What will Japanese visitors see at Hahoe Seonyu Julbul Nori in Andong and Haman Nakhwa Nori?

In Andong, visitors will watch pouches of charcoal powder hung on ropes over the Nakdong River burn slowly and shower sparks onto the water at Hahoe Folk Village. In Haman, charcoal powder wrapped in hanji is burned on lines above a pond in a display known as falling fire play.

How much do the Japanese tour packages to Andong and Haman cost and what do they include?

The premium package costs about 3.2 million won, or $2,350. It adds Jeonju, Daegu and Busan to the itinerary, while the basic Haman and Andong trips include heritage visits, local food, and event viewing arrangements.

Traditional fireworks tours to draw 1,800 Japanese visitors to Andong, Haman

Q: Why are Japanese tourists being sent to Andong and Haman for traditional fireworks tours?

The tours are part of a government push to drive foreign tourism into historic regions south of Seoul. Officials say pairing regional heritage sites with premium packages is meant to attract Japanese visitors, encourage longer stays, and create more lucrative travel products.

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Summary

About 1,800 Japanese travelers are heading to Andong and Haman this month on specialized tours centered on traditional flame festivals, the Ministry of Culture, Sports and Tourism and the Korea Tourism Organization said Friday. In Andong, about 300 visitors will watch Hahoe Seonyu Julbul Nori through the end of October, while 1,500 tourists will attend Haman Nakhwa Nori on Oct. 15. Officials hope the packages will turn regional heritage sites into higher-value, longer-stay travel products for Japan.

Key Facts

Hahoe Seonyu Julbul Nori dates to the Joseon Dynasty and features charcoal powder hung on ropes over the Nakdong River, sending sparks onto the water at Hahoe Folk Village.
The Andong package includes a dedicated viewing zone and traditional souvenirs.
Haman Nakhwa Nori means falling fire play and uses charcoal powder wrapped in hanji, or traditional mulberry paper, burned on lines above a pond.
The Haman itinerary includes the Marisan Tumuli, a UNESCO-listed cluster of ancient Gaya tombs, and local dishes such as ox head soup and rice steamed in lotus leaves.
A premium package priced at about 3.2 million won adds Jeonju, Daegu and Busan.

By Jhoo Dong-chan

Published Oct 2, 2026 11:57 am KST

About 1,800 Japanese travelers are heading to Andong and Haman this month on specialized tours built around centuries-old flame festivals, marking a major government effort to drive foreign tourism into historic regions located 190 to 280 kilometers south of Seoul, the Ministry of Culture, Sports and Tourism and the Korea Tourism Organization (KTO) said Friday.

In Andong, North Gyeongsang Province, about 300 visitors will watch "Hahoe Seonyu Julbul Nori" on five dates through the end of October. In the tradition, which dates to the Joseon Dynasty (1392-1910), pouches of charcoal powder hung on ropes over the Nakdong River burn slowly, showering sparks onto the water at Hahoe Folk Village, a UNESCO World Heritage site.

Japanese Prime Minister Sanae Takaichi watched the display in May during a summit with President Lee Jae Myung in Andong. The package, developed by the KTO's Japan offices and the Japan Association of Travel Agents, includes a dedicated viewing zone and traditional souvenirs.

In Haman, South Gyeongsang Province, a record 1,500 Japanese tourists will attend a special "Haman Nakhwa Nori" event at Mujinjeong Pavilion on Oct. 15, up from 500 in 2024 and 1,000 last year. The display, whose name means "falling fire play," uses charcoal powder wrapped in "hanji," or traditional mulberry paper, burned on lines above a pond.

The itinerary includes the Marisan Tumuli, a UNESCO-listed cluster of ancient Gaya tombs, and local dishes such as ox head soup and rice steamed in lotus leaves. A premium package priced at about 3.2 million won ($2,350), which adds Jeonju, Daegu and Busan, is also on sale.

By pairing regional heritage sites with premium pricing, officials hope to transform rural excursions into lucrative travel trends — a formula aimed squarely at Japan, a mainstay of Korea’s tourism market.

"Japan is a mature market with the highest rate of repeat visitors—many coming to Korea four times or more—making killer content tailored to distinct regional themes highly effective in attracting tourists," said Jung Seok-in, executive director of the International Tourism Division at the Korea Tourism Organization.

"We will continue to uncover high-value tour products that not only disperse Japanese visitors into the provinces, but also encourage longer regional stays," he added.

This article was published with the assistance of generative AI and edited by The Korea Times.

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