120 traditional markets gather in Gongju for national fair

The 22nd National Excellence Market Fair, bringing together 120 traditional markets and shopping districts from across the country, opened Friday in Gongju, South Chungcheong Province.

The Ministry of SMEs and Startups said the three-day event runs through Sunday at the Artcenter Goma and the Baekje Cultural Land complex in Gongju.

The fair, which began in 2004, showcases outstanding products from traditional markets and shopping districts nationwide and serves as a forum for sharing revitalization efforts. Over the past 22 years, more than 2,000 markets and shopping districts have taken part, with cumulative sales reaching about 28.7 billion won ($21.4 million).

This year's fair is held under the theme "Everyone's Market, Joy We Create Together." The 120 participating markets and shopping districts are presenting regional specialties and top products alongside a range of cultural performances and hands-on programs.

An exhibition and sales hall featuring 80 markets anchors the venue, where visitors can browse products representing each region — from agricultural and marine goods to livestock products, crafts and everyday consumer items.

A food market with 20 participating markets lets visitors sample signature dishes from around the country. A separate youth vendor zone, with 20 booths, highlights products and new food offerings developed by young entrepreneurs.

Several private companies are also joining the fair to help expand sales channels for traditional markets. Kakao, Lotte ON, CJ Logistics, Baemin, Coupang Eats and Hyundai Ezwel are all participating, running programs aimed at strengthening the competitiveness of traditional markets and shopping districts.

Kakao is hosting a "Project Regular Customer" zone and a kiosk experience space, while CJ Logistics is introducing its delivery service to vendors through a parcel drop-off booth. Lotte ON and Hyundai Ezwel are supporting product sales through online promotions including live commerce events.

Interactive events for visitors are plentiful. On opening day, a nationwide auction show put top products from leading markets on the block starting at 100 won. A "Sinbaram Concert" featuring Lee Chan-won, Seol Ha-yoon and Heo Chan-mi followed at 5 p.m.

On Saturday, a tteokbokki tour will let visitors sample four varieties of the dish from traditional markets across the country, paired with quizzes and souvenir-making activities. A musical performance of "Catch! Teenieping" for children and a concert featuring Ailee, Urban Zakapa and Hi-Key are also scheduled.

On the final day, Sunday, a "Robocar Poli" musical and a talent show called "Show Off Our Market" — in which vendors from around the country take the stage themselves — will round out the program.

The event reflects a broader shift in how traditional markets are positioning themselves: no longer just places to buy and sell goods, but destinations for regional culture and tourism. The combination of local specialty sales, food experiences and cultural performances is expected to draw younger visitors and families who may be less familiar with traditional markets.

The opening ceremony also included a government awards presentation honoring those who have contributed to traditional market revitalization. Kwon Taek-jun, head of the Busan chapter of the National Merchants Federation, received the Silver Tower Order of Industrial Service Merit, while Son Yeong-han, chairman of the Hakseong Dawn Market merchants association, received the Industrial Service Medal.

Kwon was recognized for leading regional market revitalization events, including the Yeonghonam Excellence Market Fair and Busan Merchants' Day. Son was credited with boosting market competitiveness through the establishment of an early-morning delivery system and joint marketing initiatives.

"Traditional markets are precious spaces that preserve the history and culture of their regions and create new possibilities through the passion and wisdom of their merchants," Ministry of SMEs and Startups Minister Lee So-young said at the opening. "I hope this fair will spread the word about the outstanding products and diverse appeal of traditional markets and become a festival where regions and generations come together."

Lee added that the government would revamp the Onuri gift voucher program to offer greater benefits when used at traditional markets and local commercial districts, and would strengthen policy support to help traditional markets serve as self-sustaining growth hubs for regional economies.