‘Spicy Flavor’ Returns to Seoul After 3 Years … Nutritional Chili Hot Festival Held at Seoul Plaza

Yeongyang-gun, the Only Local Government Nationwide to Resume Single Agricultural Product Festival

The young women promoting chili peppers are creating promotional images in the chili pepper tunnel.

[Asia Economy Yeongnam Reporting Headquarters Reporter Kim Gwiyeol] Want to try some spicy flavor?

The Yeongyang Chili Pepper Festival, which announces the ‘hot’ chili pepper taste, will be held. Yeongyang County announced on the 4th that the ‘2022 Yeongyang Chili Pepper Hot Festival’ will be held for three days from the 28th at Seoul Plaza under the slogan ‘K-Spicy Flavor! Sweet and Spicy Yeongyang Chili Pepper~’.

This is the 14th rural-urban win-win agricultural specialty product event and the first in three years since COVID-19.

Starting in 2007, the ‘Yeongyang Chili Pepper H.O.T Festival’ held at Seoul Plaza is the first local government event to directly approach consumers in the capital Seoul with a single agricultural product theme of chili peppers.

It started as an integrated marketing event but has now established itself as a rural-urban win-win festival awaited by Seoul citizens.

This year, in line with K-contents, it plans to properly convey the K-spicy flavor of Yeongyang chili peppers and satisfy urban consumers’ consumption desires with a rich and substantial program.

Unlike previous years, the focus will be on integrated marketing of agricultural specialty products by reducing unnecessary stage events and tasting events to comply with quarantine measures, concentrating on promoting chili peppers.

The highest quality Yeongyang chili peppers and chili powder, grown with sweat and dedication in Yeongyang County, along with various agricultural specialty products, will be presented to urban consumers. Over 60 farms, Yeongyang Chili Pepper Distribution Corporation, Yeongyang Nonghyup, Namyeongyang Nonghyup, and excellent chili powder processing companies will also participate.

Before the event, on the 26th, a special broadcast on Yeongyang County will air on ‘KBS 6 O’clock My Hometown,’ and on the first day of the event, the 28th, OBS Gyeongin Broadcasting will provide live coverage to offer a vivid on-site experience. The event will feature agricultural specialty product exhibitions and sales, promotional exhibition halls, citizen participation experience events, and the Yeongyang Chili Pepper Theme Park.

At the exhibition and promotional booths, there will be displays of ‘Eumsik Dimibang,’ the first Korean-language cookbook written by Lady Jang Gye-hyang, a virtuous woman of the county, and a ‘Culture and Tourism’ promotional exhibition hall. The Yeongyang Chili Pepper Theme Park, which has become a hot place at Seoul Plaza, will offer a preview of autumn rural life full of local characteristics and a healing space where urban citizens can relax.

Also, the Yeongyang Chili Pepper Misses, a promotional delegation for agricultural specialty products, will roam the site to boost sales, and a splendid performance for citizens will elevate the festival’s prestige for urban visitors.

The Korea Agricultural Managers Yeongyang County Federation plans to conduct pre-quality control for all processes from cultivation to harvest, drying, and product packaging to supply safe food.

Oh Do-chang, the mayor of Yeongyang County, said, “We are preparing steadily for metropolitan consumers who have been waiting for the Yeongyang Chili Pepper Festival despite the fatigue caused by COVID-19, and we will devote our efforts to branding Yeongyang chili peppers as premium products and globalizing them.”

This content was produced with the assistance of AI translation services.