On September 18, 2026, the Naepo Citizens' Plaza in South Chungcheong Province will step back in time to transport visitors straight into the vibrant world of historical Korean merchant peddlers, known as Bobusang. The Chungnam Culture and Tourism Foundation, in collaboration with the Hongju Culture and Tourism Foundation's Cultural City Center, is hosting the "2026 Bobusang Cultural Festival: Bobusang, a Symbiotic Marketplace Connecting Regions." Running from 12:30 PM to 9:00 PM, this unique event aims to transcend simple cultural reenactment, creatively weaving traditional heritage into the fabric of the modern local economy.

Historically, Bobusang guilds were itinerant peddlers who traveled across towns and regions carrying goods on their A-frames, playing a critical role in boosting local commerce, exchanging information, and uniting communities during the Joseon Dynasty. This festival breathes new life into that legacy by adapting traditional trading methods, rules, and mobile cultures into immersive storytelling experiences. Visitors of all ages—from children to seniors—can step into the shoes of "modern-day peddlers," carrying local specialties on traditional A-frames (jige) through a lively marketplace filled with a blend of traditional gugak and modern band music. Interactive programs, such as learning secret swordplay to fend off legendary bandits and tigers, add a layer of playful adventure to the cultural celebration. 

Crucially, the festival is designed to directly support and revitalize the local commercial district surrounding Naepo. Rather than acting as a standalone event isolated from the community, it actively partners with the Chungnam Bobusang Association and the Naepo Merchants Association. Local merchants are core participants who operate food and product booths directly within the festival layout. Furthermore, receipt events encouraging visitors to use nearby local commercial shops seamlessly link the festival grounds with surrounding stores, creating a cohesive marketplace loop where cultural foot traffic immediately translates into real economic vitality for small business owners.

Lee Ji-won, Head of the Arts Promotion Division at the Chungnam Culture and Tourism Foundation, noted that the foundation has long pondered how to meaningfully connect the spirit of Bobusang with contemporary society. By recreating the peddlers' historical role of connecting people and goods to stimulate regional markets, the festival serves as a blueprint for sustainable community cooperation where local merchants and residents build the event together. Organizers hope that everyone visiting the festival will enjoy exploring Naepo as modern peddlers while contributing to the flourishing local economy.