboká Castle tour shows a 5.0 score from two visible customer reviews dated May and August 2026 — a small sample, but dated after launch and attached to a specific itinerary.
WAUG is not the only channel. The brand also carries a guide profile on MyRealTrip under 지수인프라하 / Jisoo in Prague, tied to the Czech entity EWT KOREA s.r.o. and covering Prague, Český Krumlov and Dresden, with six opened trips listed . The destination set is consistent across both platforms, which is a useful signal: the catalogue is a tight Prague-plus-day-trips radius, not an open-ended European tour menu.
Where the tours actually go: Prague, Český Krumlov, Dresden
The Jisoo in Prague catalogue covers three destination clusters: Prague itself, the southern Bohemian pairing of Český Krumlov and Hluboká Castle, and a cross-border run into Germany's Dresden and Saxon Switzerland. All three appear on both the WAUG launch listing published March 30, 2026 and the MyRealTrip guide profile, which lists Prague, Český Krumlov and Dresden as the guide's coverage area . There is no Vienna, Budapest or multi-country circuit in the listed products.
- Prague — the home base. The city product is a private car tour, listed on WAUG at ₩84,286, so the format is a chartered vehicle with a guide rather than a walking group.
- Český Krumlov + Hluboká Castle — a day trip out of Prague pairing the UNESCO-listed old town with a Czech castle, listed at ₩85,000 after a 23% discount. Both sites sit several hours south of Prague, which makes this a full-day commitment rather than an afternoon add-on.
- Dresden + Saxon Switzerland — the only product that crosses a border, running north into Germany. It is offered in two formats: a group tour at ₩99,000 after an 18% discount and a private version at ₩98,500.
Feedback on the day trips is still thin. The WAUG activity page for the Český Krumlov and Hluboká Castle tour showed a 5.0 rating from two visible reviews, dated May and August 2026 — a positive signal, but a sample too small to read as a pattern. The larger review count attached to the MyRealTrip guide account belongs to the underlying operator's longer history, not to these 2026 products .
For a fan planning around a Central European concert date, the practical shape is this: Prague is the anchor, and the other two products are single-day radials from it. Budget one night in Prague per day trip you want to add, and treat Dresden as a Schengen-internal hop — Czechia and Germany are both in the zone, so no separate entry paperwork applies for a short visit.
📍 View Český Krumlov on Google Maps
Booking it: what to check before you pay
Before paying for a Jisoo in Prague tour, verify three things: which platform is taking the booking, which legal entity is issuing it, and whether the price you are looking at is the group tier or the private tier. The brand appears on two Korean marketplaces — MyRealTrip and WAUG — and marketplace pages tie the tour operation to the Czech company EWT KOREA s.r.o. . Anything sold outside those channels is not an official listing.
The MyRealTrip guide profile is the most detailed public record: it covers Prague, Český Krumlov and Dresden, shows six opened trips, a 4.9 review score, 1,222 cumulative reviews and 11 years as a MyRealTrip partner, with the introduction written in Kim Ji-soo's voice as actor and Jisoo in Prague representative . Read that history carefully. The 11-year partner tenure and the 1,222 reviews attach to the underlying guide and operator account, not to a brand that only went public in March 2026 . It is a signal that the operational side is experienced, not proof that the branded product has a long track record.
The second check is who is actually guiding. When she announced the venture, Kim said she intended to accompany tours personally "as often as possible" when she is not working in Korea . That is an intention tied to her schedule, not a guarantee attached to a date, and marketplace reviews frequently name local guides instead. If meeting her is the reason you are booking, ask the operator to confirm the guide for your specific departure before you pay — do not infer it from the profile photo.
Third, compare tiers on the same route. The Dresden and Saxon Switzerland itinerary was listed on WAUG both as a discounted group product at ₩99,000 and as a private product at ₩98,500, while a Prague private car tour was listed at ₩84,286 . Those were launch-window listings captured in March 2026, so treat them as a reference point rather than a standing price list, and check the live page for current group size, pickup point and cancellation terms.
Is Kim Ji-soo retiring from acting?
No. Kim Ji-soo has pushed back on the retirement reading repeatedly since the Prague venture went public in March 2026 . A July 10, 2026 Sports Donga report says tour guests she meets through Jisoo in Prague frequently ask whether she has quit acting, and that her answer is that she has not retired — she has simply been resting without a next project while running the business . Her most recent listed drama credit remains the 2024 JTBC series Family X Melo (Romance in the House) .
