Winter in Sangju: Redefining the 'Gotgam Equation'

Ice Sledding, Fresh Gotgam Direct Sales, and Gourmet Experiences
Festival Opens at Gyeongsang Gamyeong Park, January 23-25
An Interactive Celebration Awaits

The festival celebrating Sangju's signature winter specialty is evolving from a viewing event into an interactive experience.

The 2026 Sangju Gotgam Festival will take place over three days, from January 23 to 25, at Taepyeongseongdae Gyeongsang Gamyeong Park.

The festival is hosted and organized by the Sangju Gotgam Festival Promotion Committee, with support from Gyeongsangbuk-do Province, Sangju City, Sangju City Council, and the Sangju Gotgam Distribution Center.

Sangju City 2026 Sangju Gotgam Festival

Now in its third year as an integrated festival, this year's event is characterized by a layout designed for 'tasting, choosing, and enjoying.'

The TSF main tent will feature 48 gotgam (dried persimmon) sales booths, where visitors can directly compare and sample fresh gotgam from the region before purchasing at prices more reasonable than the market rate.

The festival experience will be further enriched by the Gam~Jabas auction, live commerce sessions, and on-site performances.

The expanded content of Sangju Gotgam is also drawing attention. The S-Beauty cosmetics experience, which utilizes persimmon peel extract, and the S-Food exhibition featuring gotgam rolls and gotgam jars, are experimental attempts to extend agricultural products into lifestyle offerings. The event is being praised for adding industrial storytelling beyond simple sales.

The food zone will host restaurants run by local businesses. Notably, Kim Eungseo, the CEO of Jeju’s “Yeondon” and an honorary ambassador for Sangju City, will participate to support local development, further enhancing the festival’s gourmet content.

Experiences for families have also been strengthened. Programs tailored to the winter break season include an ice slide, traditional kite flying, and a four-event competition called “Catch Your Luck! Gotgam Picking.” The lineup offers play for children and nostalgia for adults.

During the festival, Sangju City will operate free shuttle buses from major locations in the city to the event venue, improving accessibility. Detailed schedules and programs can be found on the official Sangju Gotgam Festival website.

By combining the price competitiveness of direct sales with interactive and gourmet experiences, the Sangju Gotgam Festival clearly demonstrates a 'stay-type model' for local agricultural festivals. Attention is focused on whether this design, which leaves visitors with experiences beyond consumption, will translate into positive economic effects for the region.