Korean Horse Racing Industry: An Opportunity to Shed the Stigma of Gambling

"Adhering to purchase limits is the start of healthy leisure activities."

This phrase was prominently displayed throughout Let's Run Park in Gwacheon during a recent visit. The Korea Racing Authority (KRA) has implemented measures to combat gambling addiction, including capping betting amounts at 100,000 won per transaction. Despite these efforts, the stigma surrounding the domestic horse racing industry as a 'gambling industry' remains a persistent challenge.

This perception is evident in everyday life. For commuters using the southern Gyeonggi Line, the area around the horse racing park station on weekends is often viewed as inconvenient. The sight of patrons congregating, reeking of alcohol and cigarettes, evokes associations of 'gambling' rather than 'leisure.' The atmosphere at the venue itself significantly shapes the overall image of the industry.

The KRA is making strides toward change. It has rebranded the racetrack from 'horse racing park' to 'Let's Run Park' and expanded facilities for families, such as Ponyland and a horse museum. These efforts aim to transform the venue into a 'recreational space.'

However, it is debatable whether these initiatives have led to a genuine shift in public perception. On the day of the visit, there appeared to be more patrons focused on betting than on family activities. In fact, a 2024 survey on gambling habits revealed that 36.3% of respondents cited 'thrilling excitement' and 16.3% mentioned 'profit expectations' as their primary reasons for purchasing betting tickets.

In contrast, horse racing in other countries presents a different image. The Kentucky Derby in the United States has become a cultural event with high viewership, while the Royal Ascot in the UK is celebrated as a royal tradition. Japan's Japan Cup has evolved into a global sporting event featuring world-class horses. In these contexts, horse racing is consumed as 'sport with a narrative' rather than merely 'gambling.'

The recent discussions regarding the relocation of the KRA and Let's Run Park transcend mere logistical concerns. They present an opportunity for a structural redesign of the Korean horse racing industry. The process of changing physical locations could redefine the very nature of the industry.

Japan's example is worth noting. Japanese racetracks have become family-friendly entertainment complexes, successfully attracting younger audiences, particularly following the popularity of the mobile game Uma Musume Pretty Derby. The strategy of characterizing popular racehorses and expanding into content and merchandise has also been noteworthy, transforming horse racing from a 'competition' into a 'cultural' phenomenon.

The key question is, "Who is the target audience?" Currently, Let's Run Park has not moved beyond its focus on older patrons. Last year, the total number of visitors to Let's Run Park Seoul included 2.25 million horse racing customers and 2.13 million non-racing customers. A KRA survey conducted in 2024 indicated that 90% of horse racing customers were over the age of 50. This underscores the need for new spaces to be designed to naturally attract younger and family-oriented visitors.

To achieve this, location is crucial. As promised by the government, accessibility to Seoul must be ensured, and various entertainment elements should be integrated beyond horse racing. Additionally, a long-term strategy to transition horse racing into a recreational sport must be pursued simultaneously.

Above all, a shift in the government's role is essential. Without a clear vision and support measures, pushing for relocation could exacerbate existing uncertainties in the field. In fact, there are significant concerns within the KRA regarding the uncertainty of policy direction.

The horse racing industry is interconnected with the broader equine industry, transcending the notion of a mere gambling sector. A recent conversation with an equine industry stakeholder highlighted that, "If horse racing is elevated to a healthy sport, it will lead to an increase in the equestrian population, growth in the thoroughbred breeding industry, and heightened demand for professionals such as trainers, jockeys, and veterinarians."

It is hoped that the ongoing discussions about the KRA and Let's Run Park relocation will not merely result in a physical move but will serve as a starting point for the Korean horse racing industry to break free from its 'gambling' label and be reborn as a 'cultural and industrial' entity.