[Report] "Spread Your Own Chicken Sauce and Ride the Cable Car"... K-Chicken Belt in Gumi

Norangtongsun’s "Gumi City K-Chicken Belt Tour": A Day Trip Experience
Half a Day Immersed in Chicken-Themed Stops, Including the First Kyochon Branch
Visiting Travel Destinations Like Galmoeru and Geumosan

At 12:00 p.m. on the 29th, under the sign reading 'Gyochon Tongdak First Store,' more than 20 people filled the tables at Gyochon Chicken Songjeong Branch on Songwon-dong Road in Gumi, Gyeongbuk Province, each busily applying chicken sauces to their food. According to personal preference, participants spread three different sauces on their chicken before taking bites. The 'Gumi Platter,' served one per two people, included a special menu only available at the first branch: 'Blooming Onion,' made with onions from Gumi. Its lotus flower-like appearance and crispy, sweet flavor made it a unique delicacy.

The Gumi Platter served at Gyochon Chicken Songjeong Branch, the first Gyochon Tongdak store in Gumi-si, Gyeongbuk Province. Photo by Hyunjin Jung

Afterwards, participants moved to the shared kitchen at the Gumi Local Food Direct Store and made the ultimate chicken side dish—pickled radish—for themselves. Gumi-grown radishes were cubed and mixed with water, sugar, and vinegar, then packaged, and the task was swiftly completed. "You should not eat it immediately; refrigerate and mature it for three days, and then consume it within two weeks of preparation."

Detailed instructions continued. They also prepared 'Chimak Highball,' a cocktail to enjoy with chicken, by adding green tangerine base and sparkling water to Gyochon’s 'Milky Way Makgeolli 8%,' creating a thick yet sweet-tasting drink. As participants experienced every step from start to finish, the afternoon flew by.

On the afternoon of the 29th, an official is explaining the process of making pickled radish for chicken at the shared kitchen of the Local Food Direct Store in Gumi, Gyeongbuk. Photo by Hyunjin Jung

Morning of the 29th, a view of Gumi city seen from Galmoeru, the first course of the 'Gumi City K-Chicken Belt Tour.' Photo by Hyunjin Jung

Norangpoonseon unveiled to the media in advance the 'Gumi City K-Chicken Belt Tour' courses, which are scheduled to run from October 2 until the end of November. This is part of the 'K-Gastronomy Belt Project,' overseen by the Ministry of Agriculture, Food and Rural Affairs and the Korean Food Promotion Institute. This year, with chicken as the central theme, Gumi was selected alongside Suwon, Chuncheon, and Jeju as one of the cities forming a chicken and poultry cuisine belt, and this themed gourmet tourism product was launched. In partnership with Gumi City and Gyochon Chicken, Norangpoonseon is presenting itineraries that showcase various spots throughout Gumi. There are two types of products available: a single-day tour or a 2-day, 1-night package. Norangpoonseon plans to accommodate 750 participants for the single-day tours, held every Friday, Saturday, and Sunday, and 60 participants for the two 2-day package tours.

Despite its name, the Chicken Belt Tour offers more than just chicken. Stops include tourist spots like Galmoeru and a ride on the Geumosan cable car. The first stop, Galmoeru, impresses with expansive fields and panoramic views of the Nakdong River. The journey up Geumosan serves as the finale before returning to Seoul.

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Prices are set at 49,000 won for the single-day tour and 137,000 won for the 2-day, 1-night package. Considering that similar regional government-backed tours typically cost between 20,000 and 30,000 won, these prices are seen as relatively high. However, the single-day option covers round-trip transportation, a 33,000-won chicken platter, tteokbokki for lunch, as well as attractions such as a cable car ride. Pickled radish and Gumi's local radish fermentation vinegar, only available there, are also provided. Bus transportation to and from Seoul is included.

Since 2024, the government has been developing unique culinary tourism themes through the K-Gastronomy Belt Project. In 2024, jang belt themes were developed, and last year, traditional liquor, kimchi, and ginseng belts were created—but no foreign participants joined. Based on last year’s statistics showing that 'Korean fried chicken' is the most preferred Korean dish among foreigners, the Ministry of Agriculture, Food and Rural Affairs and the Korean Food Promotion Institute brought forward the establishment of the Chicken Belt, originally set for 2032, to this year. An official from the Korean Food Promotion Institute said, "Our goal is to expand the channels through which foreigners can encounter these experiences," adding, "We are considering working with the global travel platform Klook to promote and list the Chicken Belt tours early next year."

The City of Gumi chose gastronomy tourism products as a way to promote the city brand, which has been limited to 'industrial complex.' The aim is to encourage travel to Gumi, a three-hour bus journey from Seoul. By working with Nongshim—which operates a factory in the area—Gumi hopes to establish itself not only as a 'city of ramen' but, in cooperation with Gyochon, as a 'city of chicken' as well. Since the K-Chicken Belt Project will conclude this year, Gumi City may include this tour as part of its industrial culture tours starting next year.

A Gumi City official said, "In terms of the local economy, tourism accounts for a very small portion, but we believe it is necessary to change the city’s narrow image and we are making efforts to do so. With this project, we hope to attract both domestic and foreign visitors from the Seoul metropolitan area to Gumi, promote the city, and provide it with a new image."

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