Yangju City Launches Urban Brand Promotion with 'Paldo Gangsan Byeolsan Road' Tour of Major Tourist Destinations

Yangju City in Gyeonggi Province conducted promotional activities for its local festivals targeting tourists by visiting Cheongnyeongpo in Yeongwol, Gangwon Province, and Jeonju Hanok Village in Jeonbuk Province on March 13 and 14.

This promotional activity marked the first itinerary of the "2026 Yangju City Urban Brand Nationwide Promotion Project, Paldo Gangsan Byeolsan Road." Through this project, the city plans to establish its first nationwide promotion model and raise awareness of its urban brand.

The city is promoting itself by directly visiting major tourist attractions across the country using the SNS character "Byeolsan." The "Byeolsan Car," a vehicle decorated with character stickers, was used to travel to various tourist attractions for the promotion.

On-site, Byeolsan participated in commemorative photo sessions and events with tourists, introducing the Hoeamsa Royal Festival, Yangju's representative traditional cultural festival. Tourists were informed about the festival schedule and Yangju's tourism resources to attract their interest.

This promotional campaign used a "reverse promotion" approach, visiting popular tourist destinations nationwide to promote local festivals. Video content filmed on site is scheduled to be released through the "Yangju Byeolsan" YouTube channel.

Kim Youngjun, public relations officer, stated, "Through nationwide promotional activities utilizing the SNS character 'Byeolsan,' we will widely promote Yangju City's tourism resources and festivals, while raising awareness of our urban brand."

The 9th Yangju Hoeamsa Royal Festival, the city's representative traditional cultural event, is scheduled to be held at the Hoeamsa site in Yangju from April 17 to 19.

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