2 Million Visit Daejeon 0Si Festival... "Boosting the City's Brand Value"

Lee Jangwoo, mayor of Daejeon, is giving a briefing on the Daejeon 0 o'clock festival settlement on the afternoon of the 22nd. / Daejeon Photo by Park Jongmyung

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The Daejeon 0 O’Clock Festival concluded on the 17th, and according to an analysis by the city of Daejeon, more than 2 million people attended the event.

According to the city on the 22nd, the estimate is based on data measured during the festival period using unmanned thermal sensing counters. This year’s Daejeon 0 O’Clock Festival is estimated to have attracted over 2 million visitors, nearly double last year’s 1.1 million attendees.

Tourists from outside Daejeon accounted for 44.3% of all visitors. The total economic impact of the festival was estimated at 403.3 billion won, with direct effects amounting to 112.3 billion won and indirect effects on local industries reaching 291 billion won.

The city assessed that the festival significantly boosted Daejeon’s city brand value. Festival promotional posts on the city’s social media channels such as Facebook and YouTube exceeded 11.59 million views, and there were 7,461 festival-related posts by the general public on social media within a month.

During the festival, 1,367 transportation-related complaints were received. Although the event period was extended by two days compared to last year, the number of complaints decreased by 129. By category, the most complaints were related to city buses, followed by issues with traffic inconvenience and parking.

The city of Daejeon plans to announce more accurate visitor statistics in September after a comprehensive analysis of transportation usage and survey results.

Additionally, the city will reflect expert opinions and unveil a blueprint for next year’s festival at the end of this year, including differentiated stage performances tailored to audience age groups, expanded cultural performances in underground shopping malls, and changes to the operating hours of experience and event booths at the festival site.

Mayor Lee Jangwoo said, “We did our best over the past year to create a more fun and attractive festival, but in retrospect, there are inevitably areas where we fell short. Nevertheless, achieving these results shows that the Daejeon 0 O’Clock Festival has now secured a foundation to leap beyond Korea and become a world-class festival.”

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