Souvenirs are a popular commodity for purchase by tourists. Souvenirs can serve as an emotional connection for people to bring back fond memories of touristic experiences. They can also be gifts for friends and relatives to showcase and share touristic events when the tourist returns back home. In recent years, research has been undertaken on the importance of souvenirs and the aspect of authenticity. However, the relationship between country of origin, more specifically the ‘Made in...’ labels, and souvenirs has attracted little research interest. Importantly, despite the importance of souvenirs to tourism, a content analysis has not been undertaken. Such research seems important in order to guide future research and hold important implications for tourism practitioners. Accordingly, this research involves a content analysis of the relationship between authenticity and souvenirs. Key themes are highlighted and future research identified.