Wealth Festival Held in the Hometown of Samsung's Founder
340,000 Visitors in Four Days?14 Times the Population of Uiryeong
The "Rich Rich Festival," the only wealth-themed festival in Korea, held in Uiryeong, Gyeongnam Province, concluded successfully, attracting a record-breaking 340,000 visitors. This figure is 14 times the total population of Uiryeong County, which stands at approximately 24,000.
At the Rich Rich Festival held in Uiryeong County. Water bicycles are operating around Sotbawi Rock. Uiryeong County, Gyeongsangnam-do
On October 13, Uiryeong County announced that the "Rich Rich Festival," held from October 9 to 12 at Uiryeong County Citizens' Park and the Sotbawi Rock area, welcomed the highest number of visitors in its history. Now in its fourth year, the festival is literally themed around wealth, gaining significant attention by combining local "wealth landmarks" such as the birthplace of Samsung founder Lee Byung-chul and Sotbawi Rock with a variety of hands-on activities.
The main stage of the festival, "Sotbawi Rock," is a massive cauldron-shaped rock located along the Nam River in Jeonggok-myeon. It has long been called the "Wealth Rock," with a legend stating that "prosperity never ceases within a 20-ri radius." In fact, Samsung founder Lee Byung-chul and Samyoung Chemical Group chairman Lee Jong-hwan, both well-known figures, hail from Uiryeong. Nearby Jinju and Haman are the birthplaces of LG founder Koo In-hwoi and Hyosung founder Cho Hong-je, respectively. Leveraging this symbolism, Uiryeong County has promoted itself as the "Hometown of the Wealthy" and has organized the "Rich Rich Festival" as a regional brand event.
The theme of this year’s festival was "Habits of the Wealthy." The "K-Rich Way," which allowed visitors to experience seven habits of wealthy people-thrift, health, positivity, time management, communication, education, and experience-was particularly well-received. There were also a variety of practical programs, such as a one-minute spending check, a three-minute run, and writing a gratitude journal, all designed to encourage active participation from attendees.
The "Wealthy Boat Tour," which took visitors to five "wealth landmarks" including the birthplace of Hoam Lee Byung-chul, and the pedal boat experience that allowed participants to touch Sotbawi Rock and make wishes, also drew significant interest.
Other highlights included the "Rich Night Walk," a 4-kilometer night trekking course connecting Uiryeong’s major attractions, and the "Rich Chef Zone," which showcased healthy dishes made with local specialties, both of which received positive feedback.
Local businesses also saw increased activity during the festival. Dishes such as beef soup with rice, Garye bulgogi, and Manggae rice cakes at the Rich Food Zone and local restaurants sold out completely, and events like the "Rich Lottery Event," which allowed participation with receipts from local shops, contributed to revitalizing the local economy.
Uiryeong County Mayor Oh Taewan stated, "The Rich Rich Festival will continue as an event that delivers comfort and hope to the people."
Meanwhile, the Rich Rich Festival has continued to grow each year, with 100,000 visitors in its first year, 170,000 in its second, and 240,000 in its third, showing a steady increase in attendance.
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
