[Reportage] The Village from 'Hope'... Namchang in Haenam Emerges as a K-Content Hub

No. 1 at the Box Office, Over 2.4 Million Viewers in Just One Week
Positive Synergy Anticipated Between the Film’s Success and Local Economic Vitalization

Director Na Hong-jin's sci-fi action thriller film Hope has attracted more than 2.4 million viewers within just one week of release, proving to be a box office hit. While theaters remain crowded with moviegoers each day, there is another scene brimming with excitement outside the screen: Namchang-ri in Bukpyeong-myeon, Haenam-gun, Jeollanam-do, which served as the film’s main stage over the past eight months.

The popularity of Hope has brought increasing foot traffic to Namchang-ri as well. This is thanks to the acceleration of the 'Bukpyeong Cultural Street Development Project,' in which Haenam-gun is investing its entire project budget.

Namchangri Street, where old buildings and a nostalgic atmosphere come alive. The entire street, imbued with the history of existing structures, is being reborn as an immersive tourist destination. Photo by Lee Jungkyung

‘Movie Street’ Signboard Welcomes Visitors

On the morning of July 22, Namchang-ri, Bukpyeong-myeon, Haenam-gun. As you enter Namchang-ri along National Road No. 13, the first thing you notice is a signboard reading ‘Hope, Movie Street.’ Three-dimensional tactile paving inspired by the alien footprints from the film stretches along the road surface. From the moment you step into the village, it feels as if you are being drawn into the world of the film.

Upon entering the old town, visitors are greeted by sets used during filming. Inside the village terminal, the police station set from the film is preserved exactly as it was. On the wall of the local supermarket, a retro-style 'funeral parlor' sign is displayed. Even on a weekday, tourists at the site are busy snapping photos to capture memories.

Of course, the transformation is not yet complete. Foundation work is actively underway in various spots, suggesting that the renovation is just taking its first steps.

Directional signboard for 'Hope, Movie Street' installed at the entrance of Namchang-ri, Bukpyeong-myeon, Haenam County. From the moment visitors enter the village, they are guided into a scene from a movie. Photo by Lee Jungyeong

However, Namchang-ri’s unique asset is clear. The village itself is filled with old buildings that evoke the sentiments of the 1980s. Without having to build massive new sets, simply adding mural photo zones and efficient visitor pathways to the existing architecture gives the entire street the potential to become a giant movie set.

A local merchant encountered on site said, “Since the film’s release, there’s definitely been an increase in visitors,” adding, “Once the experience zones and signboard street are fully prepared, and the set atmospheres are organized, far more tourists will stay for extended visits.”

Cultural Street Completed in Three Phases: Accessibility, Immersive Content, Commercial Integration

The 'Bukpyeong Cultural Street Development Project,' which is being promoted in three stages from accessibility enhancement to experience zone establishment and commercial area integration. Site preparation work is in full swing in line with the completion schedule. Photo by Lee Junggyung

Haenam-gun’s ‘Bukpyeong Cultural Street’ project bundles a total of ten detailed tasks into a systematic, three-phase execution strategy. This is a multidimensional project structure that goes beyond simple street renewal, taking into account visitor movement lines and the purpose of their stay.

The first and foundational step focuses on enhancing accessibility and intuitiveness for visitors. This includes installing guide signboards at the village entrance, renovating key intersections, and creating tactile pavement featuring alien footprints along the road.

From the moment visitors enter the village, these measures provide a strong sense of immersion, as if they have stepped into the world of the movie, and naturally guide them into the heart of the old town without confusion.

Police vehicles and retro-style funeral home signs during the film shoot. Tourists visiting the site are taking photos to capture memories. Photo by Lee Jung-kyung

The second phase, cultural enrichment, aims to strengthen visual and cultural attractions that encourage visitors to linger in the village. Various gates symbolizing the film, themed photo zones, and detailed layouts recreating scenes from Hope will be installed throughout the village.

The goal is for visitors to take photos and share stories on every street, naturally increasing their length of stay so that the area is not just a place to pass through, but a site to experience and remember.

The final, third phase—commercial integration—serves as the pivotal link connecting visitor traffic to the revitalization of the local economy. This stage includes establishing retro signboard streets reflecting the 1980s ambiance, creating immersive cinema experience zones, and completing the Haewol-ro photo spot.

The essence is to ensure that, after enjoying cinematic experiences, tourists are naturally routed to nearby cafes, restaurants, and local specialty shops, thus stimulating regional commerce.

An official from Haenam-gun said, “We are doing our utmost to complete the project on schedule and maximize the synergies generated by the film’s release,” emphasizing that “the focus is on visualizing Namchang’s unique atmosphere.”

Since the release of the movie Hope, the number of tourists visiting Namchang-ri has increased significantly. Local merchants' expectations are rising, anticipating that the number of stay-over tourists will further grow once the maintenance project is completed. Reported by Joonkyung Lee

“You Must Row When the Water Rises”... Voices from the Field

Set to proceed in stages between 2025 and 2026, this project is not just about environmental improvements; it is a concerted effort to achieve both the commercialization of the film and branding of the local area. If this virtuous cycle works well, it could lead to higher revisit rates and substantial increases in income for small business owners.

Although expectations are high among locals, there are also practical challenges. As it will take time to fully complete the movie set installations, there’s a need for “intuitive and swift supplementary actions,” such as setting up photo spots and designing visitor pathways that make the most of the existing retro village atmosphere.

The police station set preserved exactly as it appeared during the filming of the movie features an old telephone, typewriter, and chairs. Photo by Lee Jungyeong

As the saying goes, “You must row while the water rises,” local stakeholders urge Haenam-gun to seize this opportunity with differentiated set designs and swift infrastructure improvements. If the public and private sectors unite to accelerate the completion of the set’s atmosphere, there is confidence that Namchang-ri can truly emerge as a leading K-content tourist destination in the southern region.

On the sun-soaked streets of Namchang-ri, hope and expectation coexist. In the wake of the wave created by the box office success of Hope, there is great anticipation for the future of Namchang-ri, Bukpyeong-myeon, Haenam-gun—a future that will bear fruit through active communication and continuous improvement.

This content was produced with the assistance of AI translation services.