870,000 Visit 'Daejeon Midnight Festival' in First Three Days After Opening
by Mo Seokbong
Published 12 Aug.2025 09:40(KST)
About 100,000 More Visitors Than Last Year's 779,928
Significant Increase in Family Visitors
Despite the heatwave and occasional rain, the 'Daejeon Midnight Festival' attracted 870,000 visitors over the three days following its opening on August 8.
This is 100,000 more than the 779,928 visitors recorded during the same period last year. Although there were occasional showers, the cooler-than-usual weather is believed to have led to an increase in family and group visitors.
In particular, the growth in visitor numbers was also attributed to the expansion and improvement of experience and event booths compared to last year, as well as the popularity of the Kkumdori Matjaem Series, which features ramen, Makgeolli, and walnut cookies.
Booths that had previously only been for viewing have mostly been transformed into interactive experiences for visitors. In particular, the sister and friendship city promotional booths offered a variety of activities and beverage tastings, which proved highly popular among citizens drawn to the flavors of the world.
An official from the Daejeon City General Situation Room explained, "The K-POP concert has traditionally been the time when the largest crowds gather each year, but this year, the area around the stage was not as crowded as to raise concerns about crowd accidents. This is because many family visitors left before the concert, and attendees generally followed safety rules well."
Visitors also cooled off with Daejeon's signature tap water, 'It's Water,' provided by the Waterworks Headquarters, and at the Daejeon Fire Department's experience center, they learned how to use fire extinguishers firsthand, raising awareness about safety.
The popularity of the Kkumdori Matjaem Series soared thanks to the Midnight Festival. In particular, the walnut cookies, introduced for the first time, sold 3,400 boxes over three days, and ramen and Makgeolli also saw significant cross-purchase effects.
Daejeon Mayor Lee Jangwoo said, "Although the weather was unpredictable even in early August, it turned out to be ideal for enjoying the festival. We will continue to prioritize safety for the remaining six days."
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