Uiryeong County Honored with Grand Prize in the '2024 National Empathy Campaign' for Global Cultural Tourism City Category

"Rich Effect, High Potential for Global Festival"

Uiryeong-gun, Gyeongnam announced on the 3rd that it was honored with the Grand Prize in the “World-Class Cultural Tourism City” category at the “2024 National Empathy Campaign National Empathy Management Awards and National Empathy Brand Awards” ceremony held at The Plaza Hotel in Seoul on August 29.

County Governor Oh Taewan planned the world’s first “Buja (Rich Person)” themed Rich Rich Festival, and Uiryeong-gun was recognized for its efforts to develop a “world-class tourist destination” connecting Sotbawi, which is said to be the birthplace of Buja, and the birthplace of Samsung Group founder Lee Byungchul, with the goal of expanding Korean tourism content that attracts global visitors.

After receiving the award, O Taewan, the mayor of Uiryeong County.
[Image provided by Uiryeong County]

The “2024 National Empathy Campaign” is an award event hosted by DongA Ilbo and sponsored by government agencies such as the Ministry of the Interior and Safety, the Ministry of Science and ICT, the Ministry of Trade, Industry and Energy, the Ministry of Health and Welfare, and the Korea Commission for Corporate Partnership. It was designed to promote organizations and groups working for the values of Korea through empathy and communication.

In particular, “World-Class Cultural Tourism City” was a newly established award category for this year’s National Empathy Brand Awards, and Uiryeong-gun was the first recipient of the grand prize.

Governor Oh was recognized for discovering unique tourism content such as “Buja Energy” and “Sotbawi” last year, creating the Uiryeong Rich Rich Festival, which attracted a record 170,000 visitors to its second event, solidifying its status as a specialized regional brand.

The judges commented that the Uiryeong Rich Rich Festival delivered a moving message to many people by spreading the meaning of a “true rich person”?one who is happy, healthy, and full of love. They noted that the festival does not simply pursue material wealth, but emphasizes the social responsibility of the rich and aims to learn “attitudes toward life” from successful individuals, aligning with the spirit of the times.

Furthermore, the judges highly valued the potential for Uiryeong-gun’s Buja tourism marketing to develop into K-tourism content at the center of Korean tourism.

The Rich Rich Festival, themed around “Buja,” has limitless potential to grow into a global cultural festival, and the special “premium tourism” experience?traveling by boat between Sotbawi and the birthplace of Chairman Lee Byungchul to feel the “Buja Energy”?is said to be especially appealing to international visitors.

The judges also expressed amazement at the “Rich Effect” brought about by the Rich Rich Festival in Uiryeong-gun, which faces the risk of population decline. The economic impact of the festival, which attracted a record 170,000 visitors last year?the highest in Uiryeong’s festival history?is estimated at approximately 5.9 billion KRW.

Governor Oh said, “I am delighted that the true meaning pursued by the Rich Rich Festival has gained empathy and that the festival’s achievements have been recognized,” adding, “The good ‘Buja Energy’ of luck, health, and love that Uiryeong spreads will reach beyond Korea to the world.”

He continued, “I hope you will visit Uiryeong for the Rich Rich Festival on October 3 and enjoy a special time learning about the process and methods of becoming a ‘true rich person.’”