A Leading Winter Festival Satisfying Both Visitors and Local Businesses – The 2024 Seoul Lantern Festival Concludes Successfully with 3.28 Million Visitors

• A total of 3.28 million visitors over 49 days, with 90.8% of them expressing satisfaction.

• 79.6% of local businesses recognize an increase in sales due to the festival.

• Traditional Hanji (Korean paper) lanterns and media art showcased under the theme of traditional and modern games.

• Collaboration with seven partner companies, further advancing as a leading cultural and artistic festival.

• The concurrent 2024 Gwanghwamun Market attracted 1.64 million visitors, solidifying its status as a representative winter festival.

Visitors' Testimonials

▪ “I visited the Seoul Lantern Festival last year and again this year. It was wonderful to appreciate works that captured the beauty of Korean traditions. In particular, the grand depiction of a royal procession from the Joseon Dynasty, stretching from Mojongyo to Gwangtonggyo, felt like a transcendent experience through time and space.” – Dutch Tourist

▪ “It’s truly beautiful. I’ve never seen anything like this before. The mystical media art featuring a whale and various marine creatures in Cheonggyecheon was especially impressive. It’s my first time in Seoul, and the city’s nightscape, illuminated warmly despite the cold winter, is simply breathtaking.” – French Tourist

A Resounding Success with Over 3.28 Million Visitors

The Seoul Tourism Organization (STO), led by CEO Gil Gi-yeon, announced that the 2024 Seoul Lantern Festival, held from December 13, 2023, to January 31, 2024, successfully concluded with a total of 3.28 million visitors.

• This year’s festival returned to Cheonggyecheon after two years, offering a unique nightscape blending the natural environment of the urban stream with Hanji lanterns and various lights.

• By extending operations through the Lunar New Year under the directive of Seoul Mayor Oh Se-hoon, the festival introduced new light installations, including "The Moon of Seoul" and "Dalim and Byeolim." Additionally, a traditional game experience zone and wish tree were added, garnering great enthusiasm from visitors traveling home for the holiday.

Theme and Interactive Experiences

Under the theme "SOUL LANTERN: Play with the Light of SEOUL," the festival featured 242 illuminated sculptures, along with the Light Lantern Playground and Seoul My Soul Shop, offering a variety of interactive activities.

• The Light Lantern Playground at Gwanggyo Gallery hosted over 1,000 participants in special holiday programs for Christmas and the New Year.

• The Seoul My Soul Shop pop-up store attracted 38,235 visitors, allowing them to enjoy Seoul-themed souvenirs reflecting the city's lifestyle.

Creative Lighting Displays & Enhanced Viewing Experience

This year’s Seoul Lantern Festival utilized Cheonggyecheon’s landscape more effectively, expanding beyond traditional riverside displays.

• Lanterns were strategically placed on bridges, trees, and along the pedestrian paths, creating multi-layered light displays visible from different vantage points.

• This creative approach received overwhelming praise from visitors who enjoyed a more immersive viewing experience.

High Satisfaction & Impact on Local Businesses

A survey of festival visitors revealed that:

• 90.8% of respondents expressed satisfaction.

• 91.6% stated they would return for the next festival.

• The most memorable artworks included:

  1. "Mystical Waves" (a media art installation under Gwanggyo Bridge)

  2. "The Royal Procession" (60 lanterns recreating a Joseon-era parade)

  3. "Nongshim Ramen Playground" (featuring the company’s character lanterns)

  4. "Traditional Wedding Procession" (a 30-lantern depiction of a wedding journey)

  5. "Hyeonyoung" (an installation made from 3,099 discarded speakers)

Partner companies also successfully expanded their audience engagement through the festival, using the opportunity to enhance brand awareness.

Additionally, a survey of local businesses in the festival area found:

• 79.6% reported increased sales due to the event, marking a 10.7% rise in positive responses compared to the previous year.

• 84.1% supported the continued hosting of the festival, an 8.6% increase from the previous year.

Strong Industry Collaborations & Safety Record

The 2024 Seoul Lantern Festival grew by 5% compared to last year and partnered with seven major companies to incorporate LED panels, ABR air structures, and various media installations, receiving great acclaim.

Notable corporate contributions included:

• Kakao Mobility: Installed 90 wayfinding signboards and digital guides to improve navigation, ensuring a safe festival with zero accidents during the 49-day event.

• Nongshim: Created an illuminated ramen-themed installation and held interactive events at their Jangtonggyo Bridge booth.

• Bong Joon-ho’s upcoming film Mickey 17: Displayed 17 LED panels over Cheonggyecheon, generating buzz and serving as a popular photo spot.

• Taiwan Tourism Bureau: Presented a Hanji lantern of Taipei 101 and mascot “Ohsiung” holding bubble tea, fostering cultural exchange.

• Joguman Studio (2nd-year participant): Showcased a balloon installation of "Brachio and Woody" to depict a hopeful New Year's moment, becoming a favorite photo zone.

• Avang Bakery: Conducted an SNS photo contest, supporting local businesses.

• AhnLab Blockchain Company: Organized an NFT-based "treasure hunt" stamp tour, enhancing digital engagement for visitors.

Success of the Concurrent "2024 Gwanghwamun Market"

Alongside the festival, the 2024 Gwanghwamun Market attracted 1.64 million visitors, further solidifying its status as a major winter attraction.

• A survey of participating small business owners showed a 92.1% satisfaction rate, confirming the event's positive impact.

Future Plans

Seoul Tourism Organization CEO Gil Gi-yeon expressed his gratitude for the festival's success, stating:

“Returning to Cheonggyecheon after two years made this year’s festival even more meaningful. The overwhelming support from citizens and tourists fueled its success. We will continue striving to uphold Seoul Lantern Festival’s reputation as the city’s premier winter festival.”