The Duryunsan foothills in Haenam, South Jeolla Province, are bustling with tourists from across the country as the '2026 Haenam Mi-nam (味南) Festival' kicked off, attracting a large number of visitors on its opening day and boosting sales of local agricultural and marine products.
According to Haenam County, over 70,000 people visited the festival on its first day, based on unofficial counts.
This year, the festival has centered around 'Haenam rice' as its main theme, aiming to promote the consumption of local agricultural products and increase farmers' incomes beyond just a food event.
On the opening day, live commerce for Haenam rice recorded sales of 75 million won. Additionally, sales through the county's online shopping mall 'Haenam Miso,' local food direct sales, and meal kit sales totaled over 8 million won.
The festival's food hall, which accommodates 1,000 guests, was also crowded with visitors. The combined sales from both the food hall and snack area exceeded 70 million won on the first day, with some vendors running out of supplies early.
These sales figures highlight the connection between the increase in festival attendance and the consumption of local agricultural and marine products. However, the visitor count and sales figures are preliminary estimates from Haenam County, with final numbers expected after the festival concludes.
The opening ceremony featured a thematic performance centered on Haenam rice, replacing the traditional commemorative event. The journey of rice from planting to harvest was depicted through animated visuals, music, and dance, conveying the value of agriculture and the joy of harvest to the audience.
Following the ceremony, the Mi-nam Trot Celebration Show featured performances by singers Kim Yong-bin, Hong Ji-yoon, and Choi Yu-na, enhancing the festive atmosphere.
The final weekend before the festival concludes will continue with performances and experiential activities.
On October 31, the Haenam Youth Association will host a youth festival, along with children's magic and dance performances, and a lifelong learning festival. In the evening, a romantic concert featuring singers Seong-ri and Jadu will light up the autumn night at Duryunsan.
Family-friendly experiential programs are also available, including making monaka, mugwort honey rice balls, and rice balls using Haenam agricultural products. A kimchi-making experience with 300 participants will take place on October 31 and November 1.
Nearby, a sweet potato harvesting experience will be offered, with 150 teams accepted on a first-come, first-served basis for a fee of 3,000 won. Bags and tools needed for harvesting will be provided on-site.
This festival is significant as it integrates the production, processing, sale, and experience of Haenam's representative agricultural and marine products into a single tourism content. Ensuring continuous market access and developing tourism products will be essential for translating increased visitor numbers into tangible income for local farmers and small businesses.
The '2026 Haenam Mi-nam Festival' will run until November 1 at Duryunsan Provincial Park in Samsan-myeon, Haenam County, featuring exhibitions and sales of local agricultural and marine products, tastings of regional cuisine, family experiences, and cultural performances, showcasing the flavors and beauty of the Jeolla region to autumn visitors.
* This article has been translated by AI.
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