Recently, a cultural foundation official managing a local festival considered ways to revitalize the festival. As a result, they decided to invite famous singers. Although the expense for hiring them is high, there is no other way to attract people as effectively as this.
Local festivals nationwide are in crisis. Similar festivals without unique features have proliferated. Most festivals involve inviting singers and operating food stalls.
According to the National Institute of Local Administration on the 24th, last year there were 1,170 local festivals across the country, which is a 32% increase compared to 884 festivals in 2019, before the COVID-19 pandemic. With 260 cities and counties across the nation, this means there are more than four festivals held in each area.
Furthermore, with the budget allocated for festivals being limited, there are concerns about a decline in the quality of the festivals. Among the 1,170 festivals, 113 were significant festivals that involved an expense of over 1 billion won, marking a 41.2% increase compared to 2019.
◇ National festivals: 1,170 festivals need to incorporate local identity
Experts point out that key content reflecting local identity is necessary. Through this, they can attract people and also play a role in continuously revitalizing the local economy.
Professor Kim Kwang-hoon of Korea University pointed out, "Not only are local festivals nationwide monotonous, but they also focus solely on short-term success, such as hiring singers."
Professor Kim emphasized two types of content to invigorate local festivals. The first is festivals that highlight the characteristics of the area. Festivals like the 'Hwacheon Sancheoneo Festival', which can only be held in that region, are examples. He stated, "Festivals that incorporate such local characteristics should be branded and actively promoted."
The second is festivals incorporating fun and new content with a "young" sensibility. The 'Gimcheon Gimbap Festival', which was held for the first time in October last year, is a prime example. Sparked by a survey that revealed the image associated with Gimcheon is 'Gimbap Cheonguk' (shortened to Gimcheon), this festival attracted 100,000 people over two days and became very popular.
Professor Kim also emphasized the aspect of revitalizing the local economy. Festivals should not be one-time events but should provide a positive impact on continuously energizing the local market.
He noted, "While the number of attendees at the festival is an important part, the more critical effect is that people who visit the festival return to the area and purchase local products."
There are also suggestions that efforts should be made to develop local festival content through product development in collaboration with nearby universities.
Han Seung-joo, head of the Jeollanam-do branch of the National Merchants Association, said, "I hope the government will step in to support local merchants in developing special products in collaboration with local universities." Most local merchants are of a certain age and are too busy making a living to have the ability or time to develop new products that attract customers.
He also stated, "Beyond simple sales at the festival site, we need to establish a system that allows products that were popular at the festival to be sold in the general market."
◇ Local Government→ Cultural Foundation→ Planning Agency: 'Need to improve the leaking money structure'
Experts emphasize that the structure of festival operations should be improved to use the limited budget efficiently.
In the case of local festivals, various cultural and tourism foundations that receive funding from local governments manage the festivals. However, these foundations often delegate festival planning to external professional companies. As a result, the expense is incurred twice: once by the foundation and once by the planning agency.
Choi Sang-kyu, vice president of the Asia branch of the International Festivals and Events Association, stated, "We need to work on improving the efficiency of the local festival operation structure that connects local governments, foundations, and planning agencies," and added, "At the same time, festival planners should be nurtured to ensure that the budget invested by local governments can play a role in revitalizing the local economy."
Vice President Choi continued, "Given that there are many similar festivals by region, we should also consider a 'selection and focus' strategy that involves integrating festivals."