From August 28, for 3 days at Seoul Plaza
[Asia Economy Yeongnam Reporting Headquarters Reporter Kim Gwi-yeol] The ‘2022 Yeongyang Chili Hot Festival’ will make a spectacular return as the 14th urban-rural win-win agricultural and specialty products event, hosted by Yeongyang County, at Seoul Plaza for three days starting on the 28th under the slogan ‘K-Spicy! Sweet and Spicy Yeongyang Chili.’ This is the first time in three years since the COVID-19 pandemic.
Started in 2007 at Seoul Plaza, the ‘Yeongyang Chili H.O.T Festival’ was the first integrated marketing event by a local government in Korea to directly reach consumers in Seoul, the country’s largest metropolitan city, from Yeongyang, Gyeongbuk?known as the ‘smallest land island’?with the single theme of chili peppers as an agricultural product.
Currently, just before Chuseok, it has firmly established itself as the most anticipated urban-rural win-win festival for Seoul citizens.
This year’s event is well-prepared and substantial to properly convey the K-spicy flavor of Yeongyang chili in line with K-content trends, aiming to satisfy urban consumers’ demand.
After a three-year hiatus, unnecessary side events will be minimized, and tasting events will be limited to comply with quarantine measures. The event will focus on the exhibition and sale of agricultural and specialty products to meet the expectations of Seoul citizens weary from COVID-19 and the summer heat.
Top-quality Yeongyang chili and chili powder, cultivated with sweat and dedication in Yeongyang County, along with over 60 farms selected under strict standards and excellent chili powder processing companies such as Yeongyang Chili Distribution Corporation, Yeongyang Nonghyup, and Namyeongyang Nonghyup, will participate to showcase a variety of agricultural and specialty products to urban consumers.
On the 26th, before the event, a special episode of ‘KBS 6 O’Clock My Hometown’ featuring Yeongyang County will be broadcast. This program includes segments on young farmers’ passion, showing chili harvesting, the purchasing process by Yeongyang Chili Distribution Corporation, and chili technology consulting.
The Yeongyang travel segment introduces cultural tourism such as the Birch Forest, Seonbawi Tourist Site, Lotus Theme Park, and Eumsikdimibang (the first Korean cookbook written in Hangul). The ‘Cheer Up Traditional Market’ segment showcases the passion of Yeongyang chili market and traditional market merchants.
In the ‘Chef’s Gift’ segment, various chili dishes are presented to support farmers who work hard during chili harvesting, with active participation in production.
On the first day of the event, the 28th, the metropolitan terrestrial broadcaster OBS Gyeongin TV will air a special live broadcast of the ‘2022 Yeongyang Chili Hot Festival.’
The live broadcast will vividly present the direct transaction market between producers and consumers at Seoul City Hall Plaza, along with the agricultural and specialty products promotional exhibition hall, citizen participation experience events, and the Yeongyang Chili Theme Park, capturing the diverse atmosphere.
At the exhibition and promotional booths, there will be displays promoting ‘Eumsikdimibang,’ the first Korean cookbook written by the female Confucian scholar Jang Gye-hyang, and cultural tourism.
The Yeongyang Chili Theme Park, now a hot place at Seoul City Hall Plaza, offers a preview of autumn rural life reflecting local characteristics and provides a healing space for urban residents to relax.
The Yeongyang Chili Ambassadors, the agricultural and specialty product promotional delegation, will roam the site, enhancing the festival’s prestige with sales promotion activities and spectacular performances for urban visitors.
The Korea Agricultural Managers Yeongyang County Federation thoroughly conducts pre-quality control on all processes from cultivation to harvest, drying, and product packaging locally in Yeongyang County to provide consumers with high-quality Yeongyang chili and ensure safety.
During the event, quality management will continue to secure consumer trust and supply safe food.
Pre-event promotional campaigns for sales promotion were conducted first on August 20 and second on the 27th, actively cooperating with Yeongyang County to boost agricultural and specialty product sales.
County Governor Oh Do-chang expressed gratitude to metropolitan consumers who have unwaveringly awaited the ‘Yeongyang Chili Hot Festival’ despite the hardships of COVID-19 and the heat, stating, “We have sincerely prepared the 14th meeting to deliver the finest agricultural specialty products and the K-spicy flavor of Yeongyang chili.”
He pledged, “We will work even harder to fully convey the passionate farming spirit after three years and strive for the ‘premium branding of Yeongyang chili’ and the ‘globalization of Yeongyang chili’ through this event.”
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