Aiming to Attract 2 Million Visitors
Developing Tourism Products for the Chunhyang Festival
Namwon City in North Jeolla Province announced on the 11th that it will once again promote regional coexistence programs this year, including the 95th Chunhyang Festival, in collaboration with Baek Jongwon, a renowned figure known for guaranteeing box office success.
During the 94th Chunhyang Festival last year, the city developed affordable food options under 10,000 KRW using local agricultural specialties, which could only be tasted in Namwon. As a result, 1.3 million servings of food were sold and 1.17 million visitors attended the event.
This initiative is a follow-up to the “Coexistence Development Agreement for Revitalizing the Local Economy” signed in April last year between Namwon City (Mayor Choi Kyungsik) and The Born Korea (CEO Baek Jongwon). Building on the success of the 94th Chunhyang Festival and the Wolgwang Pocha, Baek Jongwon plans to participate again in the 95th Chunhyang Festival this year, continuing his streak of revitalizing the local commercial district and creating a history of unfailing success.
First, Namwon City and Baek Jongwon will jointly cooperate to attract 2 million visitors to the 95th Chunhyang Festival this year by developing tourism products and marketing strategies that link the festival with local food offerings.
Previously, during the 94th Chunhyang Festival, Baek Jongwon contributed to a threefold increase in visitors compared to the previous year, attracting 1.17 million people by providing a diverse range of high-quality food at reasonable prices. This also resulted in an economic impact of 79.2 billion KRW and increased both the credibility and popularity of the festival.
Thanks to these regional coexistence effects, Namwon City plans to create a successful culinary tourism festival model again this year at the 95th Chunhyang Festival by collaborating with Baek Jongwon to develop affordable festival food options without price gouging.
At this year’s 95th Chunhyang Festival, the city will expand the food booths operated by Baek Jongwon, which received positive reviews from visitors last year for their affordable prices and proven taste, into “The Born Zone” and “Barbecue Zone.” Additionally, the city will further provide local merchants with culinary know-how and consulting on food products made from local agricultural specialties.
Baek Jongwon will develop recipes using local specialties, promote regional products, and introduce more than 50% new menu items compared to last year. He aims to establish strategies that utilize local specialties and revitalize the commercial district, presenting ways to generate sustainable economic benefits even after the festival ends.
Furthermore, building on his expertise from last year’s RE-PLUS “Wolgwang Pocha” food consulting, which attracted 30,000 visitors, he will focus on transforming “Gyeongoe Shopping District,” a key area for tourists visiting Gwanghallu Garden, into an attractive and trendy core spot this year as well.
Specifically, together with Namwon City, there are plans to operate youth malls within the Gyeongoe Shopping District managed by “Baek Chef,” as well as promote the revitalization of local commercial areas such as shops around Gwanghallu Garden and traditional markets. In the mid- to long-term, the city aims to establish a “Baek Jongwon Theme Street” and build a “sustainable local economic revitalization model” that attracts tourists year-round.
Currently, as Namwon City is transforming Gwanghanseoro, the western road of Gwanghallu Garden, into a “pedestrian-friendly and safe road,” the collaborative effects with Baek Jongwon, such as revitalizing the local economy through culinary tourism around the Gyeongoe Shopping District, are expected to be further maximized.
Mayor Choi Kyungsik stated, “We will do our best to establish a sustainable local economic revitalization model,” and added, “In particular, we will work to ensure the successful hosting of the 95th Chunhyang Festival and revitalize the local economy through collaboration with Baek Jongwon.”
Meanwhile, the 95th Chunhyang Festival, under the theme “The Sound of Chunhyang, Opening to the World,” will be held from April 30 to May 6. This year, the festival will feature over 150 diverse performance programs and Chunhyang Festa, presenting visitors with an upgraded festival experience through unique culinary content.
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