Abstract
Tourist souvenirs carry rich regional history, culture and cultural heritage, and play an important role in shaping regional cultural brands, inheriting urban culture, and promoting urban innovation and consumption vitality. Shanghai and Busan, as international cities, take tourist souvenirs as an important way to spread urban culture. The purpose of this study is to explore the development path and characteristics of tourist souvenirs under different urban cultural backgrounds, learn from each other to jointly promote the spread of urban culture, and adopt the methods of literature collection and comparative analysis. This paper first investigated the basic cultural characteristics of the two cities, carefully compared the historical integration and modern innovation, through research perfume, straw, folk dance, film festival cases, comparison analyzes the commercialization of Shanghai tourism souvenir, marketization characteristics, busan Marine culture, multicultural characteristics, respect different souvenir design and cultural communication strategy differences, both successfully shaped their city image, improve the city cultural soft power. In the future, the two places can learn from each other to further enrich the cultural connotation of souvenirs and promote the international dissemination of urban culture.
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