[1-Minute cut] “There’s nothing to do in Jeonju Hanok Village”… The current state of Jeonbuk’s tourism policy missing both ‘taste’ and ‘style’

[Cheonji Ilbo Jeonbuk=Reporter Kim Dong-hyun] In early June, when Memorial Day coincided with the weekend, Jeonju Hanok Village was crowded with tourists. However, both merchants and visitors pointed out a lack of engaging attractions and inadequate amenities.

Despite programs such as traditional performances, crafts workshops, and the Jeonju Night Tour, many expressed that “while unique, the experiences still fall short.”

A hanbok rental shop owner noted a decline in customer demand and called for new events and improvements to the local environment. Local craft artists voiced disappointment over the reduced number of cultural and artistic events, adding that they have felt little in terms of administrative support. Tourists also pointed out the limited number of restaurants, lack of adequate rest areas, and insufficient variety, saying they were left disappointed given their high expectations for Jeonju’s famous “taste and style.”

In response, North Jeolla Province (Jeonbuk) announced a vision to establish itself as a hub for “K-culture, sports, and tourism industries” in 2025, with plans to invest a total of 399.2 billion won into the sector.

Meanwhile, a 2022 policy report by the Korea Culture & Tourism Institute evaluated that traditional cultural content in Korea remains largely centered on experiences for foreign tourists, while efforts to build regional branding, integrate modern design, and develop stay-type programs are still lacking. The report also noted that traditional culture is mostly operated through local government–led festivals and has not yet expanded into a private sector–driven content industry.

While traditional culture–based tourism remains popular, concerns remain over the sustainability of the content and the lack of a collaborative regional framework. There is a growing call for real change—so that Hanok Village becomes more than a stopover, and begins to take root as a true example of “regional K-culture.”