Artisan-made spring bites steal the spotlight
Digital Onnuri gift certificate discount raised to 10%
Card payments through 9 issuers also get a 10% statement discount
The Donghaeng Festival, South Korea’s biggest consumer-boost event, kicked off on the 11th. Launched in 2020 to revive a pandemic-hit domestic market, the festival has grown from a simple sale into a can’t-miss cultural draw that gets people out exploring neighborhoods and sampling local flavors.
On the 12th, the Ministry of SMEs and Startups and the Korea SMEs and Startups Distribution Agency announced the festival will run nationwide for 30 days through May 10. Centered on “walking with local economies,” the event offers a range of perks: the discount on digital Onnuri gift certificates has been increased to 10%, and collaboration with 9 major card issuers means shoppers paying at traditional markets and participating stores can receive up to a 10% statement discount as cashback.
Both online marketplaces and physical retailers are offering discounted small-business goods. The festival is tied to about 50 regional events across the country — from the Gwangju Yangdong Tongmaek Festival to the Busan Mill Festival — giving visitors plenty of sights to see and local eats to try.
This year, springtime regional dishes are expected to be a major draw. Standouts include Milly’s spring-greens doenjang stew, Jinpo Sanghoe’s Gunsan gopchang-grilled gim, J-Ro Distribution’s Yeonpyeongdo soy-marinated crab, and Yunsul’s young radish kimchi.
Milly’s spring-greens doenjang stew is packed with seasonal greens like naengi, dallae and mugwort and was developed by a chef who used to work at a 5-star hotel. It’s designed for convenience — just add water and heat — and is free of artificial flavors and sweeteners. Gunsan gopchang-grilled gim is made from gopchang-style seaweed handpicked by a 3rd-generation sea farmer; it’s tender, satisfyingly chewy and releases a toasty, slightly sweet flavor as you chew.
Yeonpyeongdo soy-marinated crab uses meaty female crabs from Yeonpyeong Island in the West Sea. By cutting unnecessary distribution steps, producers keep the crabs fresher and prices more affordable. The young radish kimchi is made with domestically sourced ingredients and daily, handcrafted broths and seasonings for a clean, balanced flavor. Fermented with housemade, health-forward jeotgal and produced in HACCP-certified, sanitary facilities, it’s made to be enjoyed with confidence.
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