Traditional fire festivals lure 1,800 Japanese tourists to Korean regions

1,800 Japanese visitors to Andong, Haman-gun in October

Japanese PM praised Hahoe fire-rope show in May

Up to 1,500 expected at Haman lotus-flower fire event

Premium tour package priced at 3.2 million won also on offer

A scene from the 2025 Nakwhanori Special Day event [Korea Tourism Organization]

Andong in North Gyeongsang Province and Haman-gun in South Gyeongsang Province are drawing Japanese tourists with traditional fire festivals, positioning the events as a key driver to pull repeat visitors away from Seoul and into the regions.

The Ministry of Culture, Sports and Tourism and the Korea Tourism Organization announced Friday that about 1,800 Japanese tourists are expected to visit Korea in October through travel products themed around traditional fire festivals — part of a broader push to redirect Japanese visitors beyond the capital.

The Hahoe Seonyujulbulnori fire-rope show, seen from the Mansongjeong white-sand beach at Hahoe Village in Andong [Korea Tourism Organization]

In Andong, a travel product built around the Hahoe Seonyujulbulnori — a traditional fire-rope show — will run five times through the end of October, drawing about 300 Japanese visitors. The product was developed by the Korea Tourism Organization's Japan office and the Japan Association of Travel Agents. The show gained wide attention in May when Japan's prime minister attended a performance during a bilateral summit and publicly shared his impressions. The Korea Tourism Organization plans to work with the North Gyeongsang Province tourism agency to set up a dedicated viewing zone for Japanese tourists at Hahoe Village, a UNESCO World Heritage site, and provide traditional souvenirs.

On Oct. 15, Haman-gun's Mujinjeong pavilion will host the Haman Nakwhanori Special Day, a lotus-flower fire festival now in its third year. Up to 1,500 Japanese tourists are expected to attend — the largest turnout since the event began. Attendance has grown steadily from 500 in 2024 to 1,000 in 2025, cementing the event's status as a signature autumn product among Japan's dedicated Korea enthusiasts, a segment known for high rates of repeat visits.

The Haman itinerary goes beyond the fire festival itself, incorporating visits to the Malisan Ancient Tombs and a local museum, along with tastings of regional dishes such as ox-head gukbap and lotus-leaf rice, with the aim of boosting the local economy. A premium package priced at 3.2 million won ($2,360) — covering Jeonju, Daegu and Busan in addition to the Nakwhanori festival — has also gone on sale, signaling the potential for higher-value inbound tourism.

Jeong Seok-in, head of the Korea Tourism Organization's international tourism division, said Japan is the most mature inbound market, with the highest share of visitors who have been to Korea four or more times. "Packaging killer content that draws on each region's unique character is highly effective for attracting tourists," he said. "We will continue to develop high-value products that spread Japanese visitors across the regions and encourage longer stays outside Seoul."

terry@heraldcorp.com