Hello,
These days there's been a lot of controversy about overpriced food at festivals.
I'd like to share Realworld's perspective and case studies
about regional festivals and events.
Regional festivals are
not only meant to promote the charm of local tourism
but also essential events for revitalizing local businesses
through increased visitor stay time. It's disheartening
to hear such negative news.
As a tourist myself,
when I invest time and fight through traffic
to visit a region and participate in festivals,
I often feel disappointed.
Since I went there with the intention to spend money,
it wasn't because of overcharging by some outside vendors,
but rather due to the lack of
experience content that would let me feel the region's charm!
Regional festivals feel like...
they're limited to food and performances,
leaving something to be desired, you know?
Aside from food and spectator performances at regional festivals,
isn't there some special content that fits today's style?
What if regional festivals had
experiences where you could learn the area's unique stories
and easily spend an hour
that would make you work up an appetite?
Compared to food and
sights to see,
the entertainment options at regional festivals
always leave something to be desired,
which I think is well reflected
in this poster too.
Food: Salted shrimp exchange area, local specialty exchange area, food market
Sights: Residents' singing contest, charity concert, K-pop performance, waterside stage performance, closing performance, fireworks display
Entertainment: Street parade, Mapo Naru Golden Bell, traditional culture experience, riding road, shrimp catching experience, salted shrimp making experience, salted shrimp kimchi making experience
Looking at the festival's content,
I thought:
What if we flipped the traditional feel
of a salted shrimp festival
and innovated the entertainment content
to have that MZ generation vibe?
Not those predictable entertainment options you'd expect from salted shrimp.
If there was content where people of all ages
could go beyond just waiting in lines or simply making or watching something,
and instead become the main characters in stories connected to the regional festival's narrative,
exploring the festival grounds...
Wouldn't regional festivals become so much richer?
We could reimagine the journey of salted shrimp
becoming delicious fermented seafood as an exciting adventure,
or romantically portray the love story of shrimp.
Even a story about aliens suddenly appearing at our festival site!
Naturally unfolding our region and festival's story
through interesting themes!
A new experience that goes beyond
the food, local specialty trading,
spectator performances, and booth banners
that come to mind with festivals!
With something like that,
wouldn't we be able to capture the attention
of the MZ generation, the main drivers of viral content?
So Realworld headed to Namwon.
What comes to mind when you think of Namwon?
What about the Chunhyang Festival, a representative regional festival boasting 93 editions?
Unfortunately, what most of us think of is...
Fragmented things like Chunhyang, Gwanghallu, and spicy loach soup.
What's needed to extend tourists' stay time
and actively attract visitors to Namwon?
So for the 93rd Chunhyang Festival,
we decided to present the region's stories from a modern perspective
and give tourists the gift of
active leisure experiences
beyond just eating and watching performances at the festival,
by making them the protagonists of these stories.
That's Realworld's <Portrait Missing Case>!
When Hyangdan loses Lady Chunhyang's portrait meant for Mongryong,
a crisis threatens Chunhyang and Mongryong's love, and the story begins to change.
Players are invited into this story
to help Hyangdan find what she lost
and embark on a journey to brilliantly complete the mission
and restore the original story.
As shown on the Realworld app screen,
while helping Hyangdan,
you also get the special experience of receiving
local gift certificates and prizes
specially prepared during the festival period!
The biggest advantage of Realworld, the unique experience platform,
is the freedom in designing tourists' routes.
Beyond Gwanghallu Garden where the Chunhyang Festival takes place,
we can extend the route to Chunhyang Theme Park
where tourists' footsteps don't usually reach,
increasing people's stay time!
During the 93rd Namwon Chunhyang Festival period,
it was a great time to directly experience
the possibilities of regional festival content suited to today's times
and people's explosive reactions!
Namwon is
a place that, from a tourism perspective,
I personally find more exciting
for its future than its present.
Because it's a city where the unique atmosphere
of Namwon, where tradition and modernity coexist,
and the tourism branding as a city of love
fit together most perfectly.
If Paris exists globally,
then Korea has Namwon, you could say?
However, to establish this in people's minds
requires quite a big commitment.
Before developing tourist complexes
or opening large-scale experience centers,
content alignment that matches the representative tourism branding is needed.
At this Chunhyang Festival,
such an attempt was made on a small scale,
and we could see the possibility
of regional festivals transforming into content
suited to today's style.
What wonderful things will happen
for the 100th anniversary of the Chunhyang Festival?
A city where love comes true,
so people who come to Namwon
also fall in love—
I look forward to the great transformation
into Namwon, the CITY OF LOVE!
Curious about Realworld?
https://realworld.to/
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http://seongsu.realworld.to/
I will continue to diligently explore regional festivals,
contribute to content innovation in our country's tourism sector,
and return with good news
next time.
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