Culture ministry launches fair price campaign at Boryung Mud Festival

The culture ministry said Friday it has launched a new campaign to ensure fair pricing and warm hospitality at the Boryung Mud Festival, marking the start of a broader push to upgrade South Korea's flagship cultural events.

Officially titled the '2026 Global Festa Check-In' campaign, the initiative focuses on disclosing reasonable food prices, improving service and facilities, and expanding unique local experiences. The name 'Check-In' refers to both the inspection of food costs and operational readiness, and the act of foreign tourists checking into these global festivals.

To encourage participation, organizers have introduced a relay stamp tour featuring the character Wally, inviting visitors to collect stamps across six designated global festivals. Those who complete the tour or verify food prices through the 'Food Alio' event will receive souvenirs such as keycaps and keyrings, along with food coupons usable at the Boryung Mud Festival.

The launch was formalized at a declaration ceremony held July 31 at the festival grounds in Boryung, where ministry officials joined local government representatives from the participating cities. The campaign is scheduled to continue through the second half of the year, covering major events including the Andong International Mask Dance Festival and the Jinju Namgang Yudeung Festival.

Beyond the pricing campaign, the Boryung Mud Festival has upgraded its infrastructure to better accommodate foreign guests. New additions include an outdoor K-beauty experience zone and the extension of mud activities into the evening hours. Organizers have also expanded luggage storage facilities and introduced a dedicated mobility platform for foreigners.

Kim Dae-hyun, the second vice minister of culture, sports and tourism, emphasized that the project is a key component of a broader tourism movement aimed at fostering fairness and kindness. "This campaign was prepared to create festivals that people want to visit again by spreading fair prices and friendliness, which tourists value most," Kim said. He added that the ministry plans to sustain the campaign across all selected global festivals to cultivate them into representative tourism content that the world can enjoy with confidence.

Last year, the Boryung Mud Festival attracted a total of 1.69 million visitors, including 130,000 foreigners.