SEOUL, April 14 (AJP) - Namwon City hosted a press day and ambassador networking event on April 10 in Seoul to mark 20 days ahead of the opening of the 95th Namwon Chunhyang Festival, South Korea’s longest-running local cultural celebration.
Held at Park Hall in the Peace & Park Convention Center in Yongsan-gu, the event brought together travel journalists, foreign correspondents, influencers, and cultural figures to preview this year’s expanded festival lineup and global ambitions.
The Chunhyang Festival is rooted in Chunhyangjeon (The Tale of Chunhyang), one of Korea’s most iconic folktales and a cornerstone of the Pansori storytelling tradition. It tells the story of Seong Chunhyang, the daughter of a lowborn Gisaeng, a female court entertainer, and her steadfast love for Lee Mongryong, the son of a nobleman. Despite separation, social boundaries, and the abuse of power by a corrupt magistrate, Chunhyang remains loyal—her story enduring as a symbol of integrity and resilience.
The press event unfolded in two parts. In the first, Namwon officials laid out the highlights of this year’s festival, themed “The sounds of Chunhyang open the world.” Attendees were invited to explore more than 150 programs spanning Korean traditional music, global collaborations, and fusion performances that combine sound and technology. The festival will run from April 30 to May 6 in Namwon.
The session was hosted by traditional musician and 1992 Miss Chunhyang winner Oh Jung-hae, who guided the audience through a promotional video on the festival’s legacy before introducing a live showcase. Jung Myung-hee, representing the Jo Gap-nyeo Traditional Dance Conservation Association, performed Seungmu, a meditative monk’s dance. Oh then followed with a performance of Sori, a traditional Korean vocal style.
One of the most anticipated moments came with a Hanbok fashion show featuring past Miss Chunhyang titleholders and Namwon Mayor Choi Kyung-sik. The models wore designs by master Hanbok designer Kim Hye-soon, offering a striking visual tribute to Korean elegance and tradition.
The second session focused on global outreach. Namwon City introduced plans to expand the Chunhyang Ambassador program through new networking opportunities with former and current Miss Chunhyang winners. A roundtable discussion is expected to follow, as part of preparations for the festival’s centennial in 2030.
Launched in 1931, the Namwon Chunhyang Festival celebrates the love story of Chunhyang and Lee Mongryong. This year’s edition includes 100 performances featuring the sounds of Korea, international fusion, immersive cultural experiences, and the city’s signature Gugak showcase.
The official Miss Chunhyang pageant will take place on April 30, and for the first time, contestants from the United States and Canada will join the competition.
Other highlights include the return of the Theborn Zone and Barbecue Zone in partnership with celebrity chef Baek Jong-won, expanded venues across Gwanghalluwon Garden, Yocheon streamside, Guemam Park, and the Canola Flower Garden, as well as new additions like a 300-person community concert titled Life Is But a Dream and a Chunhyang Festival Archive Exhibition.
reporter
Park Sae-jin
swatchsjp@ajunews.com
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