South Korea Chooses Three Regional Festivals for Global Promotion
South Korea has recently declared three regional events – the Boryeong Mud Festival, Andong International Mask Dance Festival, and Jinju Namgang Lantern Festival – as new “global festivals” in an effort to attract 30 million foreign tourists. The Ministry of Culture, Sports and Tourism has announced that these festivals will receive 800 million won annually for three years to strengthen cultural festivals as essential tourism assets. In addition to these, four other events namely, the Daegu Chimac Festival, Busan International Rock Festival, Sunchang Fermented Soybean Festival, and Jeongnamjin Jangheung Water Festival, have been chosen as “preliminary global festivals” and will each receive 250 million won in annual support.
The Ministry identified large-scale regional festivals as a fundamental strategy for expanding inbound tourism, launching the global festival program in 2024 to foster internationally competitive cultural events. Past selections like the Incheon Pentaport Music Festival, Suwon Hwaseong Cultural Festival, and Hwacheon Sancheoneo Ice Festival collectively attracted about 130,000 foreign visitors in 2025, showcasing the program’s potential to draw international travelers.
In efforts to boost visibility among young foreign visitors, the Incheon Pentaport Music Festival planned pre-events and pop-up stores near Hongdae, a popular nightlife district in Seoul. The Suwon Hwaseong Cultural Festival extended its duration to eight days and introduced foreign visitor services such as a Global Village information lounge and specialized tourism packages. Similarly, the Hwacheon Sancheoneo Ice Festival, famous for its winter activities, created new photo zones targeting visitors from Taiwan and Southeast Asia, establishing it as a significant winter destination.
The new global festivals are expected to develop tourism programs tailored to cater to international visitors. For instance, the Andong International Mask Dance Festival aims to combine traditional performances with nearby cultural attractions, offering a holistic experience of Korean heritage. The Boryeong Mud Festival, situated on the western coast of in North Chungcheong Province, plans to enhance its K-beauty-themed activities and extend its nighttime Mud Mob Scene events to bolster its global appeal.
The Ministry hopes that the program will enhance regional tourism by encouraging festival visitors to stay longer and explore neighboring destinations. Festivals like Jinju Namgang Yudeung Festival plan to develop travel packages in conjunction with nearby cities, while the Andong International Mask Dance Festival will collaborate with regions in North Gyeongsang Province to offer incentives, such as free entry to local attractions. Culture Minister Chae Hwi-young views this initiative as a crucial opportunity for Korean tourism to make significant progress, emphasizing the creation of diverse tourism products centered around global festivals to enhance convenience for international visitors.