Uiryeong’s Unique Differentiation...
Wealth Storytelling, Sharing, and Positive Influence
The Uiryeong Rich Rich Festival, the representative festival of Uiryeong-gun in South Gyeongsang Province, won the Grand Prize for the second consecutive year at the 14th Korea Festival Content Awards, hosted by the Korea Festival Content Association.
This award reflects the judging panel’s high recognition of Uiryeong’s unique and differentiated “wealth storytelling.” The festival received high marks for going beyond simple entertainment to convey a social message.
In particular, this year’s judging highlighted how the festival incorporated the “sharing and positive influence” aspect of “habits of the wealthy” throughout its programs.
Uiryeong-gun is being evaluated positively for using local resources such as the legend of Sotbawi Rock, the birthplace of Chairman Lee Byung-chul, and the birthplace of Chairman Lee Jong-hwan to deliver the message to visitors that “a true rich person is someone who practices sharing,” rather than merely wishing for wealth.
Recently, the Uiryeong Rich Rich Festival has been gaining attention among parents as a festival that combines economic and character education. Hands-on programs for children, such as “Rich Money Play,” have been well received as content that helps them learn sound economic concepts and the value of sharing.
An official from Uiryeong-gun said, “We believe that winning the award for two consecutive years is the result of the recognition of the values and direction that the festival has pursued,” adding, “We will continue to expand programs through which families can have fun together while sharing meaningful experiences.”
Meanwhile, the 4th festival held last year attracted approximately 340,000 visitors over four days and generated an estimated 16.3 billion won in direct economic effects. The county plans to further enhance the completeness of its programs for the 5th festival, which will be held in October this year.
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