[KMOVIE Issue] 15 Million-Viewer Box-Office Hit 'Wangsa-nam' Shot Location in Yeongwol Draws a Big Turnout for Eco-Friendly Market 'Jjomarket'—1,500 Attendees

A 15 Million-Viewer Box-Office Breakout 'Wangsa-nam' Shot in 'Yeongwol' Draws a Huge Crowd at the Local Market 'Yeongwol Jjomarket'

The key filming location of the 15 million-audience film 'Wangsa-nam'—'Yeongwol', Gangwon Province—has rapidly emerged as a nationwide travel hotspot. In particular, the local market 'Yeongwol Jjomarket' held at 'Cheongnyeongpo' in 'Yeongwol' drew more than 1,500 tourists and local residents, recording an overwhelming surge in popularity. 'Jjomarket' is a name derived from the local dialect term 'Jjomada' and the adjective 'Jjoemhanhada'. Crowds flocked in to experience the film’s visual beauty firsthand, presenting a new success model for revitalizing the local economy.

This 'Yeongwol Jjomarket' was created through a joint planning effort by 'Utteungbulleung Factory', which took root via 'Next Local,' a Seoul-city regional youth startup support program, and the local youth group 'Chubosamsim'. It proved the strong synergy of public-private collaboration. From Jeju to Seoul, creators from 31 teams across the country took part, showcasing original local foods and handmade crafts. With the youths’ innovative planning skills combined with 'Yeongwol'’s traditional values, it has evolved beyond a simple market into a large-scale cultural content experience.

What stood out most was the full-scale adoption of an 'Eco-Friendly' approach. It completely blocks the use of single-use items and prevents waste at its source, perfectly capturing the core value of a harmless rural lifestyle. Visitors also joined in by bringing their own containers and shopping bags to practice 'carbon neutrality'. 'Choi Myung-seo', the mayor of Yeongwol County, said, “The film’s scenery and the youths’ energy helped people rediscover Yeongwol’s true value,” and expressed a commitment to continuing local projects. This is a perfect example of sustainable festival culture.