Uljin-gun County Chief Hwang I-ju dressed as a Joseon-era magistrate to promote the 2026 Jukbyeon Port Seafood Festival. [Uljin-gun]
Uljin-gun County Chief Hwang I-ju dressed as a Joseon-era magistrate to promote the 2026 Jukbyeon Port Seafood Festival. [Uljin-gun]

Uljin-gun in North Gyeongsang Province is drawing attention with a series of unconventional promotional events across the country ahead of the 2026 Jukbyeon Port Seafood Festival next month.

The county announced Thursday that it had recently taken its campaign to morning commuter spots near Seoul subway stations, the Ogoknaru Festival in Yeoju, Gyeonggi Province, and a North Gyeongsang Province residents' day event to showcase the fresh seafood and attractions of Jukbyeon Port.

On Friday, County Chief Hwang I-ju and civil servants fanned out near major subway stations including Mapo Station in Seoul, holding picket signs written in a deliberately low-brow, pun-heavy style. The signs played on Korean wordplay — one read, "Do you know the Way? I know the flounder," riffing on a street-preaching cliché, while another declared, "Repent! Come to Jukbyeon Port, where the raw fish is sinfully good!" — drawing laughs and curiosity from passersby.

The lighthearted approach steered clear of stiff, conventional promotion, letting the festival's name spread naturally through humor.

At the Ogoknaru Festival in Yeoju on Saturday, Hwang took the theatrics further, appearing in a full Joseon-era magistrate's costume — long beard and official robes — to join the festival's signature "Royal Tribute Parade" while carrying a Jukbyeon Port Seafood Festival banner, drawing crowds of tourists.

Hwang wore the same magistrate outfit at the North Gyeongsang Province residents' day event, pairing the traditional costume with modern promotional messaging to introduce festival dates, Uljin's food offerings and the appeal of a trip to the East Sea coast.

During the festival, the area around Jukbyeon Port will host a range of activities — fresh East Sea seafood stalls, bare-hand live fish catching, on-the-spot seafood auctions and live performances.

On the opening day, Nov. 6, singer Na Tae-ju will take the stage to kick off the festivities. The following day, Park Seo-jin, Park Hyeon-bin and Park Ju-hui are scheduled to perform, building the festival atmosphere.

On the final day, Nov. 8, MBN's "Jeongguk Star Is Born" national talent competition will hold an open preliminary recording, giving contestants a chance to showcase their singing and stage presence.

Uljin-gun hopes the festival will give visitors a memorable autumn travel experience while also injecting energy into the local fishing and merchant communities.

"We have been promoting the Jukbyeon Port Seafood Festival across the country — in Seoul, Yeoju and beyond — to reach as many people as possible," Hwang said. "I hope everyone comes to Uljin to enjoy the fresh seafood, the beautiful autumn sea and the warm hospitality we have prepared."

The 2026 Jukbyeon Port Seafood Festival runs for three days from Nov. 6 to Nov. 8 at Jukbyeon Port in Uljin-gun.


kbj7653@heraldcorp.com