Kim Dae-jung: festival combines food, culture and tourism appeal
The 22nd Hoengseong Hanwoo Festival — the signature event of what the city bills as "Hoengseong, City of Brilliant Flavor" — will run from Wednesday through Oct. 11 along the Seomgang riverside in Hoengseong, Gangwon Province, under the slogan "Delicious, Linger, Shine."
As Korean hanwoo beef continues to build a global reputation for quality, top entertainers including singer Lee Chan-won have stepped up to help raise the international profile of Hoengseong hanwoo as a leading K-food.
Kim Dae-jung, the newly appointed head of the Hoengseong Culture and Tourism Foundation, said Friday the five-day festival has been upgraded into a stay-and-explore tourism event by weaving cultural performances, hands-on experiences and nighttime programming into the traditional food-focused lineup, with the aim of showcasing Hoengseong hanwoo and the region's tourism appeal to domestic and international visitors alike.
To encourage visitors to spend more time in Hoengseong rather than simply stopping in for a meal, organizers have extended operating hours and expanded nighttime content throughout the festival.
On Wednesday and Oct. 10, the program will include a large-scale multimedia fireworks show alongside nighttime events such as the "Seomgang Starlight Lantern Festa" and "Hoengseong Night 1988."
To let visitors enjoy Hoengseong hanwoo in a wider variety of ways, the festival will sell multiple cuts as well as offal and by-products, broadening the range of beef-based food options on offer.
The grounds will feature an immersive space pairing Hoengseong hanwoo with rest, ambience and fine dining, presenting diverse content themed around flowers, light, nostalgia and gastronomy. The lineup is designed to appeal to all generations — from families with young children to young adults and middle-aged visitors.
The festival is organized around three categories — food, culture and arts, and hands-on experiences — comprising 17 programs in total. The flagship "Hoengseong Hanwoo Grill Zone" will be operated by three livestock cooperatives — the Hoengseong Livestock Cooperative, the National Agricultural Cooperative Federation and the Hanwoo Cooperative — allowing visitors to select and grill their own cuts on site. A "Hoengseong Taste Yard Food Zone" and a "Hoengseong Local Farm Market" will also offer local food products and regional agricultural specialties.
Live performances will run every day of the festival. The "Elegant Music Festa" concert series will feature singers Lee Chan-won, Na Sang-do, Heo Min-young, Park Seo-jin, Na Tae-ju, Hong Seong-ho, An Seong-hun, Kim Su-chan, Oh Seung-ha, Cheon Rok-dam, Choi Su-ho, Han Gang, Kim Hee-jae, Song Min-jun and Song Siljang.
On Wednesday and Oct. 10 in particular, large multimedia fireworks shows will light up the sky, while the "Seomgang Starlight Lantern Festa" and "Hoengseong Night 1988" fill the evening hours with nighttime entertainment. A "7080 Retro Carnival" and a "Time Slip Retro Street" will recreate the atmosphere of the 1970s and '80s, offering cross-generational performances and interactive experiences.
Family-friendly programming has also been strengthened. Children's activities will include a "Kids Dream Busking" stage, a "Memory Playground Kids Park" and hands-on activity booths. Across the Seomgang River, a "Wuhwa Garden" featuring seasonal flowers and sculptures will provide a space for rest and leisurely walks. At the Kooksoondang Brewing Experience Center, visitors can try their hand at making makgeolli and learn about traditional Korean liquor culture.
A "Happy Hanwoo Welcome Center" will serve as the festival's hub for tourism information, safety support and visitor services, while participation by local merchants, farms and businesses will be expanded to help stimulate the regional economy.
The foundation plans to provide tourism information and linked programs connecting the festival grounds to nearby attractions — including the Hoengseong Luge Track, Byeongjibang Campsite, Hoengseong Lake Trail, Anheung Steamed Bun Village and the Hoengseong Hanwoo Experience Center — to encourage visitors to extend their stay and explore the wider region.
Last year's 21st Hoengseong Hanwoo Festival drew 326,617 visitors, surpassing the original target of 300,000. This year, organizers plan to raise the festival's tourism competitiveness further by strengthening nighttime and extended-stay content while more broadly integrating the region's tourism resources, food offerings and cultural and experiential programming.
"This year's festival has been prepared as an event where visitors can linger and enjoy themselves, with performances, hands-on experiences and nighttime content built around the flavor of Hoengseong hanwoo," Kim said. "We will expand the content so that visitors can experience a diverse range of hanwoo dishes at the festival grounds and also tour Hoengseong's major attractions, allowing everyone who comes to fully experience the region's flavors, culture and nature."
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