Discover the Magic of K-Culture: Agoda Highlights Four Must-Visit South Korean Festivals Destinations This Summer

Friday, May 9, 2025

As summer approaches, the allure of South Korean culture becomes even more captivating, offering travelers an opportunity to immerse themselves in the country’s rich traditions, vibrant festivals, and unique local experiences. In 2025, digital travel platform Agoda has unveiled four key destinations in South Korea—Gangneung, Muju, Buyeo, and Tongyeong—where local festivals are drawing heightened interest from both domestic and international visitors eager to explore authentic K-Culture.

The Rising Trend of Cultural Travel in South Korea

According to Agoda’s 2025 Travel Trends Survey, 34% of South Korean travelers indicated cultural exploration as one of their primary travel motivations. Additionally, a joint survey conducted by the Ministry of Culture, Sports and Tourism and the Korea Tourism Organization revealed that local, meaningful experiences have become a top priority for South Koreans. For international visitors, the chance to experience Korean traditions and culture has become a significant travel trend.

This growing demand for cultural exploration has led to the rise of traditional festivals, with each offering a unique glimpse into South Korea’s historical and cultural fabric. Agoda’s insights point to a noticeable increase in searches for destinations hosting these festivals, making this summer the perfect time for travelers to indulge in the heart of K-Culture.

Gangneung Danoje Festival: A UNESCO Cultural Experience (May 27 – June 3)

For travelers keen on experiencing one of South Korea’s most iconic cultural events, the Gangneung Danoje Festival in Gangneung is a must-see. Held from May 27 to June 3, this UNESCO-recognized festival celebrates the Danoje, a traditional ritual honoring the spirits, with unique customs like the Gwanno Mask Play, which features performers in colorful masks depicting traditional Korean folklore. Festival-goers can also participate in the traditional practice of rinsing their hair in Changpomul water, an herbal infusion believed to cleanse and refresh, and enjoy surichwi rice cakes, a seasonal treat.

Gangneung—a city known for its pristine beaches and traditional Korean beauty—has seen a significant rise in interest, with a 9% increase in Agoda search traffic for summer stays. This makes Gangneung an ideal getaway for travelers eager to soak up South Korea’s cultural offerings while enjoying the scenic charm of the coastal city.

Muju Cultural Heritage Night Festival: A Journey Through Korean Heritage (June 13-14)

In June, travelers looking for a combination of art, history, and nature should consider attending the Muju Cultural Heritage Night Festival. Scheduled for June 13-14, this festival is a celebration of Korea’s artistic and natural heritage, featuring exhibits of Joseon Dynasty calligraphy by renowned artist Han Seok-bong, along with an array of traditional art displays. The event takes place amidst the serene backdrop of Muju’s mountainous landscapes and its Bandi Imagination Forest, a magical area filled with vibrant forests and artistic installations that transport visitors to a world of imagination.

Muju has enjoyed a remarkable 39% increase in Agoda searches for summer stays, indicating that travelers are flocking to this destination to immerse themselves in both cultural exploration and the stunning beauty of South Korea’s countryside. The Muju Cultural Heritage Night Festival provides a perfect blend of history, art, and nature, catering to travelers seeking a diverse and enriching experience.

Buyeo Seodong Lotus Festival: A Celebration of Nature and Romance (July 4-6)

As the summer heats up, Buyeo, a city famed for its rich history and picturesque landscapes, becomes the center of attraction for travelers attending the Seodong Lotus Festival from July 4 to 6. This festival, which has seen a 57% increase in Agoda search traffic for summer travel, features stunning pink and white lotus blossoms that bloom along the riverside, offering visitors a chance to witness the beauty of nature in full bloom.

The festival is set against the backdrop of Buyeo’s historical sites, adding a layer of cultural significance to the event. In addition to the visual beauty of the lotus flowers, the festival features musical performances, drone shows, and a romantic atmosphere that has made it a popular destination for couples and nature lovers alike. The Seodong Lotus Festival provides a tranquil escape from the city’s hustle and bustle, offering visitors an opportunity to relax, reflect, and enjoy the simple beauty of nature.

Tongyeong Hansan Battle Festival: Honoring Korea’s Maritime History (August 9-14)

The Tongyeong Hansan Battle Festival is a vibrant maritime celebration running from August 9 to 14 that honors Admiral Yi Sun-shin, one of Korea’s most revered historical figures. Set in the picturesque coastal city of Tongyeong, this festival celebrates Korea’s naval heritage with activities such as the Turtle Ship Rowing Competition, naval reenactments, and a grand fireworks display.

With a 46% increase in Agoda search interest for summer stays, Tongyeong’s growing appeal as a cultural and historical destination is evident. The festival’s lively atmosphere, combined with delicious local cuisine and the charm of the coastal town, makes it an ideal destination for travelers seeking to combine history, culture, and stunning natural beauty.

Agoda’s Insights into the Summer Travel Trends

Joonwhan Lee, Country Director of Korea at Agoda, highlighted the growing demand for culturally rich travel experiences, noting, “We are seeing both inbound and domestic travelers increasingly interested in culturally motivated trips. Provincial destinations like Gangneung, Muju, Buyeo, and Tongyeong offer the perfect getaway for travelers looking to dive into local traditions with summer festivals that promise unforgettable experiences for all ages.”

Agoda’s research reveals that travelers are increasingly seeking destinations that offer more than just scenic views—they’re looking for immersive experiences that allow them to connect with local cultures, traditions, and history. The popularity of festivals such as these underscores the growing importance of cultural travel, not only for South Koreans but for international visitors who are eager to experience K-Culture firsthand.

A Thriving Festival Circuit in South Korea

For those seeking to enrich their summer travels with a dose of K-Culture, South Korea’s festival destinations provide an authentic and engaging way to experience the country’s rich heritage. These festivals attract visitors from across the globe, providing a unique opportunity to immerse in Korean traditions, explore its landscapes, and enjoy the company of locals in a vibrant setting. Whether you are drawn to the coastal beauty of Gangneung, the historical allure of Buyeo, the artistic heritage of Muju, or the maritime celebrations in Tongyeong, South Korea offers something for every traveler this summer.

With Agoda’s extensive selection of over 5 million holiday properties and 300,000 activities available on Agoda.com, travelers can find the perfect accommodation and local experiences to complement their festival journey. From luxurious hotels to cozy guesthouses, Agoda ensures that every traveler can find the ideal place to stay during these festive celebrations.

Plan Your Summer Festival Getaway

Agoda encourages travelers to explore the cultural richness of South Korea this summer by attending one or more of these fantastic festivals. With increasing interest in provincial destinations and a wide array of experiences to choose from, these festivals provide the perfect setting for an unforgettable summer vacation.

Whether you’re traveling solo, with family, or with friends, the Gangneung Danoje Festival, Muju Cultural Heritage Night Festival, Buyeo Seodong Lotus Festival, and Tongyeong Hansan Battle Festival offer diverse opportunities to experience South Korea’s deep cultural traditions while enjoying the country’s breathtaking natural beauty. As the demand for culturally immersive travel experiences continues to rise, South Korea remains a top destination for global travelers seeking a meaningful and enriching summer adventure.