Has the Modernization of the Gangneung Danoje Been a Success?



The Gangneung Danoje has now become a nationwide tourist festival. During the festival period, downtown Gangneung is filled with tourists, and food booths and performance stages are set up throughout the city. In particular, this year’s eight-day festival, held from June 15 to June 22, 2026, attracted many visitors with its various performances, hands-on activities, and night programs. In recent years, it has grown much larger than before through the expansion of night events and interactive programs. As a result, local businesses and the lodging industry have benefited greatly from the increasing number of tourists. On the surface, the modernization of the festival appears to have been successful.

However, can modernization truly be considered successful simply because the number of tourists has increased and the festival has a bigger spectacle?



Why the Gangneung Danoje Is Special

The Gangneung Danoje is not just a local event. It is a reminder of Korea’s cultural heritage with a long history and tradition and was included on UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity in 2005. Traditional events such as the Danoje rituals and the Gwanno Mask Performance are representative elements of showing the unique historical and regional characteristics of the Gangneung Danoje. Another reason why the festival is different from other local festivals is that it is not only an enjoyable event but also an opportunity for visitors to experience Korean traditional culture firsthand.

Recently, however, the festival has changed a lot from what it used to be. It increasingly feels like a large-scale tourist attraction rather than a traditional cultural festival.



Tradition is Gradually Disappearing

Recently, the Gangneung Danoje has been evolving into a more entertainment-oriented festival by expanding the number of performances, food events, and experiential programs for the younger generation. Of course, this change itself cannot be criticized unconditionally. Without change, it is difficult to attract the attention of the younger generation, and festivals may gradually fade from public memory. In fact, the addition of various programs has attracted more visitors to the festival than ever before.

The problem is that the focus of the festival is increasingly shifting from traditional culture toward commercial success and consumer activities. In fact, some visitors are more interested in performances and food events than traditional events such as the Danoje rituals and the Gwanno Mask Performance. Entertainment is beginning to take precedence over the festival’s original cultural significance.



Limitations of Standardized Festivals and Social Media-Driven Consumer Culture

Recently, many local festivals are run in a similar manner. Inviting famous singers, creating photo-friendly spaces, and expanding food booths has become the criteria for the success of a Gangneung Danoje. The festival is also becoming more and more similar to other local festivals in the midst of this trend. It is regrettable that visitor numbers and commercial success are often considered more important than the festival’s historical and regional characteristics.

In fact, recent media and cultural critics have pointed out that local festivals focus too much on tourist content and social media-driven consumer culture and not enough on traditional culture itself. Visitors focus on taking pictures and enjoying food rather than deeply understanding the history and meaning of the festival.

The reality is that even at actual festival sites, commercial food booths stand out much more than traditional cultural event spaces. Prices at festival booths are often high, increasing the cost of participation for visitors. In addition, the unique atmosphere and originality of the festival are becoming less noticeable amid increasing commercialization. Eventually, there are concerns that festivals that are meant to preserve and promote traditional culture are gradually turning into a space centered on consumption and entertainment.



The Need for Modernization That Preserves Traditional Values

Of course, modernization in line with changing times is necessary. However, if modernization focuses solely on increasing visitor numbers and revenue, the original value of the festival is bound to be lost. The reason why the festival is different from other local festivals is its long history and traditional culture unique to the region. If tradition is weakened for visible growth, it may eventually lose its differentiation from other local festivals.

Therefore, an increase in visitor numbers alone should not be considered proof that modernization has been successful. For the festival to remain a distinctive cultural heritage, greater attention must be given to preserving its unique traditions and cultural values. 

Mun Huisu

<sbmmina2015@naver.com>