DAEJEON — The Daejeon 0시 (Zero O'clock) Festival has cemented its status as a major success, attracting a remarkable 2.16 million visitors over nine days and generating an estimated 402.1 billion won ($300 million USD) in direct and indirect economic benefits. According to a city report, this marks the second consecutive year the festival has achieved the highest attendance in the shortest amount of time among domestic festivals.
The economic windfall includes 110.8 billion won in direct effects and 291.3 billion won in indirect effects, primarily from visitor spending on dining and lodging. The festival also created short-term job opportunities for 2,808 university students.
The event’s success extended to the digital sphere, with festival-related content views surging by 49% from the previous year to reach 17.28 million. Daejeon also topped Google Trends searches among all local governments in South Korea during the festival period.
Citizen engagement was a key highlight, with the number of participants in public performances, including a large-scale citizens’ choir, increasing by 78% to 3,294 individuals. When including the 1,695 volunteers, nearly 5,000 people contributed to the festival's operation.
A family-themed park at the former Chungnam Provincial Government building attracted 530,000 visitors. Merchandise sales featuring the city's character "Dream Family" saw a 46% increase, totaling 230 million won. "Dreamdoli" walnut cookies, a popular local treat, sold 9,395 boxes during the event.
The festival’s achievements have made it a model for other local governments. Representatives from more than 10 municipalities, including Wonju, Hwacheon, Cheonan, and Boryeong, have visited to benchmark its strategies.
The festival also maintained its reputation as a "three-no" festival (no accidents, no waste, no price gouging) for the third year in a row. An average of 817 safety personnel were on-site daily, supported by an AI-based crowd management system. The event promoted sustainability with the use of 1.35 million reusable containers and an environmental campaign that drew 8,000 participants.
City officials credit the festival's success to a combination of factors, including the popularity of the Hanwha Eagles baseball team and Daejeon's reputation as a foodie destination. Mayor Lee Jang-woo stated, "This year, the passion and participation of our citizens created a festival that boosted the economy, enhanced the city's brand value, and was truly community-driven." He added that future plans include expanding programs to other parts of the city and enhancing international content to develop the festival into a global event.
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