Jeongseon Successfully Concludes Nation's First Buckwheat Pancake-Themed Festival
A Community-Grown, Merchant-Driven Event Revitalizes the Local Market
Establishing Jeongseon as a New Winter Tourism Destination
Jeongseon County in Gangwon Province announced that it has successfully concluded the "2026 Jeongseon Buckwheat Pancake Festival," which was held for three days from February 28 to March 2 at the Jeongseon Arirang Market area.
Jeongseon County is holding the '2026 Jeongseon Buckwheat Pancake Festival' for three days from February 28 to March 2 at the Jeongseon Arirang Market area. Provided by Jeongseon County
This festival is the first in the nation to spotlight "buckwheat pancake" as its sole theme. It has received praise for reinterpreting Jeongseon's signature local dish as a winter tourism content, presenting new possibilities for the region’s food brand.
Until now, buckwheat pancakes have been common fare at traditional markets and festivals across Gangwon Province, but no specific region had secured brand leadership. Through this festival, Jeongseon has formalized buckwheat pancakes as a representative local brand asset, moving beyond being a simple regional dish and aiming to establish the perception that "buckwheat pancakes mean Jeongseon."
In particular, symbolic presentations such as demonstrations of traditional pancake-making methods, participation by master chefs, and performances using cauldron lids highlighted the originality and authenticity of buckwheat pancakes. Meanwhile, global fusion pancake offerings and the "emokase" menu showcased the festival’s potential to bridge tradition and trends.
Jeongseon County is holding the '2026 Jeongseon Buckwheat Pancake Festival' for three days from February 28 to March 2 at the Jeongseon Arirang Market area. Provided by Jeongseon County
This festival also holds significance as a case where an agenda proposed at a residents' assembly was realized as an actual event, serving as a model of public-private cooperation completed through collaboration among the Jeongseon-eup Residents’ Association, local merchants’ association, and municipal administration.
Over the three-day period, both family tourists and Millennials & Gen Z visitors flocked to the Jeongseon Arirang Market area, revitalizing the local market district. The extended night market hours and experiential programs encouraged longer stays, leading to a tangible increase in consumption.
The retro zone, featuring traditional foods, the global zone, and the emokase zone with unique menus, were lauded for expanding the festival’s appeal across generations and borders.
In addition, the combination of Jeongseon Arirang-a core local cultural asset-the market’s atmosphere, and the humble buckwheat pancake underscored the festival’s potential to grow into a storytelling-based event unique to Jeongseon.
Jeongseon County is holding the '2026 Jeongseon Buckwheat Pancake Festival' for three days from February 28 to March 2 around Jeongseon Arirang Market. Photo by Jeongseon County
Building on this year’s success, Jeongseon County plans to further enhance and expand the program to make the "Jeongseon Buckwheat Pancake Festival" a regular event. The county aims to strengthen the originality and symbolism of buckwheat pancakes and solidify the image of "buckwheat pancake brand = Jeongseon" through the development of differentiated content.
A Jeongseon County official stated, "This festival was more than just a food event-it was a declaration that Jeongseon is at the heart of the buckwheat pancake brand. We will continue to build on Jeongseon's tradition and creativity to develop this into Korea’s leading winter food festival."
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