The village of Sinwolli in Inje County, South Korea, is developing a cultural and accommodation space based on the stories of rescued cows and young residents. The county is investing 2 billion won in a local branding project to connect residents, youth, and visitors.
According to Inje County, the project was selected last year as part of the Ministry of the Interior and Safety's 'Local Branding Activation Project' and has secured 1 billion won in special grants and 1 billion won in county funds to develop infrastructure in the Sinwolli area. The project also includes brand design development and the operation of cultural programs and festivals.
So far, a dedicated parking lot and the brand design for Flower Cow have been completed. In June, the remodeling of the visitor accommodation facility, 'Dalttuneun Village Stay,' was finished, and in July, a pasture area where cows can roam freely, called 'Flower Cow Pasture,' was established. The 'Flower Cow Retreat House,' designed as a relaxation space focused on yoga and meditation, is currently 45% complete, with a goal of finishing construction by December.
The centerpiece of the project, 'Flower Cow,' is the name given by the animal rights group Animal Liberation Wave to cows rescued from slaughter. Named after wildflowers and grasses, they are referred to as Mugwort, Buckwheat, and Bulrush. According to the organization, the cows moved to 'Dalttuneun Home' in Sinwolli in November 2022 after living in a temporary shelter. The term 'sanctuary' refers to a safe haven for rescued animals.
The county has been linking the establishment of the cows' sanctuary with support for young residents. This project aims to enhance participation from both existing residents and young migrants, allowing visitors to engage with the village.
The Ministry of the Interior and Safety's local branding project aims to enhance the competitiveness of living areas by utilizing unique local resources and culture. The specialized infrastructure type selected for Sinwolli supports the development and operation of hub spaces and content tailored to local characteristics. The project structure connecting Flower Cow and youth culture through accommodation, experiences, and performances aligns with this goal.
On October 3-4, the '2026 Flower Cow Music Exhibition' will take place in Dalttuneun Village as part of the '2nd New Moon Festival.' The event will showcase a digital community center system and albums developed through the local branding project, along with music, exhibitions, food, experiences, and markets.
Performers will include singer Lee Sang-eun and six live performance groups, along with seven DJs. Yangban, led by Jeon Beom-seon, who moved to Sinwolli, will present songs created during a village creative camp themed around Flower Cow. This is a product of the combination of young migrants' creative activities and village stories.
The county plans to continue follow-up programs and online communities targeting visitors from the metropolitan area after the event. This initiative aims to expand the 'relationship population' by encouraging repeat visits and ongoing exchanges.
Son Mi-jeong, head of the Inje County Agricultural Policy Division, stated, “We will gradually create spaces and programs where residents and youth can participate together based on the natural environment of Sinwolli, and we will create opportunities for local residents and visitors to maintain ongoing relationships.”
* This article has been translated by AI.
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