Gijang-gun Local Branding and Local Content Platform
Gijang-gun Local Branding and Local Content Branding Platform Operation
Busan Gijang-gun Daebyeon Village Anchovy Festival
"Beyond simple tourism, experience the 'Precious Anchovy Village' directly!"
Daebyeon Village in Busan Gijang-gun is remembered by many as a place to visit for the Anchovy Festival. However, Daebyeon Village is transforming from a mere tourist spot where people just come to see the sea and eat anchovies into a completely new type of tourism.
✅ This transformation is into a story-based experiential tourist destination known as 'Precious Anchovy Village.'
The 2026 Anchovy Festival in Daebyeon Village is not just a local festival.
✅ It marks the starting point of creating a local brand called 'Precious Anchovy Village.'
Now, Daebyeon Village is evolving into a place where visitors can experience, remember, and want to return to, rather than just a place to quickly pass through.
???? The Real Story of Daebyeon Village (The Beginning of the Local Brand) Daebyeon Village is not just a fishing village. Located along the East Sea, it was once the center of maritime trade known as 'Daebyeonpo' and has been a fishing community for generations. The anchovies here are not just seafood.
✅ They are the result of a life intertwined with the sea and its people. That’s why the villagers call them 'Precious Anchovies,' and the brand that was born here is 'Precious Anchovy Village.'
???? The Core Structure of Local Branding
The Daebyeon Village brand is not just a name.
✔ Sea (Nature)
✔ Anchovy (Industry)
✔ Fishing Village (Culture)
✔ Port (History)
These four elements combine to form
???? a 'Fishing Village Maritime Cultural Tourism Brand.'
This structure expands from 'Food' → 'Story' → 'Content' → 'Tourism.'
???? Key Changes
✔ The story of anchovies returning
✔ Setting guardians to protect the sea
✔ Character-based tourism content
✅ The entire Daebyeon Village transforms into a storytelling space.
???? Experiential Content (Transforming into Stay Tourism)
Daebyeon Village is no longer just a place to visit for 1-2 hours.
✅ The structure shifts from tourists to participants to content creators.
???? 'Precious Anchovy Village' Character & IP Strategy
The core of this project is not just tourism but an IP-based expansion.
✔ Character merchandise
✔ Photo zones
✔ Webtoon-style content
✔ Social media content
✅ A single character connects tourism, products, and content.
???? Online Event
This year's Anchovy Festival is fully connected online.
???? Participation Benefits
✔ A refreshing 'Starbucks Americano'
???? Just visiting or participating is beneficial, with offline participation perks
???? Collect directly from the Gijang-gun local branding event booth at the Anchovy Festival!
It’s a win-win just for participating!
Source :https://blog.naver.com/bskijang/224258827926
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