한국 축제산업 ‘패러다임 전환’ 고민할 때 [왜냐면]

South Korea's festival industry is facing a "paradigm shift" as it prepares for the future. With the number of local festivals increasing by over 37% in just six years, from 884 events in 2019 to 1,214 in 2025, the industry has seen a significant rise in budget as well. From 3.448 billion won in 2019 to a staggering 6.195 billion won in 2025, the increase in funds highlights the growing importance of festivals in promoting regional economies and tourism.

Festivals have become a crucial policy instrument for revitalizing local economies. The Korea Tourism Organization estimated that the cultural and tourism festivals contributed 5,827 billion won to the economy last year. The Ulsan Twin Rivers Lantern Festival, with a budget of 780 million won, generated over 442 billion won in visitor spending. The Gangneung Coffee Festival, attracting 52,000 visitors and generating 442 billion won in consumer spending, is another example.

While the sheer number of attendees is a testament to the growth of the festival industry, the quality of these events needs to be evaluated. Historically, festivals have been judged primarily on the number of visitors, but this metric alone does not capture the essence of a successful festival. For instance, Oktoberfest in Germany attracted 6.5 million visitors last year, but its success lies in its ability to encapsulate the region's identity through its signature elements like beer, Bavarian cuisine, clothing, and lifestyle culture.

Similarly, SXSW in Austin, Texas started as a music festival and has evolved into a platform for music, film, technology, exhibitions, conferences, and business networking.

The success of global festivals often stems from their clear objectives and the unique local characteristics they showcase. The common thread among successful international festivals is not just importing successful programs from other cities, but rather transforming the city's culture and industry into a platform for the festival.

To ensure the long-term success of Korean festivals, a shift in their operational structure is necessary. Global festivals take years to develop, requiring prolonged implementation, trials, and experience. However, in Korea, festivals often face disruptions in direction due to frequent changes in local government officials and rotating civil servants.

To address this, the concept of "organizational memory" is essential for festival management. Professional festival organizations and tourism foundations can manage brands and content on a long-term basis, while local governments should focus on providing stable funding, transportation, safety, and public infrastructure support.

Additionally, companies should not be limited to mere sponsors; they can act as partners by showcasing new products, gauging consumer reactions, and meeting both domestic and international buyers at the festival. Expanding the scope of festival operations beyond the festival grounds is also crucial. Even with tens of thousands of visitors at a single festival site, the benefits may be limited if people only stay for a few hours and leave.

Festivals should connect with accommodations, traditional markets, food stalls, local attractions, and regional businesses, transforming various spaces into stages for the festival. This approach ensures that visitor spending and consumption ripple throughout the region, benefiting local businesses and creating new markets. Most importantly, the purpose of the festival should be evident to the local community.

It should have a clear reason for existing in that particular region, offering something unique that cannot be found elsewhere. As Korean festivals move beyond merely attracting large crowds, they must ask themselves: what remains in the community after the festival ends? Has the local economy benefited? Are residents proud of their festival?

Will tourists return to that region? Ultimately, South Korea's festival industry must transition from a competition based solely on size to one that emphasizes purpose, identity, industry, and sustainability.