South Korea is investing in its cultural festivals to attract more international tourists, designating several events as “Global Festivals” eligible for significant funding. The move underscores the country’s focus on boosting tourism through its unique cultural offerings.
On March 12, 2026, the Ministry of Culture, Sports and Tourism announced the selection of three festivals – the Boryeong Mud Festival, the Andong International Mask Dance Festival, and the Jinju Namgang Yudeung (Lantern) Festival – for “Global Festival” status. Four additional festivals were named as “Pre-Global Festivals”: the Daegu Chicken and Beer Festival, the Busan International Rock Festival, the Sunchang Fermented Food Festival, and the Jeongnamjin Jangheung Water Festival.
The designated Global Festivals will receive 800 million won (approximately $588,000 USD) annually for up to three years. Pre-Global Festivals will receive 250 million won (approximately $183,000 USD) each year. Officials stated the goal is to more than double the number of foreign visitors to these events during the funding period.
To achieve this, the ministry will support the development of tourism products tailored to each festival’s unique characteristics. The Andong International Mask Dance Festival will create tourism packages incorporating traditional cultural experiences, such as visits to the Seryujeolbulnol ritual and Hahoe Village. The Boryeong Mud Festival will expand its popular “Mud Mobshin” program into the evening and develop “K-Beauty” tourism content utilizing the area’s mud resources.
The ministry also plans to collaborate with overseas online travel agencies, including KKday and Klook, to create festival-linked tourism packages more accessible to international travelers.
The Jinju Namgang Yudeung Festival will work with neighboring cities and counties – Sancheong, Sacheon, and Goseong – to develop multi-day tourism experiences. The Andong International Mask Dance Festival will partner with nearby tourist destinations in Mungyeong, Yeongju, and Goryeong, offering benefits like free admission.
“We will connect the world’s interest in K-Culture to the festival sites, achieving both an increase in foreign tourists and the revitalization of regional tourism,” said Minister of Culture, Sports and Tourism Choi Hui-young.
