(C) WorldPress.com
GONGJU, South Korea — While many winter festivals focus on the "thrill of the chill" through ice fishing or sledding, the city of Gongju has found massive success by leaning into the "warmth of the flame." The 9th annual Winter Gongju Roasted Chestnut Festival officially closed its doors on February 8th, marking a historic milestone in its journey from a local specialty event to an international cultural phenomenon.
According to municipal officials, the five-day event, held at Geumgang Singwan Park and Mirseom Island, attracted a record-breaking 340,000 visitors. Under the theme "Burning Night, Sweet Gongju," the festival solidified its reputation as the premier winter destination in Korea’s central region.
The Roar of the Fire: A Hands-on Tradition
The centerpiece of the festival was the "Chestnut Grilling Zone," where 14 massive iron braziers—each measuring two meters in diameter—were kept roaring throughout the day. Despite the biting winter wind and stinging smoke that brought tears to many eyes, families gathered closely around the embers.
"It’s about the patience," noted one festival organizer. "If you rush it over high heat, the skin burns while the inside stays hard. The secret is ten minutes over a gentle flame."
The reward for enduring the smoke is a steaming, golden-yellow nut that tastes like honey. The tactile experience of peeling charred shells and sharing the harvest created a nostalgic atmosphere that resonated deeply with visitors. Beyond chestnuts, the braziers were also used to grill skewers, sausages, and marshmallows, turning the site into a communal winter barbecue.
Innovation in Flavor: From Rice Cakes to Pastries
Gongju, which produces roughly 17% of South Korea’s total chestnut output, used the festival to showcase the versatility of its star crop. The 2026 Korea Chestnut Industry Expo, held concurrently with the festival, featured 38 specialized vendors.
Visitors queued up for hours to sample an array of "K-Desserts," including:
Gongju Night Pies (Chestnut-filled puff pastries)
Chestnut Dasik (Traditional pressed sweets)
Roasted Chestnut Yogurt and Chestnut Waffles
Chestnut-infused Rice Cakes and artisanal breads.
The creative culinary displays proved that the humble chestnut is no longer just a seasonal snack but a high-value ingredient for the global gourmet market.
A Successful Leap Across the Pacific
The most significant achievement of the 2026 festival, however, took place thousands of miles away. In a strategic move to globalize the brand, Gongju City held a simultaneous "Satellite Festival" at four H-Mart locations in New York and New Jersey.
The results were staggering. Approximately 20 tons of premium "Gomatnaru" chestnuts were exported for the event, resulting in a total sell-out. The U.S. activation generated $171,400 (approx. 250 million KRW) in revenue over just five days. American consumers participated in chestnut-peeling contests and tasting events, leading to a surge in inquiries for permanent distribution.
A Vision for the Future
Gongju’s "Chestnut Special Zone" has already been recognized domestically, receiving the Presidential Award as the top-performing specialized district in Korea. Now, Mayor Choi Won-chul is setting his sights even higher.
"This year’s festival proved that the appeal of Gongju chestnuts transcends borders," Mayor Choi stated. "Achieving record-breaking domestic attendance while simultaneously selling out in the United States is a testament to our quality. We will continue to provide aggressive support for overseas marketing to ensure Gongju chestnuts become a world-class premium agricultural brand."
As the smoke clears from the braziers in Gongju, the city is already preparing for its 10th anniversary, looking to further bridge the gap between traditional Korean agriculture and the global food scene.
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