A scene from the 2026 Yeongyang Chili Pepper H.O.T Festival. [Yeongyang-gun]
A scene from the 2026 Yeongyang Chili Pepper H.O.T Festival. [Yeongyang-gun]

The 2026 Yeongyang Chili Pepper H.O.T Festival, Yeongyang-gun's flagship integrated marketing event, opened Thursday at Seoul Plaza.

Now in its 18th year, the festival was organized to introduce Yeongyang-gun's premium agricultural and specialty products — including chili peppers — directly to Greater Seoul consumers and to expand sales channels for local farming households.

Large crowds flocked to Seoul Plaza on opening day, underscoring strong demand for Yeongyang produce among city consumers.

The venue featured sales booths offering Yeongyang chili peppers, chili powder and other local specialty products, with farmers selling directly to consumers without intermediaries.

Participating farming households introduced their own produce and engaged with visitors, while attendees inspected the freshness and quality of goods on the spot before making purchases.

Seoul Plaza was transformed into a canvas of Yeongyang's signature colors, with vivid red chili peppers and local specialty products filling the venue. Visitors explored experience and exhibition spaces set up throughout the grounds, taking in the many charms of Yeongyang-gun.

A view of the 2026 Yeongyang Chili Pepper H.O.T Festival venue. [Yeongyang-gun]
A view of the 2026 Yeongyang Chili Pepper H.O.T Festival venue. [Yeongyang-gun]

The 2026 Yeongyang Chili Pepper H.O.T Festival runs through Saturday.

During the event, Yeongyang-gun plans to actively promote its cultural and tourism resources alongside sales of premium agricultural products and to deepen engagement with Greater Seoul consumers to strengthen the competitiveness of the Yeongyang chili pepper brand.

"The Yeongyang Chili Pepper H.O.T Festival is Yeongyang-gun's signature event, one that showcases our outstanding agricultural products, culture and tourism all at once," Yeongyang-gun Mayor O Do-chang said. "I hope the many visitors who come will experience and enjoy the flavors and charm of Yeongyang firsthand."


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