Hapcheon Yellow Clay Hanwoo Festival

The Hapcheon Yellow Clay Hanwoo Festival is an annual fall event that has been held every year since 2023, when Hapcheon County in South Gyeongsang Province first organized it to promote the local Hanwoo brand, “Hapcheon Yellow Clay Hanwoo.” This year marks the festival’s fourth edition. Hapcheon Yellow Clay Hanwoo is a Hanwoo brand that has been jointly operated by Hapcheon County and the Hapcheon Livestock Cooperative since its registration as a trademark with the Korean Intellectual Property Office in 1999. The cattle are raised on a specialized feed supplemented with yellow clay for at least 16 months, resulting in tender meat and rich flavor that are highly favored by consumers. The festival has been organized and hosted by the Hapcheon Livestock Cooperative and sponsored by Hapcheon County, and it has been characterized by a steady increase in both visitor numbers and sales with each successive edition. The first festival, held in October 2023, attracted approximately 30,000 visitors, while the third festival in 2025 drew about 79,000 visitors over three days and recorded 1.2 billion won in sales, establishing itself as Hapcheon’s flagship brand event. Given this trend, the fourth festival—which will be held with the benefit of accumulated operational experience—is likely to feature a larger scale and a more extensive program than previous editions.

- Balloon shows, live commerce, surprise agricultural product auctions, opening ceremony (including a celebratory performance), fireworks - JW Marriott Hotel Food Festa (2 sessions), Olympiad, National Singing Contest, Hapcheon County Citizens’ Arts Festival, Healing Concert - Magic shows, barbecue zone events, surprise agricultural product auctions, live commerce, Hapcheon IN Concert (closing performance) - Food: Hapcheon Yellow Clay Hanwoo (purchase at the barbecue zone and taste on-site), Hanwoo yukgaejang, festive noodles, etc.