Follow-up coverage in March and April 2026 tracked the same framing: a short return trip to Korea and an Instagram post reflecting on the word "serendipity," in which she described the agency as a challenge she is working through rather than an exit from the screen . In her original announcement she said she intends to accompany tours personally "as often as possible" when she is not working in Korea — wording that assumes acting work resumes, not that it stops .
She is also not alone. A September 17, 2026 Korea Times feature grouped her with former KBS announcers Choi Song-hyun and Son Mi-na as figures converting travel audiences into businesses . Choi, who joined KBS in 2006 and left in 2008, announced on Monday, September 14, 2026 that she had registered as an outbound travel agency (국내외여행업) and could now run tours with her subscribers .
"There were times when I felt overwhelmed while securing an office and preparing numerous documents required for tourism business registration, but in the end, I accomplished it on my own, and I feel incredibly proud," — Choi Song-hyun, former KBS announcer (source: Star News, 2026-09).
The practical takeaway for anyone booking: treat Jisoo in Prague as an operating tour brand, not a celebrity meet-and-greet. Kim has stated the intent to join trips when her schedule allows, but marketplace reviews frequently name local guides instead, and no listing guarantees her presence . Book for the Prague–Český Krumlov–Dresden itinerary itself, and if her attendance matters to you, ask the operator in writing before you pay.
Frequently asked questions
What is Jisoo in Prague?
Jisoo in Prague (지수인프라하) is a Prague-based, Korean-language tour brand fronted by South Korean actress Kim Ji-soo, announced on her social media on March 2, 2026 . The Korea Times renders her announcement line as "I greet you today as the CEO of Jisoo in Prague" . Marketplace listings attach the brand to the Czech company EWT KOREA s.r.o., registered under IČO 03120490 at Zenklova 840/199, Praha 8, and incorporated on June 17, 2014 — well before the 2026 launch . Its published coverage area is Prague, Český Krumlov and Dresden .
How much do Jisoo in Prague tours cost?
A WAUG launch page published on March 30, 2026 listed four products at introductory platform prices: Český Krumlov plus Hluboká Castle at ₩85,000 after a 23% discount, Dresden plus Saxon Switzerland at ₩99,000 after an 18% discount, a private Dresden and Saxon Switzerland option at ₩98,500, and a Prague private car tour at ₩84,286 . These were point-in-time listings tied to an opening discount, not a standing price list — check the live product page for the current rate, group size and what the fare covers before booking .
Does Kim Ji-soo personally guide the tours?
Not on every departure. In her March 2026 announcement Kim said she intends to accompany trips personally "as often as possible" when she is not working in Korea . That is a statement of intent, not a booking guarantee: marketplace reviews on the brand's guide profile frequently name local guides instead, and no listing commits her to a specific date . If her presence is the reason you are booking, ask the operator in writing which departures she is scheduled to join before paying.
Has Kim Ji-soo retired from acting to run this business?
No. Kim has repeatedly rejected the retirement framing, and a Sports Donga report dated July 10, 2026 said travellers she meets through Jisoo in Prague often ask whether she has quit acting — she answers that she has not . The same reporting notes she has been resting without a new project since the 2024 JTBC drama Romance in the House (Family X Melo) while running the Prague operation . Korean follow-up coverage in March and April 2026 tracked posts in which she described the agency as a challenge in progress rather than an exit from acting .
Is Kim Ji-soo the only Korean celebrity doing this?
No — 2026 produced at least two other cases. Former KBS announcer Choi Song-hyun announced on Monday, September 14, 2026 that she had become a licensed tourism business operator after registering as a domestic and international travel agency (국내외여행업), letting her run tours with her own YouTube followers . Choi joined KBS in 2006, left two years later for acting, and married scuba diving instructor Lee Jae-han in 2020 before building a travel and diving channel . The Korea Times grouped both women with Son Mi-na, a KBS announcer from 1997 who became a travel writer and documentary maker .
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This article was written using information collected and analyzed by NAMANE's in-house K-pop research AI engine. We use AI technology to bring you faster, broader coverage, and in the process some details may occasionally differ from the latest facts. For important information such as dates, venues, and prices, please double-check with official sources.
