2026 Yeongyang Chili H.O.T Festival wraps up with 150,000 visitors, W6b in sales

The 2026 Yeongyang Chili H.O.T Festival concluded successfully, drawing large crowds and strong sales over its three-day run.

About 150,000 people visited the festival, held from Friday through Sunday at Seoul Plaza, generating 6 billion won ($4.35 million) in total sales, according to Yeongyang-gun.

Held under the theme "The Original K-Spice — Yeongyang Chili Is Alive," the festival featured more than 80 booths selling and promoting local agricultural specialties, including dried chili peppers, chili powder, apples, fermented sauces, makgeolli and livestock products.

The sales figure combines on-site purchases, 5 billion won from TV home shopping, and 1 billion won in advance orders.

Chili powder was a standout seller this year, as more consumers opted for it over whole dried peppers for its ease of use and storage.

Yeongyang-gun secured and supplied a volume of high-quality chili powder for the event. Dried chili peppers were strictly sorted and quality-controlled by the Yeongyang County Federation of Korean Agricultural Managers.

Fixed pricing and price-labeling policies were enforced at the venue so shoppers could buy with confidence.

Delivery service was available for purchased produce. Customers who spent 300,000 won or more also received a complimentary gift, drawing a strong response from visitors.

"I am deeply grateful to Seoul residents and consumers from across the country who trusted and sought out Yeongyang chili peppers despite the sweltering heat," Yeongyang-gun County Chief Oh Do-chang said. "We will do our utmost to help Yeongyang chili peppers grow into a premium product that captures the palates of people around the world, not just in Korea."