Strengthening Competitiveness with Differentiated Content at Seonbi Sesang, Seonbichon, and the Korea Seonbi Culture Training Center
Gyeongbuk Yeongju Culture and Tourism Foundation (Chairman: Lee Jaehoon, Acting Mayor of Yeongju) has designated 2025 as the first year of a new leap forward and will actively work to revitalize Seonbi Sesang, Seonbichon, and the Korea Seonbi Culture Training Center.
To this end, the foundation plans to establish a clear identity as a K-culture theme park, expand regular performances and events, strengthen targeted marketing for different markets, and renovate aging facilities.
First, Seonbi Sesang will be developed as a "K-culture theme park," Seonbichon as a "folk history theme park," and the Korea Seonbi Culture Training Center as a "culture and education theme park." Each will have strategies tailored to its theme, and by developing and operating linked products utilizing local assets, the goal is to boost tourism and increase revenue. Additionally, through marketing targeted at specific markets and service types, the aim is to attract more tourists and transform the sites into destinations where visitors stay longer.
To systematically promote these initiatives, the foundation will focus on four key directions: establishing differentiated content, expanding collaborative operations, enhancing expertise, and improving operations and facility environments.
Reflecting the unique characteristics of Seonbi Sesang, Seonbichon, and the Korea Seonbi Culture Training Center, the foundation will develop common content (such as brands and characters) that combines the spirit of Seonbi, education and experience, and a modern Seonbi image. Traditional culture will be reinterpreted with a modern sensibility and presented to visitors.
In particular, the experiential content program "Anbinnakdo (New Perspectives, Savoring, Touring, etc.)," which was part of the "Planned Competition-Type Regional Tourism Development Project" at Seonbichon last year, will be upgraded to provide even more diverse experiences.
At Seonbi Sesang, new content will be introduced for the six villages themed around Hanok, Hanbok, Hansik, Hanji, Hangeul, and Han Music. Various programs such as cooking classes in the Hansik Village and crafts and rental services in the Hanbok Village will offer visitors unique experiences.
In particular, the foundation plans to make Seonbi Sesang an even more attractive experiential landmark by creating trendy hotspots for the MZ generation and introducing immersive, participatory content and differentiated programs and events.
To strengthen tourism competitiveness, the foundation will expand collaboration with nearby regional organizations and develop experiential classes and themed products utilizing local specialties to offer differentiated tourism content.
Furthermore, a tourism-friendly environment will be created by organically connecting Seonbi Sesang, Seonbichon, and the Korea Seonbi Culture Training Center, enhancing visitor convenience. The Seonbi Train will run a circular route connecting the Korea Seonbi Culture Training Center and Seonbichon, and nighttime lighting will be established to further attract tourists.
The foundation will maximize synergy in regional tourism by collaborating with local universities, cultural and arts organizations, and tourism groups to jointly plan various programs and by launching package products linked with Sosu Seowon, Buseoksa, and other attractions.
The foundation is also focusing on enhancing expertise. To improve the quality of tourism content, professional staff will be secured, and continuous capacity-building education and improvements to the working environment will be implemented to strengthen operational professionalism.
Additionally, to expand participation opportunities for local residents and artists and to utilize idle manpower, various performances are being planned at venues such as the Jukgyeru Square in Seonbichon and the Seonbi Madang in Seonbi Sesang. Recruitment of local experts for operating the Korea Seonbi Culture Training Center's experiential training programs, supported by the Ministry of Culture, Sports and Tourism, has also been completed.
Moreover, the foundation will operate educational programs to foster professional content creators within the region and select and support promotional creators across various age groups, establishing effective promotional strategies. Through these efforts, the foundation aims to encourage the development of creative tourism content and continuously strengthen tourism competitiveness.
To establish itself as a destination where visitors stay longer, the foundation will improve operations and facility environments, thereby increasing tourist inflow and satisfaction.
In particular, through the "Yeongju-si Anbinnakdo Unique Town" project, aging traditional houses within Seonbichon will be renovated, and lodging, experiential facilities, and the surrounding environment will be improved to provide visitors with spaces of traditional value and quality.
With Seonbichon and Seonbi Sesang being selected for the "2025 Barrier-Free Tourism Site Project" organized by the Ministry of Culture, Sports and Tourism and the Korea Tourism Organization, facility improvements will be implemented.
This will enhance accessibility so that all tourists, including people with disabilities and the elderly, can visit conveniently, transforming the sites into destinations that everyone can easily enjoy.
Based on this, the foundation will establish systematic promotional and marketing strategies, target niche domestic and international markets, and pioneer overseas markets. Additionally, by developing town-type tourism products, operating integrated passes for the three facilities, and establishing a unified reservation system, visitor convenience will be enhanced, and the branding of Seonbichon and Seonbi Sesang as major tourist attractions will be strengthened.
Chairman Lee Jaehoon, Acting Mayor of Yeongju, stated, "We will make 2025 the inaugural year for Seonbi Sesang, Seonbichon, and the Korea Seonbi Culture Training Center to become landmarks of Yeongju," and added, "By providing differentiated content that harmonizes tradition and modernity, we will develop these sites into attractions that offer new experiences and inspiration for both domestic and international tourists."
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