Andong International Mask Dance Festival (안동국제탈춤페스티벌) Drives Major Transformation in Food Industry

The 2024 Andong International Mask Dance Festival is setting a new standard for the food industry by integrating food concepts inspired by mask dance stories. Running from September 27 to October 6, the festival has already seen over 880,000 attendees, marking a tremendous success.

This year’s festival features an unprecedented number of international performance groups and affordable festival food, drawing the largest crowds in its history. The standout element this year is the food industry, which debuted innovative offerings using locally sourced agricultural products. This approach has opened new horizons for the festival, transforming culinary experiences into attractive content that draws tourists. The food industry’s impact on attracting visitors has proven significant, making it a strategic element in festival attendance.

The transformation of food culture at the festival began with collaboration among Andong City, the Korean Spiritual Culture Foundation, and The Born Korea Co., led by Baek Jong-won. Through consulting, they developed unique festival foods while eliminating overpriced items, allowing both citizens and tourists to enjoy delicious meals without financial strain.

For instance, the storytelling of the 'Yeongtong Skewers,' sold by a butcher in the Hahoe Byeolsin Gut Dance, illustrates this creativity. Additionally, a booth featuring Andong's famous mackerel kimbap drew lines over 50 meters long, showcasing its popularity.

Over 60 food booths, including The Born Zone, night stalls, snack bars, and food trucks, are in operation. To challenge the notion that outsiders profit the most from festivals, most of the 36 The Born Zone booths are run by Andong citizens, ensuring that the local community benefits. Notably, the recipes used in these booths will remain a local asset even after the festival concludes.

Andong Mayor Kwon Si-chang stated, “The festival embodies our philosophy that success lies in integrating cultural, tourism, and food industries. We aim to create a model festival that fosters the convergence of these sectors and continues to revitalize the local economy.