A Leap to Become the Nation's Hottest City as the 'Fun City,' 'Complete Fun City,' and 'City of Waiting Lines'
Festival Generates 402.1 Billion Won in Economic Impact... Attracts 2.16 Million Visitors
Lee Jangwoo, mayor of Daejeon, is holding a press conference on the settlement of the 'Daejeon Midnight Festival' on the 21st at the city hall briefing room. (Photo by Mo Seokbong)
On the 21st, Daejeon Mayor Lee Jangwoo held a press conference in the city hall briefing room, emphasizing, "Through the Daejeon Midnight Festival, we have shed the label of 'boring city' and transformed Daejeon into the hottest city in the country, now known as the 'fun city,' 'complete fun city,' and the 'city of waiting lines.'
He continued, "The Daejeon Midnight Festival is now ready to leap beyond being Korea's representative festival and onto the global stage. We will not be satisfied with this year's achievements and will strive to deliver even greater inspiration and results next year through new content and bold challenges."
He added, "We will further grow the festival together with citizens so that Daejeon can establish itself as a festival city that attracts attention not just in Korea, but around the world."
The festival was held from August 8 to 16 in the original downtown area, drawing a total of approximately 2.16 million visitors and firmly establishing itself as Korea's leading summer festival.
◆ A 'Success Model' That Attracts Nationwide Attention
This year's festival became a benchmark for local governments across the country, with officials from ten municipalities and festival-related organizations, including Wonju, Cheonan, Boryeong, and Hwacheon, visiting Daejeon to learn operational know-how firsthand.
In particular, KBC Gwangju Broadcasting aired a special feature titled "The Rebellion of the Boring City: The Daejeon Midnight Festival Attracting the MZ Generation," introducing Daejeon's success story to the Gwangju and Jeonnam regions and generating significant buzz. This demonstrates that the Daejeon Midnight Festival is recognized not just as a local event but as a model festival for all of Korea.
Mayor Lee Jangwoo stated, "The fact that local governments from all over the country are coming to learn from our festival means that Daejeon now stands at the center of Korea's festival scene. We will nurture the festival with even greater pride and responsibility going forward."
◆ Revitalizing the Local Economy and Enhancing the City Brand
The economic impact of the festival was estimated at 402.1 billion won, including 110.8 billion won in direct effects and 291.3 billion won in indirect effects. During the festival, 2,808 university students were hired as part-time workers, contributing to youth job creation.
The food zone in the original downtown area was a hit, with some stores recording daily sales exceeding 12 million won. A total of 97 stores operated across six zones, invigorating the entire local commercial district.
In particular, 9,395 boxes of Kkumdori Walnut Cookies sold out immediately after the festival opened. 'Kkumdori Ramen' sold 750,000 units within two months of its launch, and the third limited batch of 'Kkumdori Makgeolli' also sold out, leading to additional production and fueling the craze for festival merchandise. During the festival, Kkumssi Family goods recorded sales of 230 million won, a 46% increase compared to the previous year.
Mayor Lee commented, "This festival achieved three simultaneous outcomes: economic impact, enhancement of the city brand, and an increase in tourists. It will be a major driving force for Daejeon to grow into Korea's top tourism and festival city."
◆ Potential for Expansion into a Global Festival
The effect of SNS exposure was also notable. The cumulative number of views for festival-related original content reached 17.28 million, a 49% increase over last year. In the Google Trends Index, Daejeon ranked first among all local governments nationwide. Reactions from online communities and international visitors confirmed the festival's potential to grow into a global event.
◆ A Festival Where Citizens Take Center Stage
The main protagonists of the 2025 Daejeon Midnight Festival were the citizens. A grand chorus featuring 2,000 citizens provided a memorable finale that deeply moved the audience.
Additionally, 5,900 cultural artists gave 540 performances, utilizing 41 venues in the original downtown area and boosting local cultural pride. Citizen participation in performances rose by 78%, from 1,850 to 3,294 people. Furthermore, 1,695 volunteers worked devotedly, bringing the total number of participating citizens to 4,989 and elevating the festival's stature.
Mayor Lee said, "The Daejeon Midnight Festival is special because it is not just a 'festival for the audience' but a 'festival created by citizens.' It greatly enhanced both Daejeon's identity and the pride of its citizens."
◆ A Family Festival Enjoyed by All Generations
This year's Daejeon Midnight Festival strengthened its programs and events for children, making it even more beloved by families.
The Family Theme Park set up at the former Chungnam Provincial Government building attracted 530,000 visitors and was hugely popular, while Kkumssi Family photo zones throughout the festival grounds created special memories for children.
The 'AI Painter Robot' and 'Dancing Robot' drew long waiting lines, once again proving Daejeon's reputation as the 'city of waiting lines' with enthusiastic responses from all generations. The signature '9 Days, 9 Themes Parade' featured a different theme each day, garnering widespread acclaim from people of all ages.
◆ Three Consecutive Years as a 'Three Zero' Festival
This year, an average of 817 safety personnel were deployed daily, with police, firefighters, and specialists working together. An AI-based crowd management system analyzed real-time density and quickly dispersed crowds in congested areas, resulting in a third consecutive year with zero safety accidents during the festival.
In terms of environmental management, 1,200 personnel were mobilized to maintain a clean, trash-free environment. The provision of 1.35 million reusable containers and an eco-friendly campaign that attracted over 8,000 participants earned praise for making it a 'clean festival.'
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