Jinju City to Host ECA 2026... Opportunity to Elevate City Brand

Accelerating Esports-Centered Culture and Tourism Integration Strategy

Mobile Tours and Nighttime Content

Encouraging Extended-Stay Tourism

Jinju City in South Gyeongsang Province is setting out to become a global cultural city by hosting an international event that combines esports with culture and tourism.

The city announced it will hold the "2026 Asia Esports Championship (ECA 2026)" at Jinju Indoor Gymnasium for three days from April 24 to 26, 2026, and will leverage the event to actively enhance its city brand competitiveness.

[Photo title=Jinju] Namgang Starry Night Picnic Photo

The tournament will feature participants from seven countries: Korea, China, Japan, Vietnam, Thailand, the Philippines, and Mongolia. Top-tier athletes, who are also preparing for the Asian Games, will compete and deliver high-level matches. Official competitions will include six titles: PUBG Mobile, eFootball, Street Fighter 6, Tekken 8, King of Fighters XV, and Eternal Return. In addition, the K-POP dance-based AI platform "Stepin" will be featured as an exhibition event, bringing the total to seven categories.

Notably, the event will go beyond a simple, match-focused sports event to present convergent content that combines the dynamism of esports with Jinju’s unique cultural assets. It is expected to serve as a new cultural platform for exchange and harmony across generations and borders, using esports as a medium.

During the tournament, a variety of cultural performances will be held, mainly at the Chojon outdoor stage. Programs will include music concerts for all generations, musical gala shows, and youth live performances, blending popularity with artistry. These will be complemented by traditional cultural performances and open-air theater, further enhancing Jinju’s cultural appeal.

The Jinju Municipal Korean Traditional Music Orchestra and Symphony Orchestra will also stage performances that incorporate game OSTs, creating an unusual fusion of esports with classical and Korean traditional music. Hands-on cultural experience programs and the street-style cultural content "Monthly Hero" will be available for both citizens and tourists, expanding the range of participatory content.

Jinju City also aims to strengthen its image as a destination for extended-stay tourism. On April 25, a special "Asia Esports Linked Tourism Tour" will be offered to foreign athletes, giving them the opportunity to experience Jinju Fortress in traditional hanbok, a cruise on the Namgang River, a visit to the Namgang Lantern Exhibition Hall, and a trip to the Olbam Night Market—showcasing the city's signature tourist attractions.

Additionally, the city will operate a special "Mobile Stamp Tour" during the event, linking key locations such as Jinju Indoor Gymnasium, Jinju Fortress, and Jinju Daecheop History Park. Participants will receive souvenirs, encouraging them to visit more sites and expanding the tourism route.

Nighttime tourism content is also being enhanced. The strategy is to increase visitors’ length of stay through programs such as the "Spring Starlight Music Salon," which combines busking with local food, and the "Night Walking Tour," an immersive performance that tells the historical stories of Jinju Fortress.

[Photo by Jinju City] Night walking tour photo

On-site promotion will also be actively pursued. Tourism promotion booths will be set up around Jinju Indoor Gymnasium, and local characters "Hamo" and "Ayo" will be used to draw visitors' attention and provide tailored tourism course recommendations. This is expected to expand visitor movement throughout the city and contribute to revitalizing local businesses.

Jinju City plans to nurture this event as a strategic content platform that goes beyond sports, integrating culture, tourism, and industry.

A Jinju City official stated, "With the Asia Esports Championship, Jinju will grow as a hub city for esports, while also establishing itself as a destination for extended-stay tourism that combines culture and tourism. We will continue to strengthen our city’s competitiveness through diverse convergent content."

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