The 2026 National Central Youth Yanggu Belly Button Festival in Gangwon Province has surpassed 80,000 visitors for the first time in its history.
According to Yanggu County, over 83,400 people attended the festival held from August 28 to 30 at Seocheon Sports Park in Yanggu-eup. This marks a 17% increase from last year's attendance of approximately 71,300, setting a new record.
This year's festival featured a combination of large performances and family-oriented experiences and interactive programs. Notably, the event expanded visitor routes to include nearby attractions such as the Geographical Center of Korea and the National Central Observatory.
Performers included Park Seo-jin, Kim Na-young, the band Guckkasten, and Kim Kyung-ho. A talk concert by popular children's creator 'Supreme Man' also took place, appealing to families with children as well as young adults and middle-aged attendees.
During the day, family programs such as water play, play areas, and crafting experiences were available. Evening performances attracted large crowds, helping to distribute visitor numbers throughout the day.
Interactive programs also received positive feedback. The 'Geographical Center of Korea Health Trail Walking' saw high interest, with participant benefits running out early. Finishers received Yanggu Love gift certificates, and those who posted certification photos on social media were given souvenirs.
This walking program connected tourism, local currency spending, and social media promotion. It particularly encouraged visitors to explore attractions beyond the festival grounds, such as the Geographical Center of Korea and the National Central Observatory.
Food options and festival environment management were also enhanced. The county conducted hygiene training for vendors before the festival to eliminate overpricing and monitored prices and cleanliness during the event.
A public etiquette campaign for visitors with pets was also implemented. The festival adopted reusable containers and resource recycling programs, promoting eco-friendly operations.
The Belly Button Festival originated from Yanggu's geographical significance as the 'Geographical Center of Korea.' The first festival was held in November 2008 under the name 'Geographical Center of Korea Yanggu Belly Button Festival.'
At that time, the theme connected the 'belly button' as the center of a person with Yanggu as the center of the nation, focusing on 'life, nature, and coexistence.' Programs showcased the region's natural and geographical characteristics, including experiences at Hanbando Island and trekking in Duta Canyon.
Since then, the festival has evolved while maintaining its identity as the 'Geographical Center of Korea,' expanding performances, experiences, and family content. Yanggu County has also adopted 'Baekobi,' a mascot that embodies the meaning of the Korean Peninsula and the Geographical Center of Korea.
Recently, the festival's focus has shifted from merely watching performances to encouraging participation and longer stays. In 2023, healing programs aimed at families were introduced, and the festival continued to be held at Seocheon Sports Park this year. Surpassing 80,000 visitors for the first time signifies that these changes have contributed to increased attendance.
The future challenge lies in connecting visitor numbers to actual economic benefits and repeat visits. If tourists who come to see performances also explore nearby attractions like the Geographical Center of Korea and the observatory, as well as utilize local restaurants and shops, the festival's economic impact could grow.
However, with record attendance, there are also challenges to improve transportation, parking, food prices, facilities, and safety management. Analyzing specific metrics such as visitor spending, duration of stay, percentage of non-local visitors, and intentions to return will likely serve as benchmarks for the festival's qualitative growth.
Kim Wang-kyu, the mayor of Yanggu County, stated, “The fact that over 80,000 visitors attended for the first time since the festival's inception is a result of the diverse content that can be enjoyed by various generations and programs that highlight Yanggu's unique characteristics. We will closely analyze this year's festival's achievements and visitor feedback to develop it into a representative festival of Yanggu that encourages longer stays and repeat visits.”
* This article has been translated by AI.
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