Sept. 17–20: art and nature converge along the Baekdudaegan ridge
Jang Min-ho, Park Hye-shin and Choi Su-ho set to perform; local food takes center stage
Festival pledges no ceremonial speeches, no price gouging, no accidents
Known as "Korea's Utopia," Mureung Valley in Donghae, Gangwon Province is a nationally designated scenic site whose breathtaking landscapes and spiritual aura were recorded in the Joseon-era text "Cheokjuji," in a chapter on Dutasan.
Communities living along the slopes of Dutasan, Cheongoksan and Swineumsan — all part of the Baekdudaegan mountain spine — have long regarded the valley as a guardian spirit of their region.
The Mureungje festival was born from that spirit. When Donghae was elevated to city status in 1980 through the merger of Bukpyeong-eup in Samcheok County and Mukho-eup in Myeongju County, residents channeled the valley's storied energy into a festival meant to drive the new city's growth.
The event brings together local artists and performers who showcase their craft before residents and visitors, while celebrated regional dishes are laid out for tourists and locals alike.
The 39th Mureungje festival runs Sept. 17–20 at Donghae Wellbeing Leisure Sports Town. The city of Donghae is the host, with the Donghae Culture and Tourism Foundation serving as organizer.
This year, Donghae has decided to scrap the opening ceremony's customary speeches entirely, freeing up that time for more arts and culture programming. The move echoes a broader trend in which weddings are dropping the formal officiant's address in favor of performances and interactive moments.
Donghae has recognized that a nationally celebrated scenic site and its arts-and-nature festival are not well served by a procession of suit-clad officials collecting greetings from neighborhood heads and women's association leaders.
The moment a beautiful tourist landscape is overtaken by a long relay of institutional speeches and VIP itineraries, the destination loses much of its appeal and visitors turn away — a pattern seen the world over. Experts advise officials attending events for safety or management purposes to dress like ordinary visitors. Donghae's decision to hold a speech-free festival is a refreshing change of approach.
Unlike last year, the opening ceremony and main performance stages have been moved to the grass field at Donghae Wellbeing Leisure Sports Town. The expanded space has been reorganized to accommodate performances, hands-on activities, food and amenities in a new layout — a shift that goes beyond a simple venue change, transforming the festival from a spectator event into one where visitors linger and take part.
True to its promise, the opening ceremony on Wednesday at 7:15 p.m. will drop the traditional VIP speeches, moving straight from a video presentation and opening declaration into the celebratory performances.
A Navy honor guard and military band will perform before the ceremony, joined by a troupe from Anhui Province in China, before Jang Min-ho, Norazo, Park Hye-shin and Choi Su-ho take the stage.
The festival grounds will also have a new look. A "light tunnel" made of more than 560 traditional lanterns will greet visitors at the entrance for the first time, while the grass area will feature dedicated zones for a marine rescue experience, traditional games and sports — expanding the range of activities for families with children.
Another guiding principle for this year's festival is the "three zeros" pledge: no ceremonial speeches, no price gouging and no safety incidents. The focus is not only on adding programming but on removing friction for visitors. Food stalls will be run by local restaurants and dessert vendors offering regional fare at reasonable prices.
Final preparations are now in full swing ahead of the opening. The city and the foundation are conducting intensive checks of the revamped venue layout, covering visitor flow, parking and traffic, food, amenities and safety management as they race to be ready for guests.
Jeong Yeon-su, chief executive of the Donghae Culture and Tourism Foundation, said the organizers had focused on delivering change that visitors would feel on the ground. "We are carrying on 39 years of tradition, but the emphasis this year is on changes that people will notice the moment they arrive," he said. "We will keep refining things right up to the end so the festival is safe, comfortable and full of things to enjoy — with less formality and more fun."
abc@heraldcorp.com
![Popular mukbang influencer, 24, dies suddenly: 'ate 70 eggs at a time' [China Pick]](https://wimg.heraldcorp.com/news/cms/2026/09/08/news-p.v1.20260908.581b7189494849c3a9f1ade47eb6596d_T1.jpg?type=h&h=120)
