Andong International Talchum Festival, 68% Increase Compared to Last Year
The '2024 Andong International Mask Dance Festival,' collaborated with Baek Jong-won, CEO of The Born Korea, to improve the issue of overpriced food at local festivals, concluded successfully with the highest number of visitors ever recorded.
On the 7th, Andong City in Gyeongbuk announced that approximately 1.48 million people attended the ten-day festival held from the 27th of last month to the 6th. This represents a 68% increase compared to last year's 880,000 visitors.
Baek Jong-won, CEO of The Born Korea, developed mackerel gimbap together with Andong City for the 'Andong International Mask Dance Festival' [Photo by Baek Jong-won, captured from his YouTube channel]
Under the theme "Dance of Culture Uniting the World," this year's festival featured the largest-ever participation of 35 overseas performance groups from 25 countries, showcasing a variety of mask and mask dance-related content from both domestic and international sources. Notably, the festival collaborated with Baek Jong-won, CEO of The Born Korea, to offer a variety of local Andong specialties at affordable prices, receiving great acclaim from visitors.
Earlier in August, Andong City signed a public-private cooperation agreement with The Born Korea to promote a regional win-win project and held a meeting between CEO Baek and local merchants to discuss improvements in the festival's food sector. The Born Korea recruited and screened participating merchants, selecting a total of 34 companies and organizations. During the festival, a 'The Born Zone' was established, where foods inspired by ingredients appearing in mask dance plays and local Andong specialties were developed and presented.
The Born Korea developed 'Chicken Heart Skewers' inspired by the line "Yeomtong Saso" from the 'Hahoe Byeolsingut Mask Dance,' and 'Seaweed Bibim and Cold Noodles' using 'Malchi (seaweed)' from the 'Gangneung Gwanno Mask Play.' These items were sold for 3,000 KRW and 5,000 KRW respectively. Additionally, 'Mackerel Gimbap' was developed using Andong's specialty, salted mackerel, and sold for 5,000 KRW.
On the 23rd of last month, CEO Baek revealed the process of preparing the festival's food menu on his YouTube channel. In the video, he focused on removing the fishy taste and bones while developing the mackerel gimbap, commenting, "Those who like it will really enjoy it." He also demonstrated making 'Mackerel Kebap' himself, developing the recipe by sweetening with lemon and vinegar and using only onions and mackerel.
During the festival, booths selling mackerel gimbap reportedly had waiting lines exceeding 50 meters. Additionally, the The Born Zone offered a variety of dishes using Andong specialties such as salted mackerel, Andong chamma (Korean yam), and Andong Hanwoo beef. Prices such as salted mackerel barbecue (9,000 KRW), mackerel kebap (6,000 KRW), salted mackerel soup (7,000 KRW), Andong chamma pork burger (5,000 KRW), Andong jjimdak (18,000 KRW), and Andong Hanwoo beef tripe assortment (13,000 KRW) were similar to or even cheaper than those at regular restaurants, gaining great popularity.
Moreover, snacks and food trucks sold beverages like Americano for around 4,000 KRW and tteokbokki in the 3,000 KRW range, prices comparable to regular cafes and restaurants, earning the festival a reputation as a 'festival without price gouging.'
Kwon Ki-chang, Mayor of Andong, said, "As we attempted new changes this year, we achieved the highest attendance ever." He added, "We will prepare for next year by addressing the issues revealed this year and strive to make the festival grow even further."
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