KTO Launches Specialized Travel Packages for Andong’s Hahoe Seonyu Julbulnori, Praised by Japan's Prime Minister
Haman Nakhwa Nori Expands Scale in Its 3rd Year, Introducing a Premium 3.2 Million-Won Travel Package

The historic regions of Andong in Gyeongsangbuk-do and Haman in Gyeongsangnam-do are set to be illuminated by Japanese tourists eager to witness Korea's traditional fireworks. In an effort to decentralize Japanese tourists heavily concentrated in Seoul, the Ministry of Culture, Sports and Tourism and the Korea Tourism Organization (KTO) have introduced customized autumn travel packages, drawing approximately 1,800 Japanese visitors to Korea this October.

In Andong, Gyeongsangbuk-do, a specialized travel package for the Hahoe Seonyu Julbulnori—jointly planned by the KTO’s Japan Regional Headquarters and the Japan Association of Travel Agents (JATA)—is operating for a total of five sessions through the end of October. Hahoe Seonyu Julbulnori gained massive attention last May when Japan's Prime Minister personally watched the event during a summit between South Korea and Japan, expressing deep admiration. Through this travel package, around 300 Japanese tourists will visit Andong. In cooperation with the Gyeongsangbuk-do Culture & Tourism Organization, the KTO has established a dedicated viewing zone and is providing traditional souvenirs so that Japanese tourists visiting the UNESCO World Heritage site of Andong Hahoe Village can fully enjoy the enchanting night view.

On the 15th, the Haman Nakhwa Nori Special Day will unfold at Mujinjeong Pavilion in Haman-gun, Gyeongsangnam-do. Marking its third year, the event will welcome a record-breaking scale of 1,500 Japanese tourists. With visitor numbers surging from 500 in 2024 to 1,000 in 2025, and now 1,500, the event has firmly established itself as a signature autumn theme package among high-repeat-visit Japanese travel enthusiasts.

Notably, this year's travel packages are designed to inject real vitality into the local economy by including not only visits to the Haman Marisan Tumuli and Museum, but also local culinary staples like beef soup (someori gukbap) and lotus leaf rice (yeonipbap). Furthermore, the release of an ultra-high-end premium package worth approximately 3.2 million won—which pairs the Nakhwa Nori experience with tours of Jeonju, Daegu, and Busan—highlights the potential for high-value-added inbound tourism.

Jung Seok-in, Head of the International Tourism Division at the KTO, stated, "As Japan is a mature market with the highest repeat-visit rate of travelers coming to Korea four or more times, commercializing killer content that highlights unique local themes is highly effective in attracting tourists. We will continue to develop high-value-added products that not only decentralize inbound Japanese tourists away from major hubs but also encourage longer stays in regional areas."