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The 49th Boseong Tea Fragrance Festival took place May 1–5 at the Korea Tea Culture Park and across Boseong’s tea fields, and it recently wrapped.
Under the theme “Boseong Matcha! Capturing Youth, Embracing the World!”, organizers blended traditional tea culture with trendy matcha experiences and hands-on tourist activities. Boseong County also expanded pre-booked programs to make it easier for visitors to participate.
The festival’s headliners — “Afternoon Tea Fields” and the 1-night, 2-day glamping experience “Moon Dyed by Boseong Love” — sold out within three days of reservations opening. Tea-and-dessert sessions staged against the lush tea rows and extended-stay packages were clear crowd-pleasers.
Targeting younger visitors with matcha content
At the festival’s centerpiece, the Boseong Matcha Brand Hall, visitors sipped matcha drinks and desserts, mixed matcha cocktails, and joined tasting sessions. Boseong County used the space to showcase matcha’s commercial appeal and its industry-growth potential.
Organizers also ramped up interactive offerings. Team-based contests like “Boseong Teajikal-100” and themed shows under “Boseong Tea-Concert” kept the energy high. Other draws included “Catch the Green Tea Thief”, a retro zone, and a starlit cinema among the tea rows — all popular with families and younger visitors.
Hands-on experiences ranged from traditional tea making and leaf-picking to green-tea foot baths, pottery exhibits, and tea-tree bonsai displays. At the Boseong Tea Farmers’ Market and the tea sales pavilion, local growers spoke directly with guests about cultivation methods and product highlights.
The festival also coincided with local events — Boseong Residents’ Day, the Seopyeonje Boseong Sound Festival, the Boseong Green Tea Marathon, Children’s Day activities, and the Illim Mountain Azalea Cultural Event — which helped extend visitor stays and drive more foot traffic to area businesses.
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