Early Closure Due to Ingredient Shortage
Extensive Promotion but Inadequate Preparation
"Ate Triangle Kimbap Instead of Gimbap," Netizens Criticize
The "Gimbap Festival" became a hot topic even before it was held, being called a "fresh idea." The city initially expected 20,000 visitors, but it is reported that about 100,000 people, five times the expected number, attended. [Photo by Online Community]
In Gimcheon, Gyeongbuk, the 'Gimbap Festival' attracted more crowds than expected, leading to criticism over inadequate preparation and response.
On the 27th, numerous posts appeared on online communities and social media (SNS) where some netizens complained that there was no gimbap at the Gimcheon 'Gimbap Festival.' Previously, Gimcheon City held the '1st Gimcheon Gimbap Festival' on the 26th and 27th at Samyeongdaesa Park and the Eco-friendly Ecological Park area. The festival was planned after a survey targeting the MZ generation revealed that a significant number associated 'Gimcheon' with 'Gimbap Heaven.'
The 'Gimbap Festival' was a hot topic even before it started, praised as a "fresh idea." The city initially expected 20,000 visitors but reportedly attracted about 100,000, five times the estimate. With seven stores participating, the prepared gimbap sold out faster than expected. On the 26th, around 2 p.m., the city posted an official notice on SNS stating, "All gimbap in the Gimbap Zone is expected to run out of ingredients by 3 p.m." Due to the influx of visitors that day, the city again posted at around 2 p.m., "All sales in the Gimbap Zone will end after the current time." The city asked for understanding, explaining, "Although we prepared a sufficient amount, making gimbap takes a long time, so even if we only serve those currently in line, the event's closing time is approaching."
Earlier, Gimcheon City revealed that in a survey targeting the MZ generation, who lead tourism trends, to increase the number of tourists, the unexpected and amusing answer to the question "What image comes to mind when you think of Gimcheon?" was "Gimbap Heaven." Based on this ironic misunderstanding, they decided to hold a Gimbap Festival. [Photo source=Online Community]
On online communities, numerous reviews mixed with dissatisfaction from festival participants were posted. Netizens reacted with comments such as, "It's a gimbap festival, but there's no gimbap at 1:20 p.m.," "Some people couldn't even see gimbap and ended up eating triangle kimbap," and "I will never come to Gimcheon again."
On the other hand, some expressed expectations for next year's festival while mentioning areas for improvement. Comments included, "It was nice to be able to try various kinds by buying half rolls," "The mascot 'Kkodali' was very cute and well made," and "Honestly, with Gimcheon's population at 130,000, no one expected 100,000 visitors."
Meanwhile, Gimcheon City revealed that the festival was planned based on a humorous misunderstanding from a survey targeting the MZ generation to increase tourists. When asked, "What image comes to mind when you think of Gimcheon?" the surprising answer was "Gimbap Heaven." The city decided to use this ironic misunderstanding as a creative idea to hold the Gimbap Festival. Through Instagram and other SNS, the city promoted the festival with posts titled "Behind the Birth of the Gimbap Festival," featuring phrases like "It was a funny yet sad survey result, but we are becoming Gimbap Heaven," and "Gimcheon = Gimbap Heaven? This is totally lucky Vicky."
The posts received thousands of likes and comments such as "We got the festival idea because of Gimbap Heaven, so really lucky Gimcheon," and "I didn't know where Gimcheon was, but now I want to visit." The Gimcheon Gimbap Festival is a new festival reflecting recent tourism trends, designated as a new smile festival by Gyeongbuk Province, and won the Excellence Award in the Basic Local Government Content category at the 9th Korea International Tourism Expo.
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