Local festivals provide residents with opportunities to re-recognize their regional identity, foster a sense of community, and offer leisure activities, thereby instilling pride and dignity. Furthermore, they have the effect of improving the external image of the region.
The saying that traditional markets in rural areas are dying due to the development of large supermarkets and delivery apps remains as true today as ever. Now, it is possible to make purchases without even going to the local area, which is creating difficult economic conditions for elderly farmers.
Local festivals, which breathe life into local residents and serve as a direct link between the region’s farmers and consumers, may now be perceived by urban residents as venues for unscrupulous sales tactics and overcharging.
In the spring, when the gentle breeze carries the scent of flowers, Yeongyang-gun is busy preparing for the wild vegetable festival in May, when festivals are in full swing. Local farmers are eagerly working to meet the sales volume for the festival period.
Farmer Kim (71 years old) says he eagerly awaits this day. Every year, he recalls the moment of welcoming visitors on-site and presenting the products he has diligently cultivated, and today, he is putting effort into harvesting wild vegetables from early morning.
Along with the excitement of the farmers and event organizers, concerns have also been raised. The 18th Yeongyang Wild Vegetable Festival was embroiled in controversy over overcharging due to scenes exposed in a variety show filmed during the event period.
The county repeatedly apologized for the negligence in managing outside merchants, and the farmers were upset with the external merchants who greatly affected the festival’s image. Everyone is worried that the incident, which occurred at a festival meant to be enjoyed by all as one, might affect this year’s festival as well, and they remain anxious until the festival begins.
In response, Yeongyang-gun formed a joint inspection team led by the deputy county head to eradicate overcharging. They plan to focus on checking whether sales prices were publicly announced and whether prices were displayed per unit weight in a way that consumers can easily understand. Violations will be strictly regulated as unfair commercial practices.
Additionally, on the 1st, the Ministry of Culture, Sports and Tourism announced that it would strengthen inspections of food and transportation at the series of festivals held during Family Month. They formed an inspection team consisting of the Korea Tourism Organization, academia, and field experts, and plan to visit cultural tourism festival sites held this month.
The county has established detailed plans and operates an overcharging report center for active complaint response. They have set up a system for immediate on-site response to complaints arising from areas missed by the joint inspection team to resolve consumer dissatisfaction.
A street of food stalls operated directly by local residents (such as market merchant associations) has been created to restore the lost pride of local festivals and to eliminate the recurring overcharging on food. Visitors can enjoy a variety of dishes, including those made with wild vegetables, at reasonable prices.
Finally, wild vegetable quality control committee members stationed throughout the festival site will conduct real-time guidance and inspections to manage not only prices but also quality.
Despite rising prices, it is said that at the ‘19th Yeongyang Wild Vegetable Festival,’ visitors can find good quality wild vegetables at the same ‘fair prices’ as last year, which they can trust and purchase with confidence.
We know that past controversies can perhaps lead to good outcomes. We hope to see the festival return to its original cultural purpose, free from unscrupulous sales tactics and overcharging.
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