2023 Sancheong Expo Successfully Concludes 35-Day Grand Journey

Achieved Target Audience of 1.2 Million Early
Recorded as the 'World's First Health Healing Festival'

The "2023 Sancheong World Traditional Medicine Anti-Aging Expo," held successfully for 35 days from September 15 to October 19 under the theme "Promise of the Future, Traditional Medicine in the World," concluded with a total of approximately 1,382,000 visitors.

The Sancheong World Traditional Medicine Anti-Aging Expo Organizing Committee (hereinafter the Organizing Committee) announced that as of the closing ceremony on the 19th, the cumulative number of visitors was officially counted at approximately 1,382,000 (including about 40,000 foreigners from 34 countries).

The expo's own revenue, including ticket sales, booth rental income, and sponsorship projects, reached 4 billion KRW, significantly surpassing the initial target of 3.64 billion KRW, resulting in a profitable expo.

The entire view of Donguibogam Village and the crowds.

The Sancheong Expo prepared everything to be resolved in one go under the slogan "One Shot in Life in Sancheong, Expo Hanbang! Saenggi Hanbang! Yukwae Hanbang!" including themed tourism, leather experiences, food, and healing.

Along with the spectacular scenery of Donguibogam Village, boasting the best views, the Sancheong Expo showcased a variety of contents equipped with smart technology, becoming a top healing travel destination and enjoying great popularity.

To make the traditionally difficult themes of traditional medicine and the anti-aging industry more accessible, cutting-edge smart technologies such as media art, VR experiences, and the metaverse were incorporated. Themed exhibition halls, the Korean Medicine Museum, the World Traditional Medicine Pavilion, and the Anti-Aging Healing Pavilion, all designed with a focus on hands-on experiences, attracted visitors of all ages and genders.

Additionally, the Smart Hyeminseo, which continues the spirit of compassion by providing free medical treatment to Joseon Dynasty citizens, combined traditional Korean medicine with the bio-health industry to offer customized free medical services to visitors. This attracted over 2,000 daily participants, making it the best healing space.

This impressive performance was anticipated from the opening. Starting with a grand opening on the 15th, the cumulative number of visitors easily surpassed 300,000 within 10 days. During the six-day Chuseok holiday golden week, 440,000 visitors attended, and as the event passed its midpoint, the largest nationwide autumn guest, the Korean chrysanthemum (Gujeolcho), bloomed throughout Donguibogam Village. Families, couples, friends, and many from the MZ generation joined to enjoy the autumn atmosphere, further spreading word of mouth.

On the main stage, performances by Korea's top singers such as Yoon Do-hyun Band, Lee Chan-won, Kim Yeon-ja, and Kim Tae-woo were held spectacularly. At the Gom Square and Dongui Jeon special stages, cultural performances including the Sancheong County theater troupe "Keundeul" Madanggeuk, busking, fusion gugak (traditional Korean music) performances, and magic shows provided visitors with both fun and emotion.

The Organizing Committee also focused on safety management amid the increase in visitors. A thorough comprehensive safety management plan was established, with about 440 staff members working daily in security, traffic, medical, firefighting, and operations, maintaining an emergency system and striving to ensure the world-class event concluded successfully.

At the Anti-Aging Industry Pavilion set up at the expo venue, export consultation meetings were held over three sessions and six days, inviting over 50 buyers from 13 countries including the United States, Australia, and Canada. This resulted in 23 export agreements worth 15.52 million USD and sales of 1.8 billion KRW at the industry pavilion.

The San-en Cheong Clean Valley Premium Pavilion, featuring 94 excellent agricultural and specialty products and herbal medicine vendors from Sancheong County, along with the festival venue and other sales areas, generated 2.5 billion KRW in revenue, contributing to the revitalization of the local economy.

The Korea Institute for International Economic Policy initially estimated a production inducement effect of 130.2 billion KRW, income creation effect of 20.6 billion KRW, added value of 61.9 billion KRW, and job creation effect of 2,452 jobs. However, considering the expo's own achievements, corporate and government investments, and urban brand enhancement effects, these figures are expected to increase further.

The Sancheong Expo has hosted various academic conferences linking the keywords of world traditional medicine and well-aging by inviting domestic and international experts.

Starting with the 20th International Conference on Oriental Medicine held on September 17 at Seoul National University Global Engineering Education Center, attended by about 750 experts from Korea, Japan, Taiwan, Australia, Greece, and other countries, the expo successfully held the International Conference for Global Traditional Medicine Cooperation (September 20-21), the Anti-Aging Green Bio Symposium (September 22), and the International Life Sciences Conference (October 5-6), promoting the excellence and efficacy of K-Hanbang medicine worldwide and serving as a catalyst for the development of Korea's anti-aging related industries.

Finally, behind the great success of the Sancheong Expo was the active support of the residents. All Sancheong County residents quietly contributed their efforts to the expo's success.

In September last year, a business agreement for the successful hosting of the expo was signed with about 100 local social organizations, and they worked together in various fields such as promotion and attracting visitors.

Local institutions, social organizations, and companies began purchasing tickets to wish for the success of the Sancheong Expo one after another, and about 650 volunteers gathered to dedicate themselves throughout the venue. This expo will be recorded as an event where the participation of the county residents shone brighter than ever.

Co-chairman of the Organizing Committee and County Governor Lee Seung-hwa said, "With the successful hosting of the '2023 Sancheong World Traditional Medicine Anti-Aging Expo' and the '23rd Sancheong Hanbang Herbal Festival,' Sancheong has enhanced its reputation as the only excellent special district for the Hanbang herbal industry in Gyeongnam for two consecutive years. It has become an opportunity to announce that Sancheong is at the center of Gyeongnam's Hanbang anti-aging industry and Hanbang anti-aging wellness globalization." He added, "I thank everyone who visited the Sancheong Expo, and I am grateful to the Gyeongnam Province and Sancheong County officials, volunteers, and all others who have fulfilled their responsibilities and roles with a sense of mission in their respective positions